Welcome to ‘AI Week’… the following InfoCenters are focused on how Artificial Intelligence impacts the Pharmaceutical Industry.
The Potential of AI
The pandemic introduced severe limitations on pharmaceutical sales representatives’ ability to visit healthcare facilities, prompting a reimagining of sales tactics and forcing the pharmaceutical sales industry to adapt and innovate rapidly. Remote meetings and virtual engagement became integral to pharmaceutical selling, transforming how Representatives interact with Healthcare Providers (“HCPs”).
The shift towards virtual engagement also emphasized the importance of “pull” models, where HCPs actively seek information alongside traditional “push” tactics. As a result, the exploration of artificial intelligence (AI) and AI-powered tools, such as CRM robots, have emerged as potential solutions to address complex queries and deliver critical information to HCPs. These AI tools have the potential to bridge the gap between sales reps and HCPs, providing valuable insights and information that can facilitate better patient care.
In the wake of the pandemic, chat, text, video, and email messaging grew popular, enabling longer and more in-depth interactions between Representatives and HCPs. Patients and HCPS alike began to value digital engagement more, demanding up-to-date information and fostering a need for innovative communication methods. The evolving landscape of physician, hospital, and patient needs led to different levels of Representative engagement. Representatives transitioned from solely in-person interactions to incorporating HCPs preferred digital channels, with the most effective Representatives building deep connections through a blend of in-person and digital touchpoints.
The potential of AI to enhance engagement and provide real-time intelligence on scientific developments holds significant promise. However, despite the potential, there has been a lack of successful AI integrations in the pharmaceutical industry. Pharmaceutical companies find themselves at a crossroads.
Looking beyond the pandemic, the future of pharmaceutical sales could involve the integration of AI, data analytics, digital channels, and content to engage practitioners and patients effectively. The use of AI-powered technologies, such as generative AI platforms, could empower Representatives to answer unique business questions, communicate relevant information, and maintain compliance and accuracy.
The potential of AI and digital technologies to improve patient outcomes is evident. While the industry faces challenges in integrating AI successfully, the transformative impact of these technologies on pharmaceutical sales is becoming increasingly clear.