Month: February 2025

AI in pharma commercial excellence is a subject that is gathering much interest. In the ever-evolving landscape of the pharmaceutical and life sciences sectors, the application of artificial intelligence (AI) is fundamentally transforming approaches to commercial excellence. A recent webinar hosted by Platforce brought together the following speakers to discuss these innovations: 
 

• Muhammad Sajjad, Deputy Director of Commercial Excellence & Trade Marketing at OBS AGP Pvt. Ltd. 

• Mohamed Amer, a seasoned Commercial Operations Business Excellence Expert,  

The session was expertly moderated by Juliana Kreisel, Events Manager, and Stefan Repin, Head of Marketing at Platforce. 

Watch the full webinar

Key Challenges and AI Solutions for Sales Efficiency

The webinar delved into several critical challenges currently faced by the pharma industry, including stringent regulations, healthcare professional (HCP) engagement, consent management, and the need for effective KPI tracking. AI-driven tools offer novel solutions to these challenges by enhancing the precision and efficiency of marketing campaigns and customer interactions. 

One of the highlights was a discussion on hyper-personalization, a strategy facilitated by AI that allows companies to tailor their interactions with healthcare professionals meticulously. This approach ensures that marketing efforts are more aligned with the needs and preferences of HCPs, leading to improved engagement and compliance. 

Case Studies and Real-world Applications of AI in Sales

Throughout the webinar, we illustrated how AI tools have successfully been implemented to enhance commercial excellence through sharing practical case studies. These examples showcased AI’s capability in data analysis, prediction, and strategy formulation, providing attendees with actionable insights companies could consider implementing in their operations. 

The Role of Medical Science Liaisons 

A significant portion of the discussion highlighted the evolving role of medical science liaisons (MSLs) in the era of AI. These professionals are crucial in bridging the gap between clinical developments and clinical practice, providing in-depth scientific knowledge that supports the safe and effective use of pharmaceutical products. 

Expert Insights on AI in Pharma Commercial Excellence

Muhammad Sajjad emphasized the sophisticated nature of sales force effectiveness (SFE) in the pharma industry, noting, “SFE is defined by metrics that measure the effectiveness of the medical rep’s sales activities. AI helps refine these metrics, leading to better strategy and territory management.” 

Mohamed Amer discussed the shift towards digital engagement, explaining how AI facilitates a multi-channel approach that meets HCPs where they are most receptive. “The integration of AI allows us to engage with healthcare professionals on various digital platforms, optimizing our interaction based on their preferences and behaviours,” Amer elaborated. 

Conclusion 

The webinar on “Commercial Excellence in the Era of AI” provided pharmaceutical professionals with a comprehensive overview of how AI can revolutionize their field. The insights from Muhammad Sajjad and Mohamed Amer highlighted the potential of AI in overcoming traditional challenges and opened up a dialogue on future innovations that could continue to drive the industry forward. 

This exploration into AI in pharma commercial excellence underscores a pivotal shift towards more data-driven, personalized, and efficient practices that promise to reshape the landscape of healthcare marketing and sales strategies. 

For those interested in gaining deeper insights into how AI is reshaping the pharmaceutical landscape, the full webinar is available on Platforce’s dedicated webinar page. This resource offers an invaluable opportunity for industry professionals to learn directly from leading experts and explore AI’s potential in enhancing their operational strategies. 

In the ever-evolving pharmaceutical sector, the transition from traditional rep-centric to innovative content-centric customer relationship management (CRM) systems signifies a pivotal shift. A recent webinar hosted by Platforce provided a deep dive into this transformation, featuring insights from leading industry experts. Moderated by Juliana Kreisel and Stefan Repin from Platforce, the session included discussions with Chris Wade from Exeevo, Philip Vyt from Growth for Pharma, and Florent Edouard from Grünenthal Group. 

Key Highlights and Topics Discussed 

The webinar addressed several crucial aspects of CRM strategies in the pharmaceutical industry: 

The Evolution from Rep-Centric to Content-Centric CRM: 

Chris Wade detailed the transformation driven by Veeva Vault CRM, emphasizing the shift towards leveraging content to engage healthcare professionals more effectively. He explained, “It’s about engaging healthcare professionals with targeted content that resonates with their daily needs and challenges.” 

Strategic Implications of Advanced CRM Integration: 

Philip Vyt discussed the strategic importance of integrating platforms like Veeva Vault to enhance CRM capabilities beyond simple relationship management. “This evolution is a strategic necessity to enhance how relationships are managed and to utilize content to make those relationships more impactful,” Vyt highlighted. 

Global Implementation Challenges: 

Florent Edouard provided insights on the global deployment of these sophisticated CRM tools, focusing on the challenge of adapting strategies to align with local market nuances while maintaining global strategic objectives. 

The Shift to Content-Centric Strategies 

The discussion underscored that modern CRM systems in pharma must transcend their traditional roles. They need to become robust tools that do not merely store information but actively facilitate and enhance engagement with tailored relevant content. 

Chris Wade emphasized the growing need for CRM systems to support dynamic content strategies: “We’re not just talking about sales rep interactions anymore. It’s about delivering precise content at the right time that addresses the specific challenges and needs of healthcare professionals.” 

Philip Vyt elaborated on the necessity of these systems to integrate seamlessly with other digital marketing tools to provide a unified customer experience across all touchpoints. 

Florent Edouard discussed the operational aspect, highlighting the importance of ensuring these CRM systems are versatile enough to meet diverse regulatory environments and market demands without compromising on the strategic vision. 

Conclusion: The Future of Pharma CRM 

The session wrapped up with a forward-looking perspective on the role of CRM systems in pharma. The industry experts agreed that the future of pharma CRM lies in its ability to integrate deeply with digital marketing strategies, focusing on delivering value through high-quality, engaging content. 

The insights from the webinar highlighted the current trends and paved the way for companies to harness these new tools for improved outcomes in CRM endeavours. As the industry continually adapts to these changes, the guidance of our webinar guests will undoubtedly serve as a valuable blueprint for pharmaceutical companies looking to stay competitive in an increasingly digital and content-driven marketplace. 

The full webinar is available here. 

This blog post aims to encapsulate the rich dialogue and essential takeaways from the webinar, providing a comprehensive overview for pharmaceutical professionals about the strategic transition towards content-centric CRM strategies.