A rare opportunity now exists for the pharmaceutical industry to play its part in driving customer behaviour with a digital marketing approach that the world is fast becoming familiar with, and will soon be reliant on - artificial intelligence (AI).
An industry on the cusp of change driven by customer behaviour Few would question that pharmaceutical marketing is a niche sector with a unique set of obstacles for those tasked with delivering results. It's an environment that challenges the perceived (marketing) wisdom of how to reach, engage and influence customers with innovative and stimulating content and messaging.
Our sector can be a restrictive, hazardous environment and we are challenged to define and deliver our work using a set of principles established in more conventional or conducive marketing environments. Understandably we follow, rather than lead, marketing conventions, latching on to terminologies, principles and methodologies that we (and our customers) see outside our industry every day.
Delivering a consistent customer experience (CX) and stimulating user experience (UX), and linking behaviour together with relationship management is rarely achieved. However, the nature of the pharmaceutical industry marketplace and its customers, together with enviable market insight, means that we are well placed to develop customer and personal experiences that are driven by AI.
Delivering a customer-centric approach can be moved from 'to do' to 'done' If this industry is to take the pathway to service and support, truly driving both customer- and patient-centricity, first it must establish how this can be achieved when the traditional conduits for messaging, service and support - the sales force and MSLs - are shrinking.
In this context, many turn to digital, but it remains an under-invested layer of complexity for those seeking to do more than tick the digital box in their marketing strategy. To make digital really work, we know the user experience must be both personalised and relevant. But how can we achieve this?
The answer could lie in artificial intelligence. Basic AI is already being used to inform and personalise the user experience.
