It has long been desired in the pharmaceutical industry to have promotional efforts guided by carefully analyzed insights. Getting pharmaceutical representatives to plan their promotions as a marketer prefers, or enabling a marketer to include insights from the field, has only been further complicated by the advent of the multi-channel approach. This has brought more opportunities to engage, but also more data and more complexity.

To address these issues, the industry has started to see the implementation of rules-based algorithms and AI/ML-driven analyses to automate the science behind smart planning and to optimize execution. Bringing this to the point of engagement crystalizes the intent and power of "Next Best" recommendations. However, while these one-off pilots and programs showcase value, they are hard to replicate and scale across brands, therapeutic areas, and regions.

In this webinar, we will share what we believe are some essentials to implementing these practices in the context of life sciences, and will discuss our vision for the evolution of "Next Best" in omnichannel orchestrated engagement.

Topics we will cover

• AI/ML in the commercial engagement
• Next Best recommendations
• Marketing mix modelling
• Omnichannel orchestration
• Next Best program success factors

Speakers

António Pregueiro
VP, Life Science and Practice Lead, IQVIA

Aleksandra Ilic
VP, Solutions & Offerings, Customer Engagement COE, IQVIA