Most life sciences firms could know extra about their healthcare professionals (HCPs) than they notice, however too typically they will’t use that information when it issues. For instance, an HCP could have simply attended a convention the place a competitor showcased their drug’s promising outcomes, printed analysis, and shifted their prescriptions to a rival product prior to now quarter. In most firms, legacy IT infrastructure and information silos preserve this data in disparate methods throughout CRM, occasions databases and claims information. Likelihood is, none of that data was accessible to gross sales reps earlier than they met with the HCP. Unifying and leveraging this information can allow personalised communications, drive medical gross sales consultant impression, and leverage information to raised perceive advertising and marketing ROI.
Agentic AI gives life sciences firms with a strong resolution to ship a unified view of HCPs and extract actionable insights from information to drive enterprise outcomes. By enabling smarter decision-making and streamlined execution, agentic AI empowers advertising and marketing groups, even these with lean assets, to function extra effectively on tighter budgets. Its superior course of optimization and orchestration capabilities assist maximize impression whereas minimizing effort. In accordance with a latest report, “AI brokers might generate as much as $450 billion in financial worth via income uplift and price financial savings” globally by 2028, with 69% of executives planning on utilizing brokers in advertising and marketing processes by the top of 2028. Let’s take a deeper have a look at how agentic AI can improve advertising and marketing efforts geared toward busy HCPs.
A unique framework: the orchestration crucial
One of many greatest challenges for Life Sciences entrepreneurs is acquiring a single view of the HCP. Taking an omnichannel view permits life sciences firms to coordinate experiences throughout channels. That is more and more vital as gross sales representatives have fewer alternatives to satisfy in particular person with suppliers than prior to now, a development accelerated by COVID. Because of this, representatives have to profit from every assembly, beginning with particular intelligence that’s tailor-made to particular person HCPs.
Siloed information makes it tough or inconceivable to realize a complete understanding of the HCP. Gross sales representatives are left to attend invaluable in-person conferences with out personalized steering they will use to offer constant experiences for the HCPs. In that approach, information fragmentation stands in the way in which of each offering an omnichannel expertise and understanding advertising and marketing ROI.
Agentic AI can’t resolve the difficulty of HCP entry nevertheless it could possibly assist unify siloed information in a approach that makes entry simpler by serving to reps and entrepreneurs to raised perceive their HCP viewers. As an alternative of getting a knowledge engineer construct a brand new pipeline, an AI agent might autonomously question the CRM and claims database to assist reply enterprise questions. For instance, it might ask “Establish oncologists within the Northwest who’ve a 20% decrease prescription quantity however attended our final medical congress.” Agentic AI’s information unification capabilities can even make it simpler to calculate ROI.
Agentic AI within the advertising and marketing workflow
What does a advertising and marketing marketing campaign seem like with agentic AI unifying the information and optimizing processes?
Think about a world the place a gross sales consultant has an agent that assists them with name and go to planning. The gross sales consultant might ask questions corresponding to, “What messages has my HCP responded to most just lately?” “Do now we have information on prescription patterns?” and “Are you able to create an in depth intelligence temporary on my HCP?” Agentic AI can carry the information collectively in a single place, so the gross sales consultant can collect data rapidly on:
- Their most up-to-date dialog with the HCP
- The HCP’s prescribing conduct
- Thought leaders the HCP follows
- Related content material to share with the HCP
The HCP’s most well-liked outreach channels, corresponding to in-person visits, emails, webinars, and so on.
AI can additional help the gross sales consultant by making a customized name plan for every HCP based mostly on the data of their unified profile. This enables the gross sales consultant to supply personalised worth to every supplier in a approach that respects their time and communication preferences. After every outreach, the AI agent can suggest follow-up steps based mostly on the result of the engagement, to keep up a constant expertise for the supplier.
Getting ready for agentic AI implementation
Agentic AI methods are about driving motion, graduating from ‘reply my immediate,’ to ‘autonomously execute my process.’ Which means evolving the gross sales consultant mindset from asking inquiries to coordinating small groups of specialised brokers that work collectively: one plans, one other retrieves and checks content material, a 3rd schedules and measures, and a fourth enforces compliance guardrails—all below human oversight.
A profitable agentic AI undertaking begins with AI-ready information. This information is standardized, accessible, full and reliable. AI-ready information permits:
- Quicker determination making. Predictive analytics permits close to real-time alerts on what’s about to occur. This may allow gross sales representatives to behave proactively to drive enterprise worth.
- Personalization at scale. You possibly can ship personalized experiences to hundreds of HCPs concurrently with a small human staff enabled by a staff of specialised brokers
- True advertising and marketing ROI. As an alternative of month-to-month reviews with historic information, you’ll be able to lastly reply what advertising and marketing actions are driving prescriptions.
Agentic AI success begins with each advertising and marketing and IT aligning in your preliminary use instances. That may guarantee that there’s an agreed upon definition of tangible worth. As a part of the use case planning course of, stakeholders have to establish KPIs that can exhibit tangible outcomes, corresponding to a selected proportion improve in HCP engagement or gross sales consultant productiveness. Setting KPIs early is vital to securing funding in your agentic use case and to setting applicable management expectations.
Agentic AI is about driving motion. Take a learnings-based strategy to make sure your brokers are delivering worth and enabling the effectivity and effectiveness of your advertising and marketing staff. This will even lay the muse for scaling up and including extra use instances. For world organizations, these use instances can and must be tailor-made to suit every market’s maturity for optimum ROI.
Accelerating advertising and marketing success via agentic AI transformation
Agentic AI is just not merely one other technology-led functionality; it’s a brand new working layer for industrial groups. Nevertheless, agentic AI’s full worth solely materializes with AI prepared information, reliable deployment and workflow redesign. Agentic AI can remodel your advertising and marketing group by making it simpler in your gross sales reps to attach successfully with HCPs, give them the assets they want, and take follow-up steps that drive engagement and gross sales. Your groups can unlock worth in your current information with an agentic technique that prioritizes information high quality, platform efficacy, actual world use instances, and measurable outcomes. This may result in worth for each the HCP and the advertising and marketing staff because the HCP receives immediately related content material and the advertising and marketing groups can drive elevated HCP engagement and conversion.
About Briggs Davidson
Briggs Davidson is Senior Director of Life Sciences at Capgemini Invent, the place he advises C-suite leaders on leveraging information, analytics, and digital technique to drive transformation and advertising and marketing impression. With over 20 years of expertise, he leads initiatives throughout omnichannel orchestration, generative AI, and advertising and marketing science, delivering measurable outcomes for world life sciences and healthcare purchasers. He’s additionally a broadcast thought chief on efficiency advertising and marketing and first-party information technique.
