Using AI and Decision Support to Drive Effective Multichannel Utilization

A recent Manhattan Research ePharma Physician study found that newer communication channels such as compliant field email and remote detailing are underutilized compared to healthcare professional (HCP) desire to engage through these channels:

• Only 12 percent of physicians said they had corresponded with their rep via email in the past six months. More than a third (36 percent) said they wanted to.
• Similarly, just 9 percent of physicians are currently using remote detailing programs, such as a self-detailing app or click-to-chat, while 35 percent are interested in doing so.

Clearly, there is great potential to increase multichannel utilization to meet customer preferences.

It’s no surprise that sending an email to or doing a remote detail with an HCP may not come naturally to sales reps, as this practice was previously at risk of non-compliance before solutions like Veeva CRM Approved Email and Veeva CRM Engage Meeting were introduced. Reps are either still unaccustomed to having these tools at their disposable, or they have not learned how or when to effectively use them to engage with customers.

To provide data-driven guidance to users on when and how to use these new channels most effectively, companies are starting to use AI-enabled decision support systems. As an example, Aktana worked with a top life sciences company who had implemented Veeva CRM Approved Email but wanted to increase usage among sales reps. Their long-established habits and routines didn’t include sending emails to HCPs, so it required a major change for them.

The company used their decision support system to guide reps on when to send emails, resulting in 23 times more emails being sent than in the control group. Not only did they use the channel more, but they also improved engagement. Email open rates for decision support users were double that of the control group.

Why, after months of limited engagement, was there an uptick in effective utilization of this channel? There are two parts to this – rep adoption of the channel and HCP engagement of the channel. The decision support system addressed both:

1) Rep Adoption of the Channel
AI can optimize suggestions so they feel right to each individual user and lead to the desired action. By analyzing suggestion dismissal patterns related to channel, customer type, and segment, the system can predict what suggested actions the rep is most likely to accept and determine what else will convince the rep to act.

2) HCP Engagement with the Channel
AI can infer HCP channel preferences and guide users on what message to communicate, when to communicate it, and through which channel – whether it’s an in-person visit, an email, a virtual meeting, or a group visit. The 1:1 personalization maximizes the chance of engagement at the individual HCP level.

As new channels emerge, companies that focus on progress along these two fronts – rep adoption of the channel and HCP engagement with the channel – will be best equipped to bridge the gap between multichannel utilization and HCP preferences.

To read more about opportunities and applications of AI in life sciences commercial processes, read this interview with Veeva’s SVP of Commercial Strategy Paul Shawah and Aktana CEO David Ehrlich.

About Derek Choy
Derek Choy is co-founder and chief operating officer of Aktana, a global leader in decision support for the life sciences industry. Responsible for strategic definition and scalable execution of Aktana’s vision, Derek oversees strategy, product, customer success, and services. Prior to Aktana, Derek held a number of different roles in technology and services sector, developing his expertise in sales force optimization, change management, and technology development and implementation.