In the face of unprecedented challenges within the pharmaceutical industry's intricate economic landscape, the focus on growth while optimizing costs has assumed paramount importance. The current pharmaceutical market segmentation and targeting model, reliant on past prescription behavior, falls short of capturing the dynamism of today's rapidly evolving market.
This whitepaper proposes a groundbreaking shift in the conventional segmentation and targeting approach in pharma, harnessing the transformative power of advanced analytics to address the limitations of historical prescription data and static methodologies. It introduces a dynamic segmentation and targeting approach that capitalizes on the influx of data and leverages the capabilities of Artificial Intelligence (AI) and Machine Learning (ML).
The solution advocated is an AI / ML-driven system that seamlessly integrates predictive models and data from various channels, such as personal interactions and Non-personal Promotions (NPP), to create an agile targeting strategy for each Healthcare Provider (HCP).
This dynamic approach envisions an agile targeting strategy that adapts to individual HCPs' behaviors, leveraging unsupervised clustering techniques to classify HCPs and employing supervised ML algorithms to predict shifts in their behavior. The culmination is an AI-powered recommendation engine that guides representatives to interact with HCPs through the most effective channels and optimal timings for maximum market share growth.
The whitepaper showcases the transformative potential of such a dynamic segmentation and targeting approach in pharma. By capturing the essence of real-time data and harnessing the analytical power of AI and ML, the pharmaceutical industry can revolutionize how it identifies, segments and targets HCPs. This approach signifies a paradigm shift toward personalized and agile engagement, fostering enriched patient experiences and steering the industry into a future where data-driven decision-making is a necessity and a strategic advantage.
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03 December 2021
24 December 2020