Most life sciences firms could know extra about their healthcare professionals (HCPs) than they understand, however too usually they’ll’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, revealed analysis, and shifted their prescriptions to a rival product prior to now quarter. In most firms, legacy IT infrastructure and information silos hold this info in disparate programs throughout CRM, occasions databases and claims information. Chances are high, none of that info was accessible to gross sales reps earlier than they met with the HCP. Unifying and leveraging this information can allow customized communications, drive medical gross sales consultant influence, and leverage information to higher perceive advertising ROI.
Agentic AI offers life sciences firms with a robust answer 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 groups, even these with lean sources, to function extra effectively on tighter budgets. Its superior course of optimization and orchestration capabilities assist maximize influence whereas minimizing effort. In keeping with a current report, “AI brokers might generate as much as $450 billion in financial worth by means of income uplift and price financial savings” globally by 2028, with 69% of executives planning on utilizing brokers in advertising processes by the tip of 2028. Let’s take a deeper have a look at how agentic AI can improve advertising efforts aimed toward busy HCPs.
A distinct 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 necessary as gross sales representatives have fewer alternatives to fulfill in individual with suppliers than prior to now, a pattern accelerated by COVID. Consequently, representatives must profit from every assembly, beginning with particular intelligence that’s tailor-made to particular person HCPs.
Siloed information makes it tough or unattainable to achieve a complete understanding of the HCP. Gross sales representatives are left to attend worthwhile in-person conferences with out personalized steerage they’ll use to offer constant experiences for the HCPs. In that method, information fragmentation stands in the way in which of each offering an omnichannel expertise and understanding advertising ROI.
Agentic AI can’t resolve the difficulty of HCP entry nonetheless it may possibly assist unify siloed information in a method that makes entry more practical by serving to reps and entrepreneurs to higher perceive their HCP viewers. As a substitute 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 “Determine oncologists within the Northwest who’ve a 20% decrease prescription quantity however attended our final medical congress.” Agentic AI’s information unification capabilities also can make it simpler to calculate ROI.
Agentic AI within the advertising workflow
What does a advertising 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 similar to, “What messages has my HCP responded to most lately?” “Do we’ve got information on prescription patterns?” and “Are you able to create an in depth intelligence temporary on my HCP?” Agentic AI can convey the information collectively in a single place, so the gross sales consultant can collect info shortly on:
- Their most up-to-date dialog with the HCP
- The HCP’s prescribing habits
- Thought leaders the HCP follows
- Related content material to share with the HCP
The HCP’s most well-liked outreach channels, similar 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 primarily based on the data of their unified profile. This enables the gross sales consultant to supply customized worth to every supplier in a method that respects their time and communication preferences. After every outreach, the AI agent can suggest follow-up steps primarily based on the result of the engagement, to take care of a constant expertise for the supplier.
Making ready for agentic AI implementation
Agentic AI programs are about driving motion, graduating from ‘reply my immediate,’ to ‘autonomously execute my activity.’ Meaning 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 beneath human oversight.
A profitable agentic AI venture begins with AI-ready information. This information is standardized, accessible, full and reliable. AI-ready information permits:
- Sooner resolution making. Predictive analytics permits close to real-time alerts on what’s about to occur. It will 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 crew enabled by a crew of specialised brokers
- True advertising ROI. As a substitute of month-to-month stories with historic information, you’ll be able to lastly reply what advertising actions are driving prescriptions.
Agentic AI success begins with each advertising and IT aligning in your preliminary use circumstances. That can guarantee that there’s an agreed upon definition of tangible worth. As a part of the use case planning course of, stakeholders must determine KPIs that can display tangible outcomes, similar to a selected proportion enhance in HCP engagement or gross sales consultant productiveness. Setting KPIs early is necessary to securing funding in your agentic use case and to setting acceptable 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 crew. This may even lay the inspiration for scaling up and including extra use circumstances. For world organizations, these use circumstances can and ought to be tailor-made to suit every market’s maturity for optimum ROI.
Accelerating advertising success by means of agentic AI transformation
Agentic AI just isn’t 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 rework your advertising group by making it simpler in your gross sales reps to attach successfully with HCPs, give them the sources 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 circumstances, and measurable outcomes. It will result in worth for each the HCP and the advertising crew because the HCP receives immediately related content material and the advertising 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 influence. With over 20 years of expertise, he leads initiatives throughout omnichannel orchestration, generative AI, and advertising science, delivering measurable outcomes for world life sciences and healthcare purchasers. He’s additionally a printed thought chief on efficiency advertising and first-party information technique.
