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Envision using AI to quickly convey the benefits of the medication to users or doctors compared to the side effects of a commonly discussed drug, as an example.
FREMONT, CA: It is hard to overstate the possible benefits of a pharma’s collaboration to artificial intelligence (AI). Pharmaceutical companies are now introducing R&D AI algorithms, developing therapies for rare diseases, dramatically lowering costs and time horizons, and improving drug discovery achievements. Whereas the pharma marketing departments have been slower to embrace, the pharmaceutical firms will reap significant benefits from marketing teams getting on board with AI.
3 AI Marketing Tools for Pharma Brands
1. Social Listening
One retailer used AI tools to crawl customers’ social media interactions on social networking sites. So, suppose one member of the company’s e-mail list asked their followers for advice on the best refrigerator to purchase. In that case, the retailer could map that user to their e-mail address and fire off customized, automated e-mails selling refrigerators. The company’s site revenue conversion ratio rose from 3 percent to 18 percent almost overnight.
Imagine applying similar AI to a pharm. Social listening can uncover brand issues and concerns, consumer and medical patterns, brand characteristics, pharmaceutical side effects—endless possibilities. Envision using AI to quickly convey the benefits of the medication to users or doctors compared to the side effects of a commonly discussed drug, as an example. Without AI’s social listening, the trawling of the internet for these patterns will become problematic.
2. KOL Mapping
Pharmaceuticals spend enormous resources annually wooing suitable Key Opinion Leaders (KOLs). So who is the right KOL, and how does one classify the KOLs? It is expensive and harmful to make the wrong option. Machine learning can find legitimate, strictly brand-aligned KOLs for any pharmaceutical brand efficiently and cost-effectively. For instance, for a COVID-19 application, the algorithm could locate physicians with more than 100 treated COVID-19 cases and more than 80 percent positive results, preferring those treatment modalities—just like an effortless outline. AI also allows for KOL-cultivation proactivity.
3. Marketing Copy Auto-Generation
AI-generated marketing copy also outperforms human-generated copy. Still, pharmaceuticals spend billions pitching social networking sites to physicians, considering such sites’ paltry actionable metrics.
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