Pharma Hot Topics Blog

AI Applications in Pharma Today

Imagine you are in the year 2037 and anything you want to do with AI is possible. How would you use that to really redefine how you interact with your customers? What would be your first projects on your ‘to do’ list? Interestingly, when I ask my pharma clients that question, some of the things they come up with actually are already not only possible, but we are already doing them with clients today.

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The Future of Healthcare Marketing Is Now - And It’s Personal

With all that is going on in the intersection of healthcare and artificial intelligence now, it is probably a good time to consider where healthcare marketing is now for some. Everyone is familiar with the applications of Artificial Intelligence in self-driving cars, Echo and Alexa, smart homes, Siri and more - but what does all this mean for healthcare and what are some of the things that healthcare marketers are doing with it already? 1. Personalized content and channels via Next Best Action (NBA) Modelling

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For Real Customer Centricity, Utilize AI to Engage People – Not Personas

Although there is a lot of lip service about being customer centric and patient centric, and everyone has a customer journey map for their patients and physicians, but how valid is it for their customers? Each of your target customers (be it payers, physicians or patients) will come to your brand in a different sequence of touchpoints, and this sequence will differ from person to person.

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Fake News? What About Fake Clinical Data in Medical Journals? Does Artificial Intelligence Have a Role?

Fake news has been in the public eye due to the spread of the phenomenon during the recent US election. The impact of fake news can be significant. However, have you ever considered the impact of fake clinical data being published in medical journals? This can be as alarming as people’s lives can be put at risk due to it.

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Are you Utilizing the Power of Next Best Action Modeling?

Would you like a powerful alternative to traditional push marketing? One that helps your customers find the information they want in the channel they want at the time they want it? If you’re like most marketers, your answer is, “Yes!” You can think of Next Best Action Modeling as a customer-centric approach that helps your customers take the “next best action” after they complete one action.

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Physicians Will Soon Be Largely Replaced By Technology

Physicians have been a key target for Pharmaceutical companies since Pharmaceutical marketing began. However, new advances utilizing Artificial Intelligence show that the future of medicine is transforming dramatically now, and doctors are largely being written out of the equation. At least 80% of the work that is currently being done by Physicians will be replaced by technology in the near future.

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Every market evaluates drugs based on price and patient outcome these days. In Japan, the government is encouraging the use of generic drugs as it sees generics cost less and are still effective. It seems the Japanese government sees generic drugs as a primary way to reduce costs, and is encouraging their use. As a result, generics are increasing market penetration and expected to be around 70% by mid 2017 and around 80% by mid 2018 or 2020. What does this mean for the Pharmaceutical industry?

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Beyond the Pipeline – where do we go next?

While many articles are examining the industry pipeline and while investors are pleased with what they see, this has not diminished the discussion about poor innovation in the industry and the lack of productivity in R&D. It is an oft-discussed topic and one that is understandable. Part of the problem is that making important strides forward is difficult with classic scientific methods where one must isolate one variable at a time in a complex, multi-faceted, physiological environment.

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