Advanced HCP Engagement Models for a Pharmaceutical Company
Pharmaceutical companies have to become innovative in engaging with the various HCPs. This article would like to explain how we enable our Pharmaceutical clients to establish critical commercial processes and leverage a diverse set of external and internal data, central cloud, data integration & analytics tools, and AI algorithms.
Nowadays, Healthcare Professionals (HCP) are less likely to accept appointments with Pharmaceutical Sales Reps. There are fewer chances to organize direct lunch and learn sessions to discuss the benefits of Pharmaceutical Products. The national conferences on therapeutic areas also do not happen as often as before.
Pharmaceutical companies must become innovative in how they engage with the various HCPs. This article will explain how we enable our customers to establish critical commercial processes and leverage diverse external and internal data, prominent data integration & analytics tools, and AI algorithms.
Working with our Pharmaceutical clients, we are helping them to build new capabilities within the marketing and customer experience domain. For instance, target marketing enables our Pharmaceutical clients to enhance the way of reaching and engaging with the right HCPs across numerous channels and with the right message & timing to drive behavior change. As a result of implementing advanced HCP engagement models, our customers have realized impactful business outcomes such as a drastic increase in product sales and an increase in loyalty of customers toward Pharmaceutical brands. Let us walk thru the various HCP Engagement Commercial Processes.
HCP Engagement Commercial Processes
Leveraging Data, Analytics & AI to enable the vital Commercial Processes for HCP Engagement
We help our Pharmaceutical clients build out their Data and Advanced Analytics Environments and encourage a Data-Driven culture to fully implement and realize the benefits of an Advanced HCP Engagement Model and develop a unified view of HCPs and engage them most efficiently and effectively.
The foundation of any Enterprise AI & Analytics initiative is Data. For our clients, we like to leverage Sales and Finance Data captured in ERP systems, Sales and Rep Activity data in CRM Systems, Digital Data captured via Google Analytics, HCP Data, HCP Tiers and Segments, and Product and Brand Data, to name a few.
Life Science companies, of course, cannot know the entire Landscape of their HCPs. They need to partner with companies specializing in Data for Market Insights, HCP Profile enrichment, preferences, etc. IQVIA is one of these companies. IQVIA provides specific information about their HCPs and preferences to help craft the messages that work to increase sales. It is essential to help unlock physician and patient level insights that allow the Pharmaceutical sales team to be more precise with their sales strategies and deliver better results.
These data sets are ingested via different ETL Tools to Data warehouses or Data Lakes, which have accelerated due to Cloud Technologies & Platforms (Snowflake, SAP Data-warehouse Cloud). These cloud platforms enable Life Science companies to quickly stand-up data environments and scale both in storage and computing power as the Organization grows.
On the other end of the data, flow is what the company does with the data. Advanced Analytics provides AI capabilities to Model behavior and predicts outcomes. Tools like Dataiku, Alteryx help democratize Advanced Analytics by providing sophisticated workflows that enable quick experimentation with different models and libraries in R or Python and compare predicted outcomes, choose the best target HCPs for reps to contact, the most likely channel(email, call, Banner) HCPs will respond to, and even the messaging.
Aside from delivering recommendations, targets, and insights to the Sales Reps, more can be done by partnering with companies like DMD, PulsePoint, BioPharm, and others. These companies can help augment email marketing campaigns, analyze and optimize digital healthcare advertising campaigns, and reach more potential HCPs with their proprietary audience lists.
Finally, the results of these models can be measured based on expected goals vs. results. Measuring if the AI Models increase engagement, increase sales, or increase customer satisfaction can be visualized via tools that encourage data exploration and ease of use (Power BI, Qlik, SAP Analytics Cloud). It is vital to adjust strategies and implement changes in future Engagement Models and Marketing Campaigns.
In closing, internal & external Data Sources, Data Science, Cloud, Analytics & AI technologies helped us deliver impactful business outcomes for the Commercial Departments of Pharmaceutical companies, such as a drastic increase in product sales and an increase in customers' loyalty toward Pharmaceutical brands.
Tenthpin Pharma Commercial Advisers have deep experience and knowledge of Cloud, Analytics, Data Science, and AI-enabled technologies and their practical application to solve current and emerging business challenges in the Pharma Commercial Domain.
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