Aktana continues to be recognized as the category creator and leader of intelligent engagement in the life sciences industry with recent recognition in the category of Life Science Personalization Engines, part of the 2021 Gartner® Hype Cycle™ for Life Science Commercial Operations.
One of three categories newly created this year by Gartner®, the introduction of Life Science Personalization Engines reinforces the industry’s digital acceleration and overarching shift toward a more customer-centric engagement strategy.
Gartner® gave this category a benefit rating of Transformational, indicating that the innovation surrounding Life Science Personalization Engines (PEs) will not plateau for 5 – 10 years and is predicted to make one of the largest impacts on the life sciences industry. Aktana is recognized as a vendor for Life Science Personalization Engine along with three other vendors.
In this blog post, we’ll unpack the impact of this category on the industry and how life science organizations (LSOs) can get ahead of the curve with personalization technology.
The Critical Need for Personalization
After nearly two years of adapting to conditions brought about by the COVID-19 pandemic, the importance of personalization has likely become very clear for LSOs. Commercial teams have been forced to invest in and experiment with how to distribute content on new virtual and digital channels. While HCPs’ expectations have adapted to prefer digital engagements, teams are beginning to see evidence of dreaded digital fatigue among their customers as the world reopens.
LSOs are discovering that the future of commercial engagement lies in orchestrating deep and meaningful customer journeys utilizing a hybrid of digital and in-person channels. The ability to successfully execute personalized omnichannel campaigns will be crucial for commercial teams.
The report says that “personalization is an urgent concern for LSOs because, without this fundamental change, they risk losing competitive advantage, brand loyalty, and mind share to more agile and innovative marketing competitors.” 1
The Benefits of Implementing a Personalization Engine
With an overwhelming amount of data and the need to execute omnichannel campaigns across regions, Personalization Engines are an integral part of LSOs’ strategy. PEs can help companies:
- Create seamless journey orchestration across channels
- Accelerate customer segmentation – building profiles based on unique preferences, attitudes, motivations, interests and consent
- Build, test and optimize more relevant digital campaigns
- Target messages and trigger actions across both in-person and digital channels
Ultimately, PEs enable commercial teams to stay present and relevant across the buying journey, using personalization to build brand loyalty and recognition that leads to business growth.
The Winning Combination of AI and Personalization
In addition to Life Sciences Personalization Engine, Gartner® named Aktana in the Advanced Decision Support for Sales (ADSS) category for another year. ADSS vendors apply predictive and prescriptive machine learning and AI algorithms to enable sales representatives with actionable insights.
The recognition calls attention to an important combination that can accelerate business growth for life sciences companies – the power of AI plus personalization. The two work hand-in-hand to help LSOs process and learn from their mountains of data, delivering more relevant, personalized messages at the right cadence. Simply put, it’s what we at Aktana refer to as “intelligent engagement.”
Solutions like Aktana, which can support both sales and brand teams with AI-driven personalization, can be foundational to LSOs who will need to adopt an omnichannel engagement approach to stay competitive and relevant.
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- Gartner, “Hype Cycle for Life Science Commercial Operations, 2021” Animesh Gandhi, July 14, 2021
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