Top 7 AI Mistakes Pharma Companies Make Posted on July 5, 2024February 4, 2025 by Andrii Nikulin AI can do all sorts of marvelous things these days. It can create beautiful images, craft excellent articles, and even write great songs. Even though the technology is capable of many things, it definitely cannot prevent its users from making bad decisions and huge mistakes. From Google’s Bard AI chatbot making accusations about Big Four consulting firms to deep fakes about famous singers and politicians flooding the internet, many controversial AI incidents impact our society. So, who is to blame: the AI or its user? Our guide will tell you more about AI failures and mistakes and what you can do to resolve these issues and make the most out of artificial intelligence in the pharma industry. What Are AI Mistakes? Artificial intelligence is a truly revolutionizing technology, but it is not flawless: its mistakes can take many shapes and forms. It’s not just about AI giving you the wrong output; it can be any type of error, from biased information to data leaks. It’s sometimes hard to say who’s responsible for some mistakes: a company that implemented AI incorrectly, a developer of a particular AI-powered solution, or just a coincidence that led to big problems. No matter the answer, AI incidents, and mistakes can happen at any time with both small and large language models. Even big corporations might suffer from poor AI decisions: Microsoft had to cancel the launch of CoPilot+ Recall due to backlash over users’ data being continuously recorded and archived, and Netflix was accused of using AI-generated images in a true crime documentary. It seems like almost every other big company has faced negative reactions from society because of AI, and most of the time, it’s poor decision-making to blame. Understanding AI Errors and Incorrect Answers AI, just like any other technology, is far from flawless. Many things about it can make it a dangerous tool, especially in the wrong hands. Let’s take a look at the nature of AI errors and why they happen. Why mistakes occur Even though there are many types of AI failures, we can generally divide them into two categories: mistakes made by machines and mistakes made by humans. We’ll discuss the later ones in another section, but what about the situation where the AI system fails? The reason behind every AI failure is rooted in many limitations and challenges in AI development and deployment. For instance, AI systems trained on poor-quality data will carry over those errors, leading to consistently inaccurate results. Other factors, such as overfitting/underfitting, explainability issues, and the complexity of the tasks, also increase the risk of mistakes or incidents occurring. To understand why something might go wrong, it’s important to understand what types of AI errors there might be, which we will discuss next. Types of AI errors This list will go over some of the most common mistakes. Keep in mind that this list is not exhaustive, and your unique workflows might have other problems and vulnerabilities. Bias AI is capable of being biased, all because it is often trained on biased data. For example, a study by The Conversation exposes how Midjourney, a generative artificial intelligence tool, displays bias in the different types of images it creates. In some pictures, women were mostly shown younger than men and had fewer wrinkles; all images were conservative in how they portrayed different people, showing no tattoos, piercings, etc. Lack of common sense Common sense is innate to human beings, and it is not found anywhere else in either the natural or human-made world. It’s common sense for us that it’s dark at night and light during the day. But is it the same for AI? It does not “think” the way people do, meaning that it doesn’t have common sense. It’s trained on certain sets of data, which can be of bad quality, causing AI to sometimes spur out nonsensical information and untrue facts. AI hallucination Have you ever asked an AI chatbot, like ChatGPT, a question only to receive an answer that sounded both adequate and inadequate at the same time? If that happened to you, it’s okay: things like that occur more often than you might imagine. This type of error happens due to the AI’s ability to generate content even when it does not know the right answer. Its response might sound coherent, but the factual part of it will be far from the correct answer. This is an especially important mistake to remember since many users believe that AI, since it’s trained on large datasets, will never give you faulty information. Catastrophic interference Neural networks, inspired by the human brain, help machines learn and understand information and make predictions based on that knowledge. Unlike the human brain, a neural network may struggle to connect new information with previously learned data. This is a so-called catastrophic interference or catastrophic forgetting, and because of it, it might be harder to train some AI models. While humans can retain previous knowledge even as they learn new information (e.g., knowing that 1 + 1 = 2 or that the sun rises in the morning and sets in the evening), many neural networks struggle to connect all the information they learn after being updated. However, methods such as meta-learning, regularization techniques, parameter isolation, and other approaches can help mitigate catastrophic interference. TOP AI Mistakes Companies Make That Are Worth Your Attention Mistakes are not only about errors in how machines think and operate; many failures and incidents also occur due to human factors. Let’s take a look at some of these and discuss how they can be overcome. The shiny object syndrome When any type of technology becomes popular, sooner or later, everyone tries to integrate it into their workflows. Right now, numerous pharmaceutical companies are investing in AI tools that don’t align with their goals, and they do that without even realizing the problem behind this investment. AI is great, and everyone uses it to stay ahead of the competition, right? Well, this is only true if artificial intelligence is used correctly. Your company doesn’t need another expensive software if it’s not clear what kind of value it will bring. So, how can you leverage the capabilities of AI without making unnecessary investments? Know your goals. Define what you’re trying to achieve with the help of AI, and seek the right tools that will help you meet your goals. Based on the proven results, scale gradually and expand AI integration. Data dilemmas So many businesses rush into AI implementation that they forget to assess the risks the technology poses, including concerns regarding data access and safety. There is still a lot of bias towards the use of AI in many industries, and for a good reason: AI-based projects might go in a completely wrong direction due to inaccurate and incomplete data, and all of this can happen just because of one simple mistake that can go unnoticed just because the companies trust AI too much. Of course, the described situation sounds a little bit too dramatic. However, let’s not forget that whenever there is a new tech, there are many worries about data safety. If you want to make the most of AI and mitigate all possible risks, invest not only in AI-powered software but also in some security measures and data governance. AI-generated content risks According to the reports, 73% of marketers these days use AI to create different types of content. Almost everyone in the marketing field utilized artificial intelligence to some degree. For sure, AI-generated content has many benefits, such as faster content delivery, increased efficiency, and reduced content production costs. Still, there are many issues AI-generated content entails, such as factual inaccuracies, ethical and compliance concerns, lack of emotional connection, and plagiarism. GenAI is excellent at assisting content creators, but it is not yet a perfect solution for standalone content generation. To avoid creating and distributing misleading content that might cause reputation damage, focus on the usage of specialized AI models and maintain human oversight of all processes delegated to AI. Remember that there are no AI systems capable of fully replacing humans, nor should you do as well. Navigating regulatory minefields with custom tools Artificial intelligence can assist companies in the early detection of safety risks and other issues related to compliance. Everything sounds great on paper until the benefits of AI turn into disadvantages. Many custom solutions, especially made by third parties, can result in validation, compliance, and transparency challenges, putting companies at risk of data leaks and breaches. AI-based projects might be delayed or even derailed due to regulatory problems, often tied to unsafe utilization of technology. To prevent anything like this from happening, it’s important to work with regulatory agencies and follow industry guidelines, even if it sometimes seems too much. The talent gap Many companies are having difficulty attracting and retaining experts in the current competitive market due to talent shortages. In 2024, the hiring gap for all AI positions was estimated to be around 50%. Moreover, according to Deloitte, only 17% of organizations are looking for solutions to the problem. Both junior-level workers and seniors in many industries are experiencing difficulties getting used to the new technology, and for some, it is especially hard to adjust to the changes. The scarcity of experts in the new technology is a common problem. This happened many years ago when computers were first introduced to the general public. The first companies to solve this problem were those willing to invest in training their staff rather than solely searching for newly educated experts. If you’re dealing with the same problem, consider partnering with reliable technology vendors instead of seeking new people outside of your organization. Lack of change management The world never stands still. New technologies emerge, and old traditions go away. It’s important to always remember that and change your ways as the world evolves. Many companies are now making the same mistake again: instead of preparing their organization for AI adoption, they choose to either completely ignore it or force their employees to figure out everything by themselves. AI is here to stay, and the sooner you develop a comprehensive change management plan that covers all aspects of staff training and support, the better. Misaligned incentives Many businesses rush into AI implementation without even considering their goals. As a result, they don’t get any long-term value from the AI tools and solutions they choose and focus on short-term gains instead. For example, some companies deploy AI too quickly, which is already a huge problem itself, and don’t create any training programs for the employees. Even though organizations still receive the desired solution as soon as possible, in this case, without adequate staff training, it is impossible to achieve high-quality, long-term outcomes. Here is another example. Let’s say a clinic decided to implement a facial recognition system. Immediately, the establishment would improve their safety and increase patient identification. Also, such a system would save the clinic a lot of money. But is it everything a facial recognition system can do? In the long term, it can provide data-driven insights that can help the clinic personalize its greetings and services, which would definitely increase patient satisfaction and loyalty. No matter what type of AI solution you decide to implement, aligning it with patient-centric goals and considering the broader impact on your patients is crucial. With AI-powered analytics, organizations can learn more about their customers and deepen their relationships. Keep your patients and their needs in mind every time you consider introducing a new strategy or integrating different tools into your workflows, as all of it will have just as much impact on your customers as it has on your employees. Closing Thoughts Don’t underestimate human capabilities, and don’t overestimate AI’s. This technology is still evolving, and even when it does reach its peak, it will still need us, humans, to fully unleash its potential. You should not only embrace AI but also learn its strengths and weaknesses. Hundreds of thousands of businesses are looking for the best AI solutions right now. If you are ready to implement artificial intelligence into your workflows, contact us today to start your transformational journey. Our experts are always ready to provide you with detailed information on all AI-driven solutions we offer.
Healthcare Data Security: Protecting Patient’s Info Posted on June 26, 2024February 28, 2025 by Andrii Nikulin With the rapid digitization of medical records and increasing reliance on electronic systems, the importance of data security in healthcare cannot be overstated. Healthcare organizations are entrusted with vast amounts of highly sensitive information, including medical histories, diagnoses, treatment plans, and personal identifiable data. A single breach or data security issue in healthcare can have devastating consequences, jeopardizing individuals’ privacy and the integrity of clinical decision-making. One of the biggest threats to the security of healthcare data is the potential for unauthorized access by malicious actors or inadvertent mishandling of sensitive information. The latest data from the Office for Civil Rights shows 315 cyber attacks on the medical sector in 2024. Alarmingly, the most prevalent type of data breach has been hacking/IT incidents, highlighting the persistent threat posed by malicious actors exploiting vulnerabilities in healthcare organizations’ digital infrastructure. This underscores the urgent need for robust cybersecurity measures and proactive threat prevention strategies to safeguard patient data and mitigate the consequences of cyber attacks targeting the medical field. Let us figure out what data protection means for healthcare organizations and how you can achieve higher levels of security for sensitive data within the clinical environment. What is Healthcare Data Security? Healthcare data security refers to the measures and practices implemented to protect sensitive patient data, health information, and digital data within healthcare organizations. It encompasses a wide range of safeguards and security protocols aimed at preventing unauthorized access, data breaches, and security incidents that could compromise protected health information. Effective data security requires a comprehensive approach that addresses both technical and administrative aspects. This includes implementing robust data encryption techniques and role-based access control (RBAC) measures to ensure that only authorized users can access sensitive patient data. Additionally, it involves establishing rigorous policies, security management processes, and ongoing security awareness training for healthcare practitioners to cultivate a culture of data protection and privacy. The healthcare sector remains a prime target for cyber attacks, with malicious actors continuously seeking to exploit vulnerabilities and gain unauthorized access to valuable patient health information. Successful data security in healthcare requires a proactive approach to threat prevention, regular risk assessments, and the implementation of strong security measures to protect patient data and safeguard patient safety. By prioritizing data security for healthcare and implementing robust security protocols, healthcare organizations can not only protect sensitive patient information but also maintain data integrity, foster trust, and facilitate secure medical research and healthcare services. What are Related Challenges to Consider? Establishing adequate data security in healthcare is an uphill battle fraught with numerous challenges and risks. The sheer value of healthcare data, encompassing personal details, financial information, and comprehensive medical records, makes it an irresistible target for cybercriminals. This data can be exploited for identity theft, financial fraud, or sold on the dark web, making healthcare organizations high-value targets for sophisticated attacks and complex security breaches. Complexity of the healthcare ecosystem The complexity of the healthcare ecosystem, with its dense network of providers, insurers, and technology vendors, further amplifies vulnerability. Each participant in this interconnected web represents a potential entry point for cyberattacks, and the diverse nature of their systems and cybersecurity preparedness complicates the security landscape. As data flows across this ecosystem, the risk of exposure multiplies, necessitating stringent measures and collaborative cybersecurity strategies. Rapid adoption of digital technologies The rapid adoption of digital technologies, such as electronic health records, telemedicine platforms, and remote patient monitoring tools, expands the attack surface and creates new vulnerabilities. Legacy systems The prevalence of legacy systems in healthcare settings also makes them more susceptible to cyber attacks, as these outdated systems often lack regular security updates and patches to address emerging threats. This increased digital footprint demands robust cybersecurity measures to protect patient data and ensure service continuity. Regulatory compliance Compounding these challenges are stringent regulatory demands, with frameworks like HIPAA, GDPR, and HITECH Act setting baseline standards for data protection and severe penalties for non-compliance. Adhering to these regulations while safeguarding patient privacy and upholding service integrity and availability is a continuous endeavor for healthcare organizations that requires effective compliance management. Role of HIPAA and HITRUST Compliance for Healthcare Organizations HIPAA and HITRUST compliance is paramount for healthcare organizations to ensure robust data security and safeguard sensitive patient data. Here’s an overview of their significance in the context of data security in healthcare. HIPAA HIPAA (Health Insurance Portability and Accountability Act) serves as the cornerstone of healthcare data security in the United States. This federal law establishes the legal foundation for protecting sensitive healthcare data and electronic protected health information. Privacy and Security Rules – HIPAA’s Privacy Rule protects patient health information, while the Security Rule focuses on safeguarding electronic health records (EHRs) and other digital data. Breach notification – Requires healthcare organizations to report data breaches involving protected health information (PHI) to affected patients and relevant authorities. Access controls – Mandates that only authorized people can access sensitive patient information, promoting the principle of role-based access control. Data encryption – Encourages the use of data encryption to secure patient records and health information during storage and transmission. HITRUST HITRUST (Health Information Trust Alliance) plays a pivotal role in enhancing data security and ensuring robust data protection practices across the healthcare sector. At its core, HITRUST offers a comprehensive framework known as the Common Security Framework (CSF), which provides healthcare organizations with a standardized approach to managing security and privacy. This framework incorporates various healthcare regulations, offering a unified solution to address the complex landscape of data security in healthcare. Risk management – Helps healthcare institutions assess and mitigate data security issues in healthcare more effectively. Certification process – Offers a rigorous certification that demonstrates an organization’s commitment to healthcare data protection and information security. Threat prevention – Regularly updated to address evolving cyber attacks and security incidents in the healthcare sector. Third-party assurance – Provides assurance to patients, healthcare workers, and business associates about an organization’s data security practices. Top Healthcare Data Security Best Practices To significantly enhance your data protection efforts and reduce the risk of breaches and other security incidents, consider implementing these nine top healthcare data security best practices. Implement strong access controls: Utilize role-based access to make sure that only authorized users can access sensitive patient data. This includes multi-factor authentication and regular access audits. Develop and maintain security policies: Create clear, detailed security policies and procedures aligned with HIPAA Security Rule requirements. Ensure all healthcare workers are trained on these policies regularly. Encrypt sensitive data: Utilize robust data encryption for both data at rest and in transit. This applies to electronic health records, protected health information, and other sensitive medical data. Conduct regular risk assessments: Perform comprehensive security risk analyses to identify vulnerabilities in your health information technology systems and processes. This helps in proactively addressing potential data security issues in healthcare. Keep systems updated: Regularly update and patch all software, like operating systems, applications, and medical devices to protect against known vulnerabilities and cyber attacks. Train staff on security awareness: Conduct regular training sessions to educate healthcare workers about data security best practices, phishing threats, and the importance of protecting sensitive patient information. Have a robust incident response plan: Develop and regularly test a comprehensive plan for responding to data breaches or other security incidents in compliance with HIPAA breach notification requirements. Carefully manage third-party vendors: Healthcare companies frequently rely on third-party vendors for a variety of services. Ensure that all business associates and third-party vendors adhere to the same rigorous data security standards to maintain the integrity of your healthcare data protection efforts. For instance, our eWizard platform recently enhanced its security with penetration testing. Backup data securely: Regularly backup all critical health data and store backups securely, preferably off-site or in a secure cloud environment, to ensure data integrity and availability in case of a security incident. Healthcare Data Security Insights and Trends Healthcare data security is evolving rapidly in response to technological advancements and emerging threats. Let’s discuss. Switch to electronic records The transition to electronic health records (EHRs) has been a pivotal development in health information technology, dramatically improving the efficiency of patient care. However, this digital transformation has also expanded the attack surface for cybercriminals, making healthcare organizations high-value targets for data breaches. The widespread adoption of EHRs, which surged from 6.6% to 81.2% in the decade leading up to the COVID-19 pandemic, underscores the urgent need for enhanced data security measures to safeguard sensitive patient information. Rising threats Cybersecurity threats in healthcare continue to rise, with phishing attacks emerging as the most prevalent method for compromising data security. The increasing sophistication of these attacks, potentially leveraging artificial intelligence for more convincing phishing campaigns, poses a significant challenge to healthcare institutions. To combat these threats, organizations are turning to AI-powered security solutions for advanced threat detection and real-time incident response, helping to mitigate the risk of healthcare breaches. Unique nature of healthcare data The unique nature of healthcare data adds another layer of complexity to data security challenges. Healthcare organizations handle vast amounts of sensitive patient data, often stored across multiple systems and providers. This diverse and unstructured data, accounting for about 30% of the world’s data volume, creates interoperability issues and multiple points of vulnerability. To address these challenges, emerging technologies like blockchain are being explored to ensure data integrity and prevent unauthorized modifications to protected health information. IoMT security The rise of the Internet of Medical Things (IoMT) is another significant trend impacting healthcare data security. As more medical devices become connected, securing this expanding network becomes crucial for protecting patient safety and privacy. Healthcare organizations must implement robust security measures to safeguard these devices and the sensitive healthcare data they transmit and store. Cloud security As healthcare organizations increasingly migrate to cloud-based solutions, ensuring robust cloud security becomes paramount. Cloud security measures must be implemented to protect electronic protected health information and maintain HIPAA compliance in these distributed environments. Final Remarks The healthcare sector faces unprecedented challenges in data security, driven by technological advancements, evolving cyber threats, and regulatory changes. To address these challenges, healthcare organizations must adopt a multi-faceted approach to data security, leveraging emerging technologies like AI and blockchain, implementing strong access controls and encryption, and fostering a culture of security awareness among healthcare workers. Crucially, this commitment to data security must extend beyond the organization itself to encompass all vendors and collaborators in the healthcare ecosystem. It’s essential that every entity with access to sensitive healthcare data adheres to the same rigorous cybersecurity standards. At Viseven, we exemplify this commitment to healthcare data security. As an ISO-certified company, we regularly train our employees on the latest cybersecurity policies and best practices. Our solutions undergo rigorous testing to ensure they are robust and secure, providing our healthcare clients with the confidence that their sensitive patient data is protected to the highest standards. By staying on top of these trends, implementing comprehensive healthcare data security solutions, and partnering with security-conscious vendors like Viseven, healthcare organizations can better protect sensitive patient information, maintain regulatory compliance, and ensure the integrity and confidentiality of healthcare data in an increasingly digital landscape. This holistic approach to data security in healthcare not only safeguards patient privacy but also fosters trust and enables the safe adoption of innovative health information technologies that can improve patient care and outcomes.
AI-Powered Analytics for Life Sciences Marketing: What You Need to Know Posted on June 12, 2024January 7, 2025 by Andrii Nikulin 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.
The Role of Advanced Portals in Modern Healthcare Posted on May 29, 2024February 28, 2025 by Andrii Nikulin Healthcare providers (HCPs) must stay up to date on the latest research, clinical trials, and innovative medications to deliver high-quality, safe patient care. The main challenge, however, is finding time for self-education. On average, a physician sees 20 patients a day. Add electronic health records keeping, administrative tasks, and personal obligations, and the time crunch for learning becomes evident. HCP portals were designed to address this issue. These platforms offer personalized summaries of the most critical findings in the field, freeing up time for professionals to focus on what matters most: their patients. In this blog post, the Viseven team will explore the benefits of HCP portals in healthcare and offer real-world examples of how they make a difference. What Are HCP Portals? HCP portals are digital solutions that allow healthcare professionals to stay abreast of current trends and news relevant to their specialty or area of interest. These tools often provide personalized online health information on clinical trial updates, medication releases, upcoming conferences, and networking events. Healthcare portals can also serve as platforms for communication with industry peers and have additional features such as patient data management and analytics. Biggest challenges HCPs currently face Today, HCPs face many challenges, from administrative burdens to a need for more informed decision-making. Let’s discuss them in more detail. Administrative burden: HCPs are overwhelmed with paperwork and bureaucratic tasks. According to the latest findings, professionals spend approximately 4.5 hours daily on electronic health records (EHRs). Unsurprisingly, this workload reduces their time for direct patient care and impacts the quality of healthcare services. Being unable to spend sufficient time with patients, they often experience a lack of fulfillment, chronic fatigue, and burnout. Staying up-to-date with the latest research: HCPs are drowning in to-do lists; unfortunately, continuing education often stays on the back burner. Instead of being exposed to targeted updates on what is relevant to them, they are bombarded with irrelevant studies, events, sales pitches, and invitations. The HCPs need relevant info on the latest discoveries in their fields, drug developments, and relevant patient-doctor cooperation techniques. Medical web portals have the potential to resolve this challenge for HCPs and help them improve the quality of medical services. Communication security: HCPs often share patient information with their peers to seek second opinions or offer their perspectives. However, this data is highly sensitive and vulnerable to hacker attacks. Providers face the challenge of finding compliant communication platforms that ensure fully secure communication. Lack of informed decisions: The sheer volume of data, like demographics, medical history, and treatment plans, makes it hard for HCPs to see their patients’ overall health status. Because they cannot easily spot patterns in the data, specialists may not arrive at the optimal evidence-based care for a patient. Role of Advanced Portals in Modern Healthcare We brought up all these challenges for a good reason. Now, we want to show you how advanced medical portals can mitigate them successfully: Enhancing HCP productivity An advanced health portal often streamlines HCPs’ workflows by automating routine tasks, like sending reminders or scheduling appointments. Integrations with billing platforms or EHR systems allow them to manage administrative tasks more accurately and efficiently. This means they no longer have to manually create invoices, track payments, or update patient health records. Automation enhances their productivity while lowering the error rate to almost zero. Making self-education easy Health portals provide centralized platforms with valuable content, such as clinical guidelines, articles, news, online courses, and references. By storing highly personalized information in one place, health professionals save time when conducting research. Safeguarding health information exchange Compliant HCP portals enable specialists to communicate without compromising patient confidentiality. Health care portals or employee health portals must comply with relevant regulatory legislations such as HIPAA or GDPR. That is why developing web portals in healthcare requires technical expertise and full compliance on the software vendor’s side. Professionals can message their senior peers to consult on complex cases or rare diseases and share lab results. At the same time, experienced and knowledgeable HCPs can offer expert advice when needed. Supporting data-driven decision-making A siloed patient care, where HCPs are unaware of medical histories or prior treatments, can lead to poor clinical outcomes. With HCP portals, all pieces of the puzzle come together, allowing healthcare professionals to view relevant patient data and take a holistic approach to therapy. This helps identify correlations and trends that might otherwise be overlooked, predict the course of the disease, and find the most effective treatment based on the patient’s unique needs. Advanced portals may also offer data visualization features. A single dashboard or graph can convey more than a thousand figures and words. By simplifying complex information, HCPs can effectively communicate insights with industry peers. Things to Consider When Developing an HCP Portal To make your portal truly valuable to HCPs, it is essential to pay attention to the following aspects: Data Security Data security is pivotal, and the statistics prove it. Over 500 healthcare facilities suffered data breaches in the past year, affecting more than 112 million patients. On average, it takes 236 days to recover from a breach, not to mention the $500 cost per compromised health record. Your HCP portal must comply with HIPAA or GDPR to prevent authorized access to sensitive patient data. In other words, you must implement robust security measures, like encryption and authentication, to ensure that only HCPs access private information. Access controls are important in controlling who accesses what information. User Experience Pharmaceutical businesses can alienate HCPs with designs that are cumbersome and difficult to navigate. User-unfriendly elements, such as poorly placed icons or verbose language, can overwhelm HCPs and drive them to abandon the portal. As noted, HCPs are occupied with patient care and EHR-related tasks. They do not have time to learn how to use a complex portal. That is why it is essential to have intuitive navigation and concise language that mimics natural conversation. Besides, a user-friendly portal must be adaptable to HCPs’ unique accessibility needs, like adjustable fonts, high contrast settings, or multilingual support. Relevant Content Consumers tend to get annoyed when companies bombard them with marketing-centric content. This creates an impression that profits are the major motivator rather than customer satisfaction. A recent study reveals that 62% of HCPs believe pharmaceutical marketing materials consist solely of advertisements. This finding highlights the HCPs’ frustration and wish for more personalized information that brings value to their practice. Data analytics and AI help life sciences brands craft engaging, tailored content for HCPs. AI algorithms shed light on complex data patterns and trends, letting them capitalize on HCP preferences for content type or format. On top of that, the omnichannel approach to marketing helps businesses to liberate their content from the constraints of platforms and formats and focus on a hyper-personalized experience for the audiences. For instance, businesses can now publish purely informative content on healthcare platforms for HCPs and then supplement it with more marketing-oriented materials across other media. Such an approach is at the core of Viseven vision for the future of content marketing in Pharma. Real Life Healthcare Portal Examples that Improve the HCP Experience The Viseven team has spent more than a decade developing robust HCP portals, and now we want to share some of their success stories: Medical Portal for Boosting HCP Loyalty Our client, a global biopharmaceutical brand, approached us to help build an HCP portal showcasing its unique expertise. The portal had to feature valuable content on the latest research, training, and events. One key goal was strengthening the brand’s position as a trusted resource. To achieve this ambitious goal, we had to ensure their content was safe and evidence-based. Our experts integrated the portal with one of the leading content management systems (CMS) for easy online access to Medical Legal Regulatory (MLR)– approved materials. Additionally, we implemented Google Analytics to understand how HCPs engaged with the platform: how long they stayed on the page, what links they clicked, and which articles had high bounce rates. These insights helped us tailor content specifically to the HCPs’ areas of interest and needs. As a result, the pharmaceutical company saw enhanced engagement among HCPs, who would value access to valuable scientific content over intrusive advertising. This way, the HCPs should come to trust the company more and become loyal customers over time. Healthcare Portal to Drive Higher HCP Engagement Our client, an international pharmaceutical company with a presence in over 140 countries, wanted to build a web portal to deliver engaging content for HCPs. They also needed consolidated storage where marketers could easily find materials that have already undergone the MLR process. We created a secure portal that integrates with both a CRM system and a CMS, providing easy access to MLR-approved content. Additionally, we provided marketers with a custom analytics tool for deeper insights into HCP preferences. For local administrators, we ensured a user-friendly WordPress interface for adding podcasts, videos, articles, and even managing events. The company saw significant improvements thanks to this approach to HCP portal development. Storing approved assets became much easier, saving both time and effort in creating quality content. Powerful analytics tools helped them not only increase engagement with HCPs but also build stronger, lasting relationships. It is no surprise that more than 20,000 HCPs became loyal portal users. Build a Robust HCP Portal with Viseven Today’s HCPs want easy access to relevant content without worrying about data security. Therefore, pharmaceutical companies that deliver secure, user-friendly HCP portals stand apart from competitors, position themselves as thought leaders, and foster strong customer relationships. As a leading MarTech service provider with over 14 years of experience in life sciences and pharma, we have helped numerous clients launch robust HCP portals. Our dedication to client satisfaction is reflected in their consistent 95% positive feedback rate. Viseven has assisted over 100 world-renowned brands in navigating marketing transformation, driving engagement, and enhancing brand recognition. If you also need help, feel free to reach out to us, and we will discuss the ways to empower your digital transformation.
Pharma 4.0: What You Need to Know Posted on May 23, 2024February 28, 2025 by Andrii Nikulin The pharma industry is on the cusp of a digital revolution, and Pharma 4.0 is leading the charge. With the global Pharma 4.0 market expected to reach $62.7 billion by 2032, this game-changing concept is set to transform the way drugs are discovered, developed, manufactured, marketed, and delivered. But implementing Pharma 4.0 isn’t a simple task. It requires a comprehensive strategy, a culture of innovation, and a willingness to embrace change. In this article, we’ll explore what Pharma 4.0 entails, the key technologies driving its adoption, and the steps your company can take to successfully implement it in 2024 and beyond. What is Pharma 4.0? The Pharma 4.0 definition lies in the transformative adoption of Industry 4.0 principles and cutting-edge digital technologies within the pharmaceutical industry. It represents a paradigm shift towards intelligent, interconnected, and data-driven pharmaceutical manufacturing processes. At its core, Pharma 4.0 leverages technologies such as artificial intelligence (AI), machine learning, the Internet of Things (IoT), cloud computing, and big data analytics to enhance efficiency, quality, compliance, and end-to-end visibility across the entire pharmaceutical value chain. Bringing Industry 4.0 to Pharma To understand the industrial revolutions’ impact on pharma and life sciences industries, let’s explore the past. The first industrial revolution (1760 to 1830) was characterized by the transition from manual production methods to machines powered by water and steam. This first industrial revolution didn’t have any instant influence on pharma, but it planted the seeds of the future revolution. The second industrial revolution (late 1800s and early 1900s) was marked by the introduction of electricity and the assembly line which enabled mass production. For pharma, it was a period of advancement, as Pfizer was established in 1849, Bayer in 1863, and Lilly in 1876. Pfizer supplied medicine for the Union during the war, Bayer commercialized aspirin, and Lilly focused on R&D and manufacturing. In the late 18th century, Switzerland swiftly developed pharma, as textile and dye manufacturers realized that their products had antiseptic properties. The third industrial revolution (late 20th century) was driven by the advent of computers, automation, and electronics, leading to a more automated and programmable manufacturing process. This period in pharma saw the introduction of many familiar institutions and the mass production of essential technologies. Particle counters became widely available, computers facilitated research and information sharing, and communication technology enabled unprecedented global collaboration. The fourth industrial revolution, or Industry 4.0, refers to the ongoing transformation of traditional manufacturing and industrial practices through the integration of advanced digital technologies in business processes, like IoT, AI, cloud computing, augmented reality, big data and analytics, advanced robotics, additive manufacturing (3D printing), and cyber-physical systems. These technologies make their way into the pharmaceutical industry, driving digital transformation and creating Pharma 4.0. So, what key needs guide companies on the way to Pharma 4.0? Pharma is strictly regulated, so it faces rigorous scrutiny when implementing changes that influence production and related aspects, creating a need for a reliable pharmaceutical quality system. Pharmaceutical manufacturers, vendors, and professionals have already begun exploring viable applications of Industry 4.0 within their organizations, while the International Society for Pharmaceutical Engineering (ISPE) is working towards better defining the various aspects that characterize Pharma 4.0. While this solution is still far from being fully realized, and the current progress is likely just the first steps in a lengthy journey with an uncertain final destination, the ISPE European Pharma 4.0 Conference emphasized several key messages that guide along this path. Beyond automation Automation alone will not be the sole transformative element in Industry 4.0 programs. Several other key factors, such as quality and holistic control strategy, workforce, efficiency, integration, and collaboration, will play a fundamental role in shaping the pharma smart factories of the future. Collaborative ecosystems The term “value supply chain” highlights the need for companies to proactively collaborate with partners in an integrated supply chain, creating a system where information, raw materials, and products flow freely. Machine and equipment vendors must take an active role in building these streamlined systems. Leveraging existing data While technological innovations in the form of new equipment, software, and services are necessary for a meaningful Industry 4.0 implementation, existing data sets should not be discarded. Advanced analysis techniques can be applied to existing data to provide useful, production-relevant insights. In this context, data integrity also becomes a major concern for the pharma businesses. “By Design” approach Industry 4.0 will involve not only innovation and technological breakthroughs but also improvements that allow pharmaceutical manufacturers to incorporate specific features into machines, software, or processes at their point of creation. Human-centric approach Although Industry 4.0 may seem focused on machines, integration, methodologies, and processes, it is ultimately based on the most powerful asset any company could have: its workforce. The human factor is a key success driver, as the objective is not to replace humans with machines but to allow humans to work on value-added activities where their creativity and problem-solving capabilities can be fully utilized. Embracing change Believing in the upsides of Industry 4.0 is essential to find the next steps and see them through to implementation. Being disruptive can allow for finding new and radical solutions to long-standing problems. Pharma is embracing these Industry 4.0 technologies and messages across the entire value chain, from drug discovery to manufacturing, quality control, supply chain management, and regulatory compliance. This pharma digitalization promises to usher in a new era of intelligent, connected, and data-driven pharmaceutical operations, where personalized medicine, agility, and operational excellence reign supreme. Advantages of Pharma 4.0 Overall, Pharma 4.0 offers pharmaceutical companies the opportunity to transform their operations, enhance product quality and safety, improve efficiency, and meet the evolving needs of patients and regulatory bodies, ultimately driving innovation and long-term business success. But let’s discuss the advantages one by one. Better operational efficiency By leveraging technologies like automation, robotics, IoT, and cyber-physical systems, pharma companies can streamline and optimize their manufacturing processes, leading to higher productivity, reduced downtime, and lower operational costs. Higher product quality Advanced technologies like real-time monitoring, process analytics, and AI-driven quality control systems can help ensure consistent product quality, reduce deviations, and minimize the risk of batch failures or product recalls. Improved supply chain visibility Incorporating technologies like blockchain, IoT sensors, and digital twins can provide full visibility and traceability throughout the pharmaceutical supply chain, improving logistics, reducing counterfeiting risks, and enabling better inventory management. Accelerated time-to-market By leveraging advanced modeling, simulation, and additive manufacturing (3D printing) technologies, pharma companies can accelerate the drug development process, reduce time-to-market for new products, and respond more quickly to market demands. Personalized medicine Additive manufacturing (3D printing) and modular production facilities enabled by Pharma 4.0 can facilitate the production of personalized medicines and small batches tailored to individual patient needs, supporting the growing trend of personalized medicine. Regulatory compliance Pharma 4.0 technologies, such as IoT, data analytics, and blockchain, can enhance data integrity, traceability, and transparency, helping companies meet evolving regulatory requirements and maintain compliance throughout the product lifecycle. Pharma 4.0: Step-by-Step Instruction Digital maturity is a key facilitator of the Pharma 4.0 operating model. Industrie 4.0 Maturity Index outlines six phases of digital maturity, from computerization to adaptability. Companies at the maximum level of digital maturity will be self-adapting, capable of enduring tumultuous economic periods and fast-shifting corporate objectives to capitalize on opportunities. #1 Computerization The first stage of digital maturity involves automating simple manual tasks with digital technologies. The idea is to identify repetitive operations done better by computers, laying the groundwork for a digital infrastructure. #2 Connectivity Data silos emerge due to information technology, operation technology, and communication systems being out of sync with one another, To allow employees to complete their job efficiently, you need to integrate the systems so that data flows smoothly. #3 Visibility At this stage of digital maturity, many companies can begin seeing gradual improvements. The interconnectivity between people, machines, and processes generates a comprehensive digital footprint of production activities. This wealth of data can be leveraged to fuel real-time, data-driven decision-making. #4 Transparency As more data is collected, it unveils new insights into intricate systems that were previously obscured. Advanced analytics open up opportunities for optimization and improvement across various domains. #5 Predictability At this stage, detailed production records allow companies to predict and rectify issues before they occur. #6 Adaptability Systems foresee problems and automatically take appropriate action. At its most evolved, these systems are self-correcting and autonomous. Pharmaceutical Manufacturing in the Era of Pharma 4.0: A Glimpse into the Future The pharmaceutical industry’s future looks to be a fully digitalized and interconnected manufacturing landscape. Smart factories use modern technologies to connect all aspects of the manufacturing process. This enables real-time optimization, predictive maintenance, and autonomous decision-making capabilities. These factories have the potential to anticipate and address possible issues before they occur by leveraging IoT sensors, advanced analytics, and machine learning algorithms. This results in reduced downtime and uninterrupted production. Moreover, the integration of cyber-physical systems enables virtual simulations and rapid prototyping, improving manufacturing processes. The increased need for personalized medicine has resulted in a trend toward modular and flexible production methods. Additive manufacturing and modular production facilities enable the development of personalized medicine and small batches that are suited to particular patient requirements. Additive manufacturing enables the development of complicated drug delivery systems and tailored dosage forms, whereas modular facilities allow for the rapid reconfiguration of manufacturing lines for diverse pharmaceutical product types and batch sizes. This paves the path for mass customization and patient-centric manufacturing, which will revolutionize pharmaceutical production and delivery. However, while the benefits of Pharma 4.0 are substantial, its implementation is not without challenges. Challenges in the implementation of Pharma 4.0 Legacy systems, data integrity concerns, regulatory hurdles, and resistance to change can act as barriers to the successful adoption of Pharma 4.0 technologies. To overcome these challenges, pharma companies must develop comprehensive strategies that address data governance, cybersecurity measures, and regulatory compliance. Partnering with digital technology providers and regulatory bodies can help navigate the complexities of implementing Pharma 4.0 solutions while ensuring compliance with industry standards. It’s also paramount to maintain effective communication between all stakeholders, including executives, managers, vendors, pharmaceutical MSLs, and HCPs to ensure alignment and address concerns early. Fostering a culture of innovation and change management is crucial to facilitate the successful integration of these technologies. By embracing Pharma 4.0 and its accompanying best practices, pharmaceutical companies can unlock new levels of efficiency, quality, and innovation in the manufacturing of life-saving drugs. Implement Pharma 4.0 with Viseven The pharmaceutical value chain doesn’t stop with the manufacturing process. The goal is to deliver the pharmaceutical products to the final consumer — patients. To successfully achieve that, it’s not enough just to produce drugs without any other communication with your customers. That’s why investing time and resources in marketing is equally crucial as in other areas. Pharma 4.0 technologies and tools can help you optimize your marketing processes whether you’re promoting Rx or OTC products, and enhance communication with your target audience. Let’s learn how Viseven’s eWizard platform introduces Pharma 4.0 technologies into your marketing. eWizard is a content experience platform tailored for pharmaceutical marketing that enables companies to plan, create, collaborate on, distribute, manage, and integrate digital content at scale. The platform is powered with AI features that simplify content management and empower businesses to create personalized and relevant content while complying with MLR rules. Here’s a breakdown of eWizard’s AI-driven features. MLR acceleration engine MLR acceleration engine can speed up time-to-market by predicting the likelihood of content approval and alerting content creators when revisions are required. The solution also lets users upload emails and eDetailers for error analysis that can detect context mismatches and skipped references. AI algorithms play a crucial role in content creation and approval processes. They not only identify incorrect or non-compliant content pieces but also provide valuable suggestions on how content creators can rectify these issues, thereby increasing the chances of approval on the initial submission. Users have access to a set of rules and corresponding comments for assets that have not been approved. Leveraging these comments, content creators can adjust their messaging, streamlining the overall content approval process. Auto-tagging You can leverage auto-tagging to create highly personalized and compliant marketing campaigns that resonate with your target audience. AI software allows to automatically categorize and organize structured and unstructured digital content. The system utilizes computer vision to tag audio and video content, and natural language processing to tag text files. With these tags and the organized databases that store them, pharmaceutical companies can gain valuable insights into the performance of their content modules across various channels. This data-driven approach allows them to identify the most engaging content pieces that truly connect with their target audience, facilitating more effective and targeted marketing efforts. Smart search Thanks to the auto-tagging functionality and a wide array of tags, your assets are enhanced with additional contextual metadata, enabling smart search. With smart search you can find the needed content pieces in a matter of seconds, even if you handle vast amounts of data (which is usually the case for pharma), streamlining content production. AI-simulated speaker presentations eWizard enables users to produce compelling AI-simulated speaker presentations. Our clients can create content by selecting and animating an avatar that looks like a person giving a presentation. eWizard’s avatars look like actual humans, with realistic facial expressions. The solution also includes several languages and voice samples for additional customization. Companies can dramatically boost healthcare professionals’ engagement by using avatar presentations without investing considerable costs in production. Summing Up The future of pharma hinges on the successful implementation of Pharma 4.0. Companies that embrace this transformation will gain a significant competitive edge, driving efficiency, quality, and innovation in medicine development and delivery. However, Pharma 4.0 is more than just a technology transformation; it necessitates a culture of constant adaptation, collaboration, and investment in workforce upskilling. Those who grab this opportunity, cultivate an innovative culture, and develop a comprehensive Pharma 4.0 strategy will be in a strong position to impact the future of healthcare and provide tailored, precise medicines to patients globally. The time to act is now, and the rewards for those who successfully navigate this digital transformation will be immense.
Guide to Commercial Analytics in Pharma Posted on January 17, 2024March 2, 2025 by Andrii Nikulin Even though commercial analytics has been on the rise recently, many businesses are still not sure what it is and how to benefit from it. Due to its specifics, adopting and unlocking the full potential of commercial analytics can be a tricky task, especially for the pharma industry. In this guide, we’ll delve into the importance of commercial analytics in Pharma and see how your business can benefit from it. What is commercial analytics? Commercial analytics uses data analysis to identify the success of business activities and their impact on a given company. In other words, it is a way to gain insights into how well certain business decisions and strategies perform in the commercial aspect. Commercial analytics encompasses data collection and interpretation concerning marketing efforts, customer behavior, trends, and many others. Businesses that tap into the capabilities of commercial analytics can understand customers on a granular level and find more opportunities for growth. So what is commercial analytics in Pharma? In the pharmaceutical industry, commercial analytics is used by marketers to determine the most appropriate marketing strategies and identify the target audience and its needs. Pharma commercial analytics can provide companies with detailed information on various areas and ways to improve each of them, while also making sure that patients and customers receive products and services they’re satisfied with. What are the benefits of commercial analytics for pharmaceutical companies? Is commercial analytics worth all the investments and efforts? Here are some of the benefits of integrating it into your business: Better KPIs. Commercial analytics is what can help you understand what kind of KPIs you need and why. Pharma commercial analytics KPIs are meant to define problems and outline goals specific to your organization. The efficiency of your team gets an immediate boost. Risk mitigation. Commercial analytics is one of the tools that can help pharma companies navigate various challenges and reduce risks early on. With commercial analytics, it becomes much easier to devise the most effective strategies to battle possible problems and issues in the future. Advanced budget planning. Commercial analytics will provide you with a more detailed analysis of current and future trends and some valuable insights into Pharma marketing campaigns and products that have the potential to be more successful and attract a bigger audience. A deeper understanding of a customer. With the power of commercial analytics, you can easily identify room for improvement and develop better marketing campaigns that are tailored to meet the expectations and needs of a specific audience. According to the McKinsey, organizations that have successfully implemented data and analytics are nearly twice as likely to achieve their data and analytics objectives, and they are also 1.5 times more likely to report revenue growth of at least 10 percent in the past three years. If you would like to harness the full potential of commercial analytics, it’s time to get started with it now. Ways to succeed with commercial analytics in Pharma If not integrated properly, commercial analytics might end up being completely ineffective. Do the following to achieve better results: Understand what goal you aim for with commercial analytics. What are the reasons for spending your time and money on something like this? Are there any goals you believe you can achieve with the help of commercial analytics? After determining the reasons behind the need for it, you can make a decision whether to invest in it or not. Collect the right type of data. Even if you use all the right tools, if the data is not relevant, the outcomes won’t be precise or, therefore, useful. Gather data on sales, marketing, pricing, product development, and other areas that are aligned with your objectives. Make the right metrics your priority. Not all data collected, even if relevant, is equally good. Some of the metrics might be more important than others, and while it’s important to track different types of them, focus on the ones that are more valuable to your business. Commercial analytics in regard to pharmaceuticals can enable a team of marketers to define areas for improvement and unearth the underlying issues. Are you looking for the right technology and expertise to leverage the power of commercial analytics? Contact the Viseven team, and we will help you come up with the perfect-fit data solution for your company. Our advanced pharmaceutical data analytics will help you transform the data into an instrument to boost your business performance and enhance the company’s workflows.
Net Promoter Score (Net Patient Score) in Pharma Posted on July 18, 2023February 4, 2025 by Andrii Nikulin Patient satisfaction plays a crucial role in the healthcare industry. The ability to deliver exceptional care experiences is not only essential for improving patient outcomes but also for building long-term relationships and loyalty. Healthcare organizations increasingly turn to the Net Promoter Score (NPS), a widely adopted metric in various industries, to gauge patient satisfaction and loyalty. In healthcare, this score is known as the Net Patient Score, reflecting its specific application within the pharma niche. The concept of NPS revolves around the fundamental question: “How likely are you to recommend our services to friends or family?” By measuring patients’ willingness to recommend a healthcare organization, the NPS provides valuable insights into their level of satisfaction and advocacy. It goes beyond traditional satisfaction surveys by focusing on the likelihood of referrals, a strong indicator of loyalty. In the pharma niche, the Net Patient Score has gained recognition for its ability to assess patient loyalty and drive improvements in the quality of care. As we delve into the world of NPS in healthcare, it’s essential to understand the nuances and implications of this metric. By exploring its benefits, calculation methods, analysis techniques, and future trends, we can uncover its potential to revolutionize patient care. In the following sections, we will delve deeper into the concept of NPS in healthcare, exploring its significance and potential impact. We will examine what NPS provides regarding patient insights, what constitutes a good NPS score in healthcare, and how to effectively calculate and analyze NPS scores. Additionally, we will explore NPS benchmarks, the factors influencing them, and the importance of monetizing NPS scores. Practical tips for implementing NPS in healthcare settings and strategies to improve NPS will also be covered. Understanding NPS in Healthcare In healthcare, NPS goes beyond traditional satisfaction surveys by strongly emphasizing patient loyalty and advocacy. While satisfaction surveys provide insights into individual experiences, NPS takes it further by assessing patients’ likelihood to promote the organization actively. The use of NPS in healthcare offers several benefits. Firstly, it provides a standardized and consistent way to measure patient satisfaction, allowing for easy comparison across healthcare organizations. This standardized approach enables benchmarking against industry standards and identifying improvement areas. Tracking NPS scores over time enables healthcare organizations to monitor trends and assess the impact of implemented changes and interventions. This longitudinal data provides valuable insights into the effectiveness of initiatives to enhance patient satisfaction and loyalty. Furthermore, NPS allows organizations to target specific interventions toward different patient segments. By identifying Detractors and Passives, organizations can focus on addressing their concerns, improving their experiences, and ultimately working towards converting them into Promoters. This targeted approach enhances patient satisfaction and fosters loyalty among a broader patient base. Promoters and Detractors So-called Promoters, identified through high NPS scores, are crucial to the success of healthcare organizations. These satisfied patients continue to seek care from the organization and become brand ambassadors. They willingly recommend the organization to their friends, family, and acquaintances. Their positive reviews and word-of-mouth referrals contribute to the organization’s reputation and growth. On the other hand, Detractors, indicated by low NPS scores, present a potential risk. These dissatisfied patients may share their negative experiences with others, potentially deterring prospective patients from seeking care at the organization. Addressing the concerns of Detractors and converting them into Promoters becomes essential to mitigate any negative impact and ensure a positive patient experience. Healthcare organizations can gain a comprehensive view of patient satisfaction, loyalty, and advocacy by understanding NPS and leveraging its benefits. This understanding empowers organizations to make data-driven decisions, prioritize areas for improvement, and enhance patient experiences, ultimately fostering loyalty and driving positive outcomes. Calculating and Interpreting NPS Calculating and interpreting Net Patient Score is valuable in understanding patient satisfaction within the healthcare industry. The NPS calculation formula, which revolves around patients’ likelihood to recommend a healthcare organization, quantitatively measures their sentiment. It looks like “% of Promoters – % of Detractors.” Defining a good NPS score in healthcare is context-dependent and varies among organizations. Generally, a positive NPS score indicates that the number of Promoters outweighs the number of Detractors, highlighting a favorable patient sentiment. However, the threshold for a good NPS score may vary based on industry standards, organizational goals, and the competitive landscape. By accurately calculating and effectively interpreting NPS scores in healthcare, organizations can gain valuable insights into patient satisfaction levels and identify areas for improvement. This knowledge empowers healthcare providers to implement targeted strategies to enhance patient experiences, foster loyalty, and drive continuous organizational improvement. Analyzing NPS Scores Tracking and analyzing NPS scores is essential as it allows pharmaceutical companies to identify trends, measure the impact of implemented improvements, and monitor the effectiveness of patient experience initiatives. By examining the changes in NPS scores, they gain a deeper understanding of their progress in delivering exceptional care and make data-driven decisions to enhance patient satisfaction. Various factors can influence NPS benchmarks in healthcare settings. Factors such as the quality of care, communication with healthcare providers, wait times, access to services, and overall patient experience can all impact NPS scores. Healthcare organizations must take a holistic approach and consider these factors when analyzing NPS scores. By identifying the drivers behind NPS scores, organizations can prioritize areas for improvement and implement targeted strategies to enhance patient satisfaction and loyalty. Such an approach leads to setting NPS goals and benchmarks, as it is another important aspect of NPS score analysis. By establishing clear goals, companies’ organizations align their efforts towards specific targets, such as increasing the proportion of Promoters and reducing the number of Detractors. NPS benchmarks provide a reference point for healthcare organizations to compare their performance against industry standards and identify areas where they excel or need improvement. Monetizing NPS Scores By recognizing the strong correlation between patient satisfaction, loyalty, and financial outcomes, pharma companies can leverage NPS to improve revenue and profitability. The fundamental strategy for monetizing NPS is increasing patient retention and fostering loyalty. Satisfied and loyal patients are likelier to continue utilizing the organization’s services, leading to higher number of interactions and increased revenue. These patients not only request services regularly but also have the potential to become brand ambassadors, referring their friends, family, and acquaintances to the organization. Obviously, NPS can be a valuable tool for attracting new patients. Positive NPS scores and patient testimonials act as powerful endorsements, instilling confidence in prospective patients and influencing their decision to choose a healthcare provider. By promoting positive NPS scores and consistently delivering exceptional patient experiences, organizations can enhance their reputation and build a more extensive patient base, resulting in financial growth. By choosing NPS as a strategic tool, healthcare organizations can enhance patient experiences and drive financial success. By consistently monitoring NPS scores, actively addressing areas of improvement, and leveraging positive patient feedback, organizations can increase patient retention, attract new patients, and ultimately improve their bottom line. Monetizing NPS scores is a powerful approach that aligns patient satisfaction and financial outcomes by influencing financial planning and decision-making processes. Implementing NPS in Healthcare Implementing Net Promoter Score (NPS) in healthcare settings requires careful planning and execution. Here are some tips for effectively implementing NPS in healthcare organizations. The best way to start is to clearly define the objectives and desired outcomes. Identifying specific goals, such as improving patient satisfaction or increasing referrals, helps to accurately focus efforts and measure success. It is also crucial to select appropriate survey methods that align with the organization’s patient population and preferences, whether through email, phone, or in person. One common challenge is obtaining a high response rate from patients. To address this, organizations can employ strategies, such as offering incentives, ensuring simplicity and brevity in survey designs, and integrating surveys into existing communication channels. Additionally, gaining buy-in from staff and leadership is critical to fostering a culture of patient feedback and continuous improvement. Best practices for collecting and managing NPS data in healthcare organizations involve establishing robust data collection processes. This includes ensuring data privacy and security, using standardized survey questions, and capturing relevant demographic information. Regularly analyzing NPS data and sharing actionable insights with frontline staff and decision-makers facilitate the implementation of targeted improvements and drive positive changes in patient experiences. It is crucial to understand that implementing NPS is an ongoing process that requires continuous monitoring and adjustment. Regularly reviewing and analyzing NPS data allows organizations to identify trends, patterns, and areas for improvement. Closing the feedback loop by communicating with patients and acknowledging their feedback is essential, as it demonstrates commitment to their satisfaction and continuous improvement. Absolute and Relative NPS When discussing Net Patient Score in healthcare, it is important to consider absolute and relative perspectives. Absolute NPS focuses on the organization’s overall score, representing the proportion of Promoters and Detractors. It provides a snapshot of patient sentiment and loyalty at a specific time. Healthcare organizations can gauge their performance and track improvements over time by monitoring absolute NPS scores. In contrast, relative NPS involves comparing the organization’s NPS scores with industry benchmarks or competitors. This comparison allows organizations to gain insights into their standing within the healthcare landscape and identify areas for differentiation. Relative NPS benchmarks can serve as a valuable reference point, enabling organizations to set ambitious goals and strive for industry-leading patient experiences. Both absolute and relative NPS scores offer unique advantages. Absolute NPS provides a clear and straightforward measure of patient sentiment specific to the organization. It allows for internal tracking and evaluation of patient satisfaction trends. On the other hand, relative NPS provides external context and industry perspective. It enables organizations to understand how they fare compared to their peers and identify opportunities for improvement or areas where they excel. However, it is crucial to recognize the limitations and potential biases of using relative NPS benchmarks in healthcare. These benchmarks may not account for a specific organization’s unique characteristics or patient demographics. Additionally, industry benchmarks may only partially reflect the nuances of patient experiences across different healthcare sectors or regions. The Future of NPS in Healthcare The future has immense potential for advancements and improvements in measuring patient satisfaction and loyalty. As technology continues to evolve, emerging trends and developments shape the future of NPS measurement. One of the emerging trends is the integration of digital platforms and innovative data collection methods to gather NPS feedback. Online surveys, mobile applications, and social media listening tools provide new real-time channels for capturing patient sentiment. These technological advancements enable healthcare organizations to gather feedback more efficiently and engage with patients on their preferred platforms. Technological advancements also play a significant role in enhancing the analysis and interpretation of NPS data. Advanced analytics and machine learning algorithms can provide deeper insights into patient feedback, uncover hidden patterns, and identify key patient satisfaction and loyalty drivers. By leveraging these technologies, healthcare organizations can make more informed decisions and implement targeted improvements to enhance patient experiences. The future of NPS in healthcare also holds potential for new applications and areas for further research. For example, integrating NPS with electronic health records and patient portals can provide a comprehensive view of the patient’s journey, allowing for personalized and tailored care experiences. Additionally, exploring the correlation between NPS and clinical outcomes can provide insights into the impact of patient satisfaction on health outcomes. Further research in healthcare NPS can explore the influence of demographic factors, cultural differences, and social determinants of health on patient satisfaction and loyalty. By deepening our understanding of these factors, healthcare organizations can implement more targeted interventions to address disparities and improve patient experiences across diverse populations. In Conclusion NPS plays a pivotal role in the healthcare industry, providing valuable insights into patient satisfaction, loyalty, and advocacy. Throughout this discussion, we explored various aspects of NPS in healthcare, including its calculation, interpretation, and analysis. We also discussed the significance of setting NPS goals, overcoming implementation challenges, and effectively collecting and managing NPS data. We encourage healthcare organizations to adopt NPS as a part of their patient-centric approach and deliver better care. By implementing NPS effectively, organizations can continuously monitor patient satisfaction, set meaningful goals, and make data-driven decisions to enhance their quality of care. NPS also empowers organizations to proactively address patient concerns, improve service delivery, and foster a culture of continuous improvement. NPS offers healthcare organizations a robust framework for understanding and improving the patient’s experience. By embracing NPS, organizations can prioritize patient satisfaction, drive positive healthcare outcomes, and deliver patient-centric care. Let us strive to harness the insights provided by NPS and foster a healthcare system that consistently meets and exceeds patient expectations.
