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.
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.