The Next Best Action (NBA) relies on the use of data and artificial intelligence to recommend, in real time, the most relevant action for each healthcare professional (HCP): the right content, channel, and timing. This approach enables the orchestration of personalized HCP journeys, improves marketing and medical performance, and delivers a smoother, more tailored experience that meets each professional’s needs.
Data Collection and Integration
- Data comes from multiple sources: CRM (accounts, products…), interactions (CLM, eDetailing, Approved Email, quizzes, surveys, webinars, websites, email campaigns), profiling and segmentation, field data (medical visits, event management, order management, medical inquiries), sales data, and external databases (IQVIA, Rx databases, APIs, Power BI).
- AI captures and analyzes these data streams to model HCP journeys.
Behavioral Analysis and Segmentation
- Identification of each HCP’s preferences (channels, content, frequency).
- Dynamic segmentation based on motivations, perceptions, and medical habits.
Next Best Action (NBA) Recommendations
- AI proposes, in real time, optimized actions for each HCP:
- What content: eDetailing material, clinical study, video, podcast.
- Which channel: face-to-face visit, Approved Email, webinar, HCP portal.
- When: optimal frequency or key moments in the journey.
- Continuous improvement and optimization driven by usage data and performance measurement.
Benefits
- For Marketing and Sales: Improved campaign efficiency, increased ROI, and consistent omnichannel communication.
- For Medical Affairs: More relevant and personalized scientific information.
- For Healthcare Professionals (HCPs): A seamless experience, tailored to their expectations and availability.
Conclusion
Artificial Intelligence leverages omnichannel CRM data captured through CLM content and other databases to generate Next Best Action (NBA) recommendations.
This enables the orchestration of relevant and measurable HCP journeys, closely aligned with both their needs and your marketing objectives.