Aktana achieved recognition with its second consecutive inclusion as a vendor in the category of Life Science Personalization Engine in the 2022 Gartner® Hype Cycle™ for Life Science Commercial Operations.

Introduced in the 2021 report, the Life Science Personalization Engine category reflects the industry’s digital acceleration and shift toward more customer-centric engagement strategies as a result of the COVID-19 pandemic. 

Once again, 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 Life Science Personalization Engine vendor along with six others.

A growing vendor landscape of Personalization Engines (PEs) reflects the critical need of life science organizations (LSOs) to optimize their messaging, segmentation and timing to deliver targeted experiences that build brand loyalty and drive business growth. 

In this blog post, we’ll unpack the impact of this category on the industry and how LSOs can get ahead of the curve with personalization technology.

Personalization Remains an Urgent Concern

While HCPs’ expectations have adapted to prefer digital engagements, teams have seen increased evidence of dreaded digital fatigue among their customers. 

Life science organizations are discovering that the future of commercial engagement lies in orchestrating deep and meaningful customer journeys utilizing a hybrid of digital, virtual and in-person channels. The ability to successfully execute personalized omnichannel campaigns is now required for commercial teams, especially as more LSOs invest in PE solutions that enable them to create engaging experiences at a faster rate.

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

Personalization Engines Enhance Customer Experience

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.

AI and Personalization Drive Intelligent Engagement

Gartner® also named Aktana in the Advanced Decision Support for Sales (ADSS) category for a third year. ADSS vendors apply predictive and prescriptive machine learning and AI algorithms to enable sales representatives with actionable insights.

AI combined with personalization can work together to help LSOs process and learn from their mountains of data, delivering more relevant 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 that will need to adopt an omnichannel engagement approach to stay competitive and relevant.

  1. Gartner, “Hype Cycle for Life Science Commercial Operations, 2022” Animesh Gandhi, July 18, 2022

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