AI Driving Pharma Industry and Its Future Marketing Strategies

Pharma Tech Outlook: Pharma Tech Magazine

AI Driving Pharma Industry and Its Future Marketing Strategies

By Pharma Tech Outlook | Wednesday, July 31, 2019

The pharma industry of the future will increasingly follow an outcome-based approach, while its marketing strategies will be influenced by online forums.

FREMONT, CA: Medicine and its value depend not only on its quality but also on the timely delivery to those who are in need. Often, the delivery process requires a doctor’s prescription, which is influenced by broadly targeted ads in magazines or on TV. However, with the introduction of artificial intelligence (AI) in the pharma industry, future patients will receive a streamlined, personalized treatment experience. AI will also support R&D, marketing, front-line responses, and many other aspects.

The pharma industry of the future will increasingly follow an outcome-based approach, which will focus on the “true customer experience” while also leveraging from the successes of other industries with modern customer experience management. Moreover, with advancements in AI research that includes proteomics, genomics, and DNA sequences, the latest pharma landscape will be a patient-centric world that will bring medicine to the patient than the other way around. Here are the primary ways in which AI will actualize the above goal:

Real-Time Monitoring

Pharma spends a substantial amount on marketing. Despite a huge marketing budget, medicines receive a critical response on online platforms, which is voluntarily shared through social media, ailment-specific forums, and others. The virtual communities are adaptive and community-run spaces that are self-governed and self-owned, typically spanning multiple domains or networks. Pharma companies are trying to reach into these spaces, which represents a massive opportunity for the pharma of tomorrow.

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Bridging Knowledge Gaps

Medicine leverages a knowledge base which is imperfect or incomplete. For instance, autoimmune conditions, which are more common in women, have been under-diagnosed or have conventionally taken a long time to identify or treat. AI-based solutions can help to monitor, parse, and comprehend shared information shared voluntarily on online platforms. The knowledge can then be applied to direct subsequent studies, novel formulations, or marketing outreach.

Enhanced Healthcare Experiences

Empathy is a critical factor in healthcare. As AI gets more sophisticated, it will equip pharmaceutical companies with insights on how patients perceive their conditions, formulations, and treatment. The understanding will enable pharma companies to customize their topics, tonality, and timing to resonate with the requirements and expectations of patients. Further, AI can also be used to collect and analyze data in private and public forums to gauge patients and practitioner with the healthcare system.


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