Covid-19 has become a fertile ground for digital habit formation. The adoption and accelerations of the digital trends are the results of past behavior, which is expected to continue in the next normal. The changes in consumer behavior are experienced across all spheres of life. Be it shopping, learning, work, telemedicine, entertainment, travel, and more.
The story of sales reps working in the pharma and life science industry is no different. The HCPs who are preferring digital interactions for a long time are now forcefully fulfilled by the life science company during the pandemic. The forced behavior when resulted in satisfaction, the life science companies are anticipated to continue with the new trend.
What’s more? The omnichannel technologies are opening up new horizons for pharma sales reps in the form of e-detailing, e-meetings, email, video calls, telemedicine, and others. The F2F meetings and long waiting at HCPs office transformed to remote meetings and e-detailing. Not only does it’s benefitting the sales reps; instead, HCPs and patients are willingly turning to remote communication to relish the benefits of digital engagement.
The technologies have met the modern patient’s requirements in various ways:
- Offering personal touch and their involvement in disease management.
- Patients can actively participate in treatment and don’t need to surrender health in the HCPs’ hands.
- Virtual interactions complement F2F interactions
- The mix of multiple communication channels leads to better interactions
- The up-to-date information is available online
- Self-service and interactions create a win-win situation for scheduling
What’s next? The omnichannel technologies such as AI and ML are advancing boundlessly and innovations creating a plethora of opportunities for healthcare organizations and life science companies. Here, we have summarized the list of innovations that are becoming a reality in the pharma space.
Omnichannel technologies revolutionizing the Life science industry
The research had proven that top-level managers use AI for decision-making. The intelligent AI algorithms help them with the right action, the right channel to send the message, the right time to send, and more during the customers’ journey. Besides, the semantic analysis of recommendations, including- words or phrases that brings winning upshots helps a ton.
The marketing managers and sales reps can leverage AI algorithms to analyze the email subject lines and provide insights to create the right message that converts. Semantic analysis helps them find the best combination that improves HCPs’ engagement. The NLP model helps in knowing how upgraded content contributes to driving customer engagement.
Measuring the result of customer interaction is like shooing in the dark. The ML algorithm-based models have made it possible. It’s expected that predictive analytics which banks on ML technology calculate the engagement percentage of the HCPs on various actions such as click, open, subscribe, registration, conversion, and others.
The group of customers created based on the actions is treated differently which creates more possibility of engagement. After the visit, the sales reps can identify how engaged the HCP was and the impact of sending an email would bring conversion or not.
Dynamic content creation
In the marketing space, personalizing customer engagement is all-important, which is feasible through dynamic content updation. Changing the banner, block, module, and messages for every subscriber depending on their location, interests, browsing pattern, and time spend on various content helps in personalizing the website look. For instance, sales reps can make suggestions for the drug that suits a specific group of people alongside the drug information, benefits, and guidelines.
Auto-personalizing individual’s journey
The emerging technologies are adding multiple dimensions to innovate the customer journey maps. A decade back, the sales reps take weeks of time and leverage traditional tools to create HCP’s journey map. Now, the technologies have turned the table upside down with ML models that facilitate personalized journey formation of every subscriber in an automated fashion.
The journey is created based on the HCP’s behavior, characteristics, and other factors, and wherein the right content, the right communication channel, and right send time is assigned to every subscriber. Thereafter, the engagement rate is monitored, and based on the variations (increase or decrease) in engagement level, the recommendations are made.
Asset creation gets automated
Previously, when brand managers need to create a brief about the medical products, they need to pour in a lot of time and effort. It includes- searching items in the digital asset management systems, thinking about structure, sending briefs to the agency, taking content approvals from medical-legal regulatory authorities, and pretty more. It’s a quite tedious job.
The ML models are powerful enough in generating content in a matter of minutes and getting MLR approvals. The auto-creation of assets for various channels from text and images in email, message, web page, and more makes everything easy.
Summing it up
With technology advancements, the customers’ preferences, buying patterns, and customer services have evolved. It has become mandatory for industries to embrace technology. Recognizing the need, Salestrip software is developed that helps pharma and life science companies to maintain a pace with technology innovations. Salestrip supercharges sales reps, brand managers, and top-level managers with additional tools and resources that improve their productivity. Interested in cuddling omnichannel technologies and opening new horizons? If so, book a meeting with our experts to get needed consultation services.