The rapid pandemic eruption forced many organizations to reevaluate the direction and speed of decisions. More specifically, the pandemic accelerated digital transformation in the healthcare industry with a paradigm shift in access to the healthcare delivery system, requiring complete adaptation and swift adoption. Competition in the life science industry became fierce overnight as commercial models transformed towards a digitized platform to engage with healthcare professionals (HCPs) vs. face-to-face interactions.
This change gave rise to a new set of challenges for these organizations. Though a myriad of data assets have become available to aid informed decision-making and improve customer centricity, many organizations in the healthcare industry have been slow to adopt data-driven business solutions. This is because such organizations were not necessarily structured to scope and scale to this new environment, and as a result struggled to embrace technology and precision analytics that could enable higher value HCP engagements.
This newly evolved state requires a strong response and not a mere reaction from organizations, as the shift in HCP interaction has led to changes in their channel preferences and expectations. The “next normal” requires organizations to understand the intent of HCPs to deliver relevant and personalized interactions.
In the past, organizations leveraged descriptive analytics to deploy traditional commercial models to craft communication strategies. Today, they have progressed towards more sophisticated analytics that tap into the power of artificial intelligence (AI) and machine learning (ML) based modeling to capture behavior patterns and other insights at an enterprise level. With the current surge in datasets, predictive and prescriptive analytics will transform communication strategies that deliver meaningful interactions and impactful results.
Successfully navigating the current landscape from descriptive analytics towards more advanced predictive and prescriptive analytics will require establishing a solid framework. This framework will have to be anchored in executive sponsorship, leveraging digital data assets, and continuous calibration.
Organizations investing in innovative technology-enabled platforms powered by an intelligent AI and ML engine will lead the way in delivering on these personalized HCP expectations and needs. The infusion of AI and ML is critical, as sales representatives will need an intentional strategy to remain engaged while collecting feedback that will inform the future best action, given their short opportunity window with HCP.