Fueling Pharma Marketing With Artificial Intelligence
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Pharma Tech Outlook: Pharma Tech Magazine

Fueling Pharma Marketing With Artificial Intelligence

By Stacey Smith, Pharma Tech Outlook | Tuesday, November 24, 2020

Pharmaceutical firms are already deploying AI algorithms in R&D, learning treatments for rare diseases, vastly reducing expenses and time horizons, and improving drug discovery successes.

FREMONT, CA: The progression of Artificial Intelligence (AI) and Machine Learning (ML) competencies not only has application to pharma’s R&D divisions, but it is also being used to develop more competent and effective promotional campaigns.

Through these techniques, brand teams are gaining more granular insights into their audiences’ requirements so that they can deliver greater value through their digital multichannel campaigns intended at healthcare professionals.

It is hard to emphasize the potential benefits from the merging of pharma with AI. Pharmaceutical firms are already deploying AI algorithms in R&D, learning treatments for rare diseases, vastly reducing expenses and time horizons, and improving drug discovery successes. Although pharma marketing departments have been slower adopters, pharma stands to gain huge rewards by marketing teams getting on board with AI.

3 AI Marketing Tools for Today’s Pharma Brands

1. Social Listening

Social listening is proficient in uncovering brands’ complaints and concerns, and user and physician trends, pharmaceuticals’ side effects, brand attribute—endless possibilities. Envisage using AI to instantly mes

sage users or doctors citing the drug’s advantages relative to the side effects of a competitor drug frequently mentioned online, as one example. Without AI’s social listening, trawling the internet for such trends becomes impossible.

2. Key Opinion Leader (KOL) Mapping

Yearly, pharma spends vast resources encouraging appropriate KOLs. Questions like who is a fitting KOL and how does one identify the KOLs arise as it is costly and damaging to make the incorrect choice.

Machine learning can swiftly and lucratively find legitimate, stringently brand-aligned KOLs for any pharma brand. For a COVID-19 application, for instance, the algorithm can locate doctors with more than 100 treated COVID-19 cases and more than 80% positive outcomes, favoring specific treatment modalities—just as an effortless outline. AI also facilitates KOL-cultivation proactivity.

3. Marketing Copy Auto-Generation

AI-generated marketing copy recurrently outperforms human-generated copy. Yet, pharma devotes billions to pitching to physicians on medical information websites despite paltry actionable metrics from such platforms.

On the contrary, AI pharma content enhances triple engagement metrics among patients and physicians, and this kind of success is flawlessly repeatable.

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