“Data-driven thinking”Written by members of the media community and has new ideas about the digital revolution in the media.
Today’s column is written by Stefanos Kapetanakis, GVP, Data and Technology, at Publicis Health Media.
Primary care such as your parents knew it was no more.
There is a growing consumption in healthcare, and many patients are opting for benefits with the promise of more (and more flexible) care options than ever before. Patients jump from one physician to another based on their needs. A Recent Surveys It has been found that 35% of millennials do not even have primary care physicians.
Patients are driving their energy as consumers, and the healthcare industry needs to adapt to meet their needs and expectations. Artificial intelligence can be the key for healthcare marketers to unlock new patient economies.
The Rise of AI: From the Price Chain to Marketing
Over the years, artificial intelligence has proven to be a potential diagnostic tool in healthcare. The technology has not yet delivered. So far, it has been used primarily Streamline common tasks Across the industry.
But recent developments suggest that industry stakeholders are beginning to recognize the potential of AI to improve other processes. Recent GlobalData The analysis found that, in 2015, only four pharma companies were working with an AI vendor. But by 2020, that number has risen to 27 – a 575% increase in just half a decade. In fact, over the last seven years, nearly 100 partnerships have been formed between pharmaceutical companies and AI providers.
The goal of many such partnerships is to implement machine learning to streamline R&D processes. The discovery of medicine.
While AI remains present in the rest of the value chain, its marketing potential remains largely unnecessary. Consumer packaged products have used AI to sell what people want, but the use of AI in the pharma space has not reached that sophistication. The power of personalization is still undiscovered. If used, patients will be better served and their care path can be made much shorter.
Unwrapping marketing opportunities
Currently, the pharma marketing model relies on a product-specific approach. Direct-to-consumer marketing can often focus on products that have traditionally been largely successful for the population but not for the vast majority of patients.
In addition, the number of promotional channels, combined with increased competition, has made it difficult to measure the impact of marketing efforts on sales results. It also clouded the ability to predict which channels would lead to the best results.
Now, built on extensive industry data with AI and machine-learning-driven healthcare solutions, sales and marketing teams can accurately analyze results to adapt to health changes towards consumption. Marketers understand exactly what messages, promotional channels and sales strategies can generate feedback from customers – and When These reactions occur during the marketing process.
Meanwhile, emerging technologies are disrupting the way healthcare industry sales and marketing teams communicate with their marketing strategies. They are improving their experience-based decisions with data-driven insights that allow them to identify highly specific patient populations, customize digital engagement, and apply multi-point analysis.
The way forward
There are solutions further down the pipeline that hold even greater promise. Some industry disruptors already use AI-fueled clustering associated with consumer data to create highly personalized product recommendations. The marketing app will be to identify the best next message for the patient to move faster from their symptoms to their journey towards treatment.
In marketing, this clustering strategy can be used to serve the right content across different channels to individual patients. These recommendations will be better communicated with more data input. This will make them more relevant, though still providing customers anonymity and privacy.
Automated AI can also help deal with patient disobedience. Algorithms will eventually understand the behavioral patterns that cause it, giving marketers the opportunity to propagate personalized solutions, potential alternative care, and methods to alleviate patient anxiety and uncertainty.
In the meantime, consumer journey mapping, which uses AI, can help unravel the changing nature of consumer relationships with brands. With this insight, marketers can then positively disrupt the journey and maximize engagement by meeting expectations. They will be able to optimize processes including content sequencing, resource allocation across digital and non-digital channels and consumer targeting.
With AI technology, pharma brands and marketers can adopt a consumer-centric strategy that leads to maximum engagement, optimal return on investment, and rapid brand growth.