The integration of AI/ML (artificial intelligence/machine learning) and generative AI into omnichannel engagement strategies is reshaping how pharma companies interact with healthcare professionals (HCPs), patients and other stakeholders. This paradigm shift promises to enhance customer experiences, optimize resource allocation, and drive better health outcomes. In this blog, we look at the challenges and the potential of generative AI, while providing key insights to support the implementation of these innovations.
The evolution from multichannel to omnichannel
Pharma companies have long relied on siloed approaches to engage with their stakeholders. Each channel – including digital marketing and sales reps – operated independently, often leading to fragmented customer experiences and inefficient resource allocation. The transition to omnichannel engagement represents a strategic shift designed to provide a cohesive, personalized experience across all touchpoints, with the stakeholder at the center.
|
In essence, omnichannel engagement is an orchestration of personalized communications and interactions that resonate with the specific needs and preferences of stakeholders at every stage of their journey.
|
Transforming data into insights for hyper-personalization
By harnessing vast amounts of data from diverse sources such as claims, digital interactions, and more, AI algorithms can uncover patterns and insights that have been previously invisible to human analysts. This capability enables pharma companies to hyper-personalize engagement by predicting individual preferences and needs, allowing for tailored content and channel selection – whether it’s a prescriber needing education on a new treatment, for example, or a patient seeking help with medication adherence.
Multiple factors have accelerated the AI-driven evolution:
- The COVID-19 pandemic, which upended in-person engagement
- Advancements in cloud computing and AI/ML
- Increasing cost pressures driving a need for effective marketing
- Changing HCP preferences and greater demand for personalized engagement
- The rise of digitally savvy consumers
Generative AI as the next frontier in engagement
While AI has been supporting engagement strategy for some time, the advent of generative AI is opening new frontiers in customer engagement. Generative AI’s ability to have human-like conversations and even create virtual personas is transforming how companies can interact with their stakeholders.
Key applications of generative AI
|
Personalized content at scale
|
Generative AI can rapidly produce thousands of variations of compliant content, tailored in terms of channel and depth of information
|
|
24/7 support
|
AI-powered chatbots and virtual assistants can provide round-the-clock support to HCPs and patients, answering queries about treatment pathways, drug information and more
|
|
Enhanced field force training
|
Virtual AI trainers can help sales representatives and medical science liaisons (MSLs) prepare for HCP interactions, providing guided messaging and real-time support – for example, during the launch of a specialized treatment in a new market
|
|
Insight generation and summarization
|
Generative AI can distill complex data into actionable insights, providing context-driven summaries to field teams and decision-makers
|
