Pharma Hot Topics Blog

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

I have already discussed Next Best Action (NBA) Modelling in a previous blog. 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. It is a hugely powerful application of Artificial Intelligence for marketers. When done well, it’s incredibly powerful. When not done as well, it’s like the example I gave in a previous blog – very very negative for your brand. Next best action modeling done well, changes the paradigm. Instead of finding the next customer, it focuses on finding the best proposition for the customer to add value to them and be relevant for what they need at that time. This is a customer rather than product focused approach and it treats each customer as an individual person within the context of their individual behaviors (past and present), needs and preferences.

2. Prediction engines predicting individual Physician Switch and Patient Adherence

Eularis utilize AI for some clients to predict which individual physicians will switch away from your brand, or to your brand. This can be enormously helpful as if you can see in advance a physician is starting to not favor your product, and why, you can start to remedy that before it actually happens. We also utilize a similar approach to predict which patients will stop adhering to a medication and what specific individual interventions will assist them to stay on their medicine. These are done at an individual physician and patient level using Artificial Intelligence.

3. Suggestions Engines for personalized brand messaging by customer

Eularis deliver more targeted suggestions to the sales rep on the optimal topic to be discussed with that specific physician, at that specific time, to address their needs around the condition and your brand at the time of the call right on an app or within their CRM system using Artificial Intelligence. By using the power of Artificial Intelligence, one can create stronger and more personal relationships between reps and their customers, influencing their prescribing by addressing the concerns they are having at that point in time. The sales rep would get valuable insight on exactly what topics will move that physician at that point in time based on superior data and advanced intelligence.

4. Internet of Things (IOT)

Injectibles now often come with in-built sensors to understand details around the patients use of the medicine (when, how much and even how much pressure was on the needle). We also have chip-in-a-pill that relays similar information about ingestibles. Eularis utilize this data, combined with all the other data, in our analytics to build an understanding of all aspects of the patient. Internet of Things (IOT) has not been as successful in adoption as predicted in the wearables market to date - part of that is the disjointed nature of the different wearables. If you have 15 wearables that each do a few things, it gets annoying. What is now needed to integrate these is to embed them in what is already being worn. If I have a nice watch, I don’t want to wear an ugly wearable watch. Isn’t there a way to embed these technologies in whatever you want to wear, and use, in a more integrated way? There will be. And when the dots connect, they will be very powerful for pharma marketers to integrate and understand the customers’ health needs even more. In diabetes and asthma advances are being made in this space. Aerobit is one company (and there are others) building devices to attach to asthma inhalers that include GPS and track where, when medication is used, when asthma attacks happen, severity of them and more. Other applications are the glucose contact lens developed by Google, and the glucose sensor temporary tattoo developed by UCSD. These IOT additions to items already being used are a far easier way to get more embedded use of the technology.

The big differentiator between average marketing and innovative marketing getting superior results is that they are using data and analytics well. They value data, they spend more money getting it, they utilize strong analytics on it, and they derive value from their data. Customer personalization and customer intimacy are key to ongoing success. And when they get customer experience right, the winners will ensure that there is consistency in delivering that strong customer experience. The companies providing the best customer experiences will be winners in 2017 and beyond.

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