Healthcare Professionals (HCPs) are never easy to reach. But today—amid the deluge of communication via digital channels, increasingly complex treatments and regimens, and expectations for highly personalized interactions in every aspect of consumers’ lives—the bar worthy of HCP attention is higher than ever.If brands want to communicate with physicians in a meaningful way, commercial teams must ensure everything from messages to timing and channels is clear according to their needs and Interest.
A decade ago—before artificial intelligence (AI) became a powerful tool for attracting customers—life sciences organizations often had to rely on a single, single-vendor solution rather than a dedicated, best-of-breed technology provider. Additionally, the benefits of specialized solutions are more difficult to measure and realize. Today, this technology ecosystem can integrate artificial intelligence and data into coordinated plans for customer engagement. As advanced technologies ease the integration burden of data, strategy, AI, workflow and analytics, organizations are no longer forced to put “all their eggs in one basket” with a single vendor…nor should they.
By taking an ecosystem approach, life sciences organizations can enjoy solutions that are ready to execute immediately after implementation, with the flexibility to adapt to the future. This approach also enables companies to harness the power of modern smart solutions.AI and big data/analytics have been identified as top technologies that will transform drug discovery and commercialization – according to Global data. Nearly one-third of respondents believe AI/analytics will play an important role in optimizing marketing and sales.
Here are three tips for designing an omnichannel AI ecosystem that maximizes investment while remaining nimble in today’s dynamic and competitive marketplace.
- Focus on core competencies: How can suppliers position themselves within the larger ecosystem?
Challenge technology partners to explain their sense of urgency in working well with others to create value for customers. Break down your needs into six ecosystem categories, which are a range of platforms, tools, and technologies that may be at different stages of maturity in your organization.
- Internal and external data
A key input for data companies to compile or generate business strategies, analytical models, and more. Types of datasets can include HCP Profiles, Markets, Social/Media, EHR/Claims/Rx, Research Publications, Insurance and Government Information, Socioeconomic and Behavioral, Laboratory/Diagnostic, ERP, Budget, People/Performance, Channel Engagement metrics, and more. - Data integration and management
A platform or system for managing and integrating data, applications, and APIs from disparate sources, including cloud-resident and on-premises endpoints, allows other tools and users to leverage data effectively. These include data warehouses, extract/transform/load (ETL) and integration systems, customer relationship management (CRM) systems, traditional insights/analytics applications and customer data platforms. - Strategy and Planning
Methods and algorithms for ranking and classifying HCPs for different go-to-market activities and programs consisting of policies and rules for specific actions based on a triggering event or series of events. Examples include HCP segmentation, content and creative development, marketing campaigns, and customer journey design. - Omnichannel intelligence and optimization
Algorithmically analyze, refine and prioritize all possible actions to determine the next best action for users and target customers within and between channels. For example, omnichannel optimization, suboptimal actions, and predictive insights. - Omnichannel execution and channel activation
Technology that enables marketing, sales, and medical affairs teams to interact with HCPs through multiple face-to-face and digital channels. These solutions include marketing automation, sales and medical user applications, and third-party publishers. - System Integration and Professional Services
Service providers and consultants are a critical and final part of the ecosystem by deploying teams of IT consultants to provide professional services to a specified scope and rate to implement and integrate the system.
Each category has key players, and while some may fit into multiple categories, each category usually has one that stands out. Therefore, the key to maximizing success is to ensure that the best in each category is integrated with the entire ecosystem.
For example, a major focus for some companies is omnichannel intelligence and optimization. As such, they put a lot of effort into integrating with the upstream data and strategy layers of the ecosystem and downstream execution channels. Even with modest upstream data, omnichannel AI can begin to generate impactful next-best-action recommendations and insights, becoming smarter and more powerful as organizations layer in richer profiles and data sets .
Downstream systems are an equally important consideration, as the best insights and recommendations have little impact if marketing, field, and medical teams don’t act. To make user adoption as smooth as possible, companies need to integrate seamlessly with omnichannel fulfillment and channel activation platforms to reach users when and where they already work.
For sales and medical teams, users need to be able to plan and execute plans for their interactions with HCPs and deliver curated and timely advice and insights to their customers and key opinion leaders—whether on a desktop, via video conference, or in – People with mobile devices. For brand teams, this could mean ensuring recommendations and insights are integrated into marketing automation, journey orchestration and campaign management systems.
- Start with an intelligent foundation: How can the right mix of data, strategy and technology amplify impact?
Often there are low-hanging fruit — existing internal data sources — that make an impact, while also laying a good foundation for future expansion. There is a misconception that companies must start with optimized, clean and fully organized data to see any results from AI solutions. However, even companies with an imperfect data foundation can succeed by practicing good data hygiene through systems that most organizations already have and use every day, such as CRM. With clean CRM data and up-to-date domain alignment among teams and other fundamentals, commercial teams can begin to leverage each technology partner’s core competencies to ensure HCP interactions are relevant to their specialties, practice settings, and personal preferences.
For example, a company may have a wealth of HCP campaign data in research publications and social media that can now be used for targeted field rep recommendations to test the execution of new campaign strategies. Or, a team may be leveraging a new marketing automation platform to better communicate digitally, but needs a way to optimize and coordinate the messaging delivered by global marketing campaigns, as well as those delivered through face-to-face interviews or virtual representative details.
Each of these capabilities may have value.But in an ecosystem, companies can enhance these investments and Better measure how each performs relative to its cost.
- Evaluate with an eye toward the future: whose roadmap will activate and accelerate your organizational vision?
While vendors may have areas of focus, the market will continue to evolve in new and unexpected ways, challenging these areas of focus. Therefore, it is important to develop a vision that spans many years. Additionally, the adopted solutions not only integrate seamlessly, but allow companies to quickly measure the impact of each ecosystem component.
For example, you may have recently invested in an analytical model to improve HCP segmentation, but need an ecosystem to verify that the new model is working effectively and where it can be improved. Or, you might have an agency that develops interesting new content and campaigns for your brand, but has limited ability to measure short- and long-term results. By integrating these activities and content into an omnichannel ecosystem, you will be able to continuously measure, adjust, and realize your vision.
Life sciences companies cannot extend their adoption of AI to guide customer interactions without risking loss of HCP attention or worse, trust. Commercial teams have too many channels to coordinate proficiently, and exhausted HCPs are increasingly inundated with impersonal content pushed to them from all directions. Fortunately, some organizations are now recognizing the urgency of investing in AI.
our 2021 analyze Shows an unprecedented 45% increase in customers in AI-driven omnichannel actions, directly impacting the customer experience of over 700,000 HCPs. In addition, leading life sciences companies are now simultaneously expanding AI capabilities across multiple geographic regions, therapeutic areas, and brands, rather than taking a market-by-market approach. A top 20 biotech company has expanded the use of its AI platform in 46 countries. Additionally, 2021 marks the first year that more than half of new omnichannel initiatives include smaller markets at program launch. This is a start.
As Bill Gates famously said: “Most people overestimate what they can do in a year and underestimate what they can do in ten years.” Likewise, develop a pragmatic and ambitious vision to drive the supplier ecosystem Advances in systems are also important—especially in the complexities of implementing AI-driven commercial solutions to improve interactions with physicians.
Photo: Lumine Images, Getty Images
