Commercial IQ with applied intelligence

Health Industry Hub | May 17, 2019 |
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We are in an unprecedented period of technology innovation where data, analytics and artificial intelligence are completely changing our understanding of disease, wellness and patient outcomes. The combined impact of data availability, massive advances in computing power, and the application of “intelligence” (predictive and cognitive analytics, robotics, machine learning) will change traditionally siloed business models and companies.

In this new era, life sciences commercial organisations should embrace artificial intelligence (AI) as a co-worker, collaborator, trusted advisor and enabler of more rapid response to patients’ and healthcare ecosystems’ needs.

There are many applications of AI in the commercial space that can significantly accelerate growth, profitability and sustainability. Recognising when and where AI can be most effective and engaging with the right business partners (examples include Ipsos, IQVIA and Accenture) are vital steps towards applying AI in commercial.

In sales, AI-powered solutions can be used to help sales reps find new and interesting ways to engage clinicians, including recommendations on scheduling via selflearning algorithms. Armed with these insights, sales reps can spend more time adding value to clinician discussions by providing relevant content (and less time on pre-call planning and other administrative tasks). AI algorithms can also be used to optimise how field force is geographically distributed.

Here is an example of how AI can be used to enhance judgement in sales operations:

Pre/Post-Call Planning and Territory Alignment: Use intelligent computer models to analyse quantifiable sales data and combine it with unstructured qualitative field feedback data to design sales territories, align sales forces and qualify leads.

Getting started: Feed available quantitative and qualitative data from the field into an AI-enabled model. Use the intelligent model to generate sales force re-alignment recommendations.

Benefits: Maximise salesforce effectiveness and boost profits.

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