Leading life sciences brands have joined the AI race over the past few years. Why? Because it gives them superpowers to walk in customers’ shoes, deliver value faster, and even predict what their audience might need next.
While it might seem like all you need is a subscription to an AI tool, we know from experience that undergoing digital transformation takes time, a strong vision, and hard work. In this article, the Viseven team will discuss the benefits of AI analytics, show how to leverage it effectively and offer real-world use cases to illustrate its impact.
Benefits of Using AI-Powered Analytics
Life sciences industry leaders pursue the fastest and the most efficient adoption of AI-powered solutions in their daily operations. Does it mean you should do the same? Well, the most straightforward answer is yes, you should. Right now, artificial intelligence is the major enabler of growth and development for businesses across sectors, and it is likely to stay that way for the foreseeable future. So, it is important to know what value AI-driven analytics provides in your specific business case. To find this out, let’s look at its key benefits:
From storytelling to story-making
Lack of content personalization creates noise for healthcare providers (HCPs), adds to their workload, and, most importantly, distracts from patient care. This is one of the main reasons why the life sciences industry shifts from storytelling to tailored story-making.
What’s the difference, you might ask? A storyteller aims to share their views to educate, persuade, or entertain. While this is valuable, it often overlooks the audience’s perceptions. On the other hand, story-making involves creating messages based on customer feedback, making them the protagonists of their own story.
For instance, if you notice that an HCP has clicked on certain emails or visited specific pages in the past, you can use this information to tailor content to their unique needs. This approach makes the campaign feel more personalized and less like pushy or too salesy life science marketing. Doing this can foster empathy, create an emotional connection, and build lasting relationships.
Real-time engagement
Traditionally, campaigns involve a lot of upfront planning, with budgets, target segments, and marketing channels set months in advance. This leaves pharmaceutical companies little to no wiggle room to adjust mid-campaign.
AI-driven analytics not only personalizes customer experiences but also does so in real time. In other words, it allows for moments-based life science marketing when brands satisfy customers’ needs in the precise moment of interaction. If life sciences companies understand their customers, what they do, and what they need at a specific moment, they can deliver more value and build stronger relationships.
Prediction of trends
AI analytics does not just show what is happening; it anticipates what will happen next. This helps brands stay better prepared for changing customer preferences and market disruptions.
Machine learning (ML) algorithms can apply data analytics to identify industry trends and patterns in HCPs or patients’ behaviors that might go unnoticed by the human eye. This technology highlights which channels, campaigns, and messages will resonate with your target audience.
Businesses can then accurately allocate budgets, refine campaigns, and improve product positioning and pricing. Some pleasant side effects include enhanced customer satisfaction, engagement, and loyalty.
How to Use AI Analytics for Successful Life Science Marketing
To successfully implement AI analytics across your organization, you should make the following key steps:
1. Set your goals
The first thing on your list should be defining your goals with AI analytics. Are you looking to enhance customer experience or predict market trends? Or are you aiming to improve resource spending or content quality? Take a moment to answer these questions and set clear key performance indicators before moving on to the next step.
2. Get everyone on board
Some employees may resist organizational change, fearing AI will replace them. Communicate the benefits of AI analytics and the human role in the process. Explain that AI solutions are only as good as their training data and a human touch is necessary to avoid errors.
Employees should also understand what’s in it for them to foster their intrinsic motivation. Emphasize that AI analytics will minimize repetitive manual tasks and allow them to shift to more creative ones.
3. Handle your data with care
Your data needs to be clean and complete to get accurate analytics results. This involves standardizing it, removing duplicates, and filling in missing values. It is crucial to collect data from different sources like social media, sales, customer engagement metrics, and so on.
Equally important is ensuring ethical marketing practices. Some demographic groups might need to be more represented in your data sources. So, you might need help from human experts to eliminate bias and get the whole picture.
Without regulatory compliance, you consciously risk losing your sensitive data to hackers. You must follow GDPR, HIPAA, and other relevant regulations for storing and managing customer data (the type of regulation depends on your location).
4. Implement your digital marketing strategy
Now, it is time to integrate the technology into your life science marketing strategy. The use of AI analytics will depend on the goals you set at very first stage. At this point, ensure that your team members have all the necessary support and promptly arrange meetings to address any questions or concerns they might have.
Also, make sure to turn your raw data into user-friendly visuals. Graphs and diagrams help make a bunch of numbers easier to understand, analyze, and share with others. Just look at the picture below to feel the difference.
5. Track the campaign performance
Monitor the performance of your life science marketing campaign and adjust it when necessary. Real-time insights will help deliver a more valuable and tailored experience to your target audience.
Conduct A/B testing to compare your digital marketing strategies and determine the most successful ones. If you rely on a modular approach, you will want to reuse content assets that resonate most with your customers.
AI Analytics Use Cases in Pharma
The Viseven team has deep expertise in leveraging AI-powered analytics across life science companies. Let’s see how technology works in real life.
Personalization of Broadcast Emails
Broadcast emails are often seen as impersonal, but we can show you otherwise. Our clients use eWizard, our content experience platform, to send tailored bulk emails to many customers.
With eWizard, a life sciences marketing team selects parameters like HCPs’ specialty, content type, or desired tone. Then, the large language model (LLM) generates targeted text based on the data in your digital asset management (DAM) system. It is worth noting that AI analytics prioritizes content that has performed well in past campaigns, ensuring a message resonates.
The beauty of eWizard is that it shows you exactly which assets informed the generated text. This eliminates AI’s “black box” mystery and adds transparency to the process.
Real-Time Interaction Management
To personalize HCP experiences, we go beyond traditional demographics. We use advanced analytics to understand past interactions, preferred communication channels, and real-time needs.
The journey begins with selecting the right channel (email or messenger). Following the link in the message, an HCP lands on the website tailored to their specific interests. This way, a professional encounters information relevant to their current needs. Then, HCP’s actions trigger personalized emails with a real-time content population.
The given data is fed back into the client’s CRM system. This empowers sales representatives with the next best action, providing tailored suggestions based on the HCP’s preferences.
Trust Your Analytics to Viseven
Crafting marketing strategies without robust AI-driven analytics can cause your campaigns to fall through the cracks. This technology lets marketers understand customers in real time, personalize their experiences, and prepare for future disruptions and challenges.
If you are looking for a MarTech service provider, look no further. Viseven has been securely delivering accurate data insights for over 14 years. Our life sciences marketing experts know how to collect, organize, and visualize data so you can enhance marketing efforts, tailor offerings, and assess your business performance. Our clients report a 95% satisfaction rate, with 80% of new clients coming from referrals.
Please reach out today to let our team know about your plans for AI analytics.
