Artificial intelligence (AI) has already proved to be useful when it comes to life sciences R&D, starting to fruitfully aid in plumbing the vast depths of discovery, clinical, and real-world data. However, the benefits of AI are now making themselves known on the business side of the life sciences industry, enabling commercial teams to better understand and address the needs of the healthcare providers and patients they serve.
In 2019, the following trends will help to define how AI can become better integrated into the commercial side of life sciences businesses.
- AI gets more transparent – Artificial intelligence can detect nuanced patterns in data that aren’t easily noticeable to humans, but it typically requires extensive training with annotated data sets. In fact, the accuracy and volume of the training data is often more important in predictive power than the choice of the algorithm. Machine learning, a subset of AI, enables systems to detect patterns in novel ways on their own. In 2019, AI and machine learning workflows will continue to get better at explaining to users why systems are making interpretations and subsequent decisions. The more computationally intensive (and less explainable) machine learning algorithms are not always necessary. Engineers and product managers will make bigger strides in helping outline to users why specific recommendations are being made.
- AI makes personalized pitches a reality – The sophistication enabled by AI means that mass marketing can be transformed into one-on-one personalization. That will enable marketers and sales reps to offer each healthcare professional the information they require precisely how and when they need it. For example, instead of standardizing the product detail priority order and messaging across their customer base, field sales teams will increasingly approach each HCP detail independently, swapping product detail priority and key messaging based on AI recommendations.
- AI settles in – As we understand more about AI-based analytics and its benefits to productivity, employees, and consumers, we will get more accustomed to relying upon AI for routine tasks and information. In 2019, AI will increasingly become a vital tool for workers to contribute more to their company’s success. Rather than having to dredge through databases, or rely upon a specific analytics group to do so, AI and machine learning are facilitating data accessibility for everyone, taking difficult-to-decipher marketing and sales data and transforming it into actionable intelligence for sales reps at a moment’s notice. Many employees won’t even realize AI is behind the scenes.
- AI finds its voice – The infusion of artificial intelligence into voice capabilities is just getting started–promising to get smarter, easier to use, and capable of doing more. Beyond consumer use, AI-driven voice capabilities are emerging in the workplace for smart assistants such as Apple’s Siri and Amazon’s Alexa. That promises to make business intelligence more accessible and easier to use–especially for employees on the go. As voice capabilities evolve, employees will increasingly input and consume data through voice, like a field rep receiving pre-call plan insights en route to the HCP.
The growing confidence in the business benefit of artificial intelligence will encourage the continued evolution within life sciences throughout 2019. AI technology will make significant strides to help commercial life sciences become even smarter than before.
To see what kind of impact an AI-assisted approach can have on your brand strategy, check out this video.