Digital – this time it’s personal

The pharmaceutical industry finds itself at a crossroads

In an era defined by digital transformation it’s no longer sufficient for pharma to rely solely on traditional methods of healthcare practitioner engagement.

SAS recently partnered with Biopharma Dive to survey 100 top digital marketing executives in biopharma and the statistics highlight a pivotal shift in the industry’s approach.

According to the findings two out of three pharma executives consistently leverage data and analytics to steer HCP engagement strategies.

Additionally, an equal number of biopharma executives acknowledge that their organisations blend both digital and in-person engagement methods.

The most resounding consensus, however, resonates around personalisation, with 95% of biopharma executives asserting that the future of HCP engagement hinges on personalised interactions.

In a landscape where data reigns supreme, HCPs increasingly demand personalised information tailored to their specific needs. The modern HCP is tech-savvy, accustomed to on-demand information delivery, and seeks relevant insights.

The pharmaceutical industry must heed these cues and elevate its game by delivering a new echelon of personalised digital engagement. The centre of this transformation is the convergence of big data and advanced analytics.

While customer relationship management (CRM) platforms have been a stalwart in HCP engagement strategies, their limitations have become apparent.

CRMs often rely on sales representatives and medical liaisons to make pivotal decisions, leading to binary conclusions based on their perceptions of HCP preferences. This approach results in fragmented information silos, making it arduous to chart the optimal course of action.

The solution lies in leveraging the power of big data and analytics to construct bespoke customer journeys. Advanced analytics platforms offer the granularity required to individualise engagement strategies, transcending the constraints of conventional methods.

This technology not only complements in-person interactions but also bolsters digital engagement, creating a holistic and synchronised approach to HCP engagement.

However, embracing this transformative potential isn’t without its challenges. Our survey highlights a spectrum of trust in AI-backed analytics platforms.

While 39% of executives reported unwavering faith in advanced analytics, a significant proportion remains cautious or even sceptical. This hesitancy underscores the industry’s need for a gradual transition, nurturing trust through step-by-step adoption.

A three-fold problem arises: data collection, data utilisation and effective HCP communication. The right AI-based analytics platform solves each of these challenges.

As the pharmaceutical industry steers toward patient-centric paradigms, the importance of personalised engagement becomes even more pronounced. The data revolution converges with tailored therapies and smart solutions, catering to individual patient needs.

This evolution isn’t limited to industry dynamics alone; it dovetails into the broader healthcare landscape. With the proliferation of nanotechnologies and IoT devices within treatment modalities, the generation of data has reached unprecedented levels.

The pursuit of personalised medicine, epitomised by endeavours like AstraZeneca’s individualised drug initiatives, underscores the industry’s trajectory.

AI and ML-based analytics emerge as the linchpin in harnessing the therapeutic potential within this deluge of data.

The pharmaceutical industry stands at the cusp of a new era. Personalised HCP engagement, driven by advanced analytics and machine learning, is not merely a luxury but a necessity. The transition demands cautious optimism, navigating the path to trust in this new technological landscape.

As the industry coalesces toward patient-centricity, the convergence of data and technology will undoubtedly bring a brighter future, fostering improved outcomes, more precise therapies and a collaborative healthcare ecosystem.

Kayt Leonard is Global Health and Life Sciences Advisor at SAS.
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