AI as a Real-Time Coach Embedded in Commercial Processes

January 30, 2020

In 2020, AI will become pervasive in enterprise applications and embedded within specific commercial workflows, writes Paul Shawah.

In the latest article in a series of 2020 predictions for the life sciences industry by Veeva Systems, Paul Shawah discusses how AI will become pervasive in enterprise applications and embedded within specific commercial workflows.

AI has proven extremely valuable in processing volumes of information and delivering insights and suggestions on the next best action to take, dramatically improving commercial effectiveness. This year AI will become pervasive in enterprise applications and embedded within specific commercial workflows, expanding to become more contextually aware of what account teams are doing as they’re doing it and acting as a real-time coach.

AI delivers intelligence that is helping commercial organizations get the right information to HCPs to deliver the best possible care to patients. With the move toward patient-centric healthcare and more innovative precision medicines and specialty drugs, a wider variety of stakeholders are involved in administering care. This creates complexity in identifying the right patients, treating them, and managing the services needed to drive adherence and patient outcomes.

As AI becomes more context aware of what account teams are working on, it will act as a real-time coach helping reps navigate the complicated ecosystem of stakeholders much easier. For example, AI can provide a recommendation on new HCPs to target or suggest account strategies to consider during account planning, helping teams drive better and more relevant engagement with the right people at the right time. 

AI will also enable real-time compliance. Commercial teams, for example, will be able to take detailed notes of customer interactions in the CRM with AI providing real-time guidance on potential compliance risks such as off-label topics. With a real-time coach, commercial teams will have the freedom to share unstructured thinking and, ultimately, deeper insights without risk to drive more informed, compliant interactions.

Paul Shawah is Senior VP, Commercial Strategy at Veeva Systems.