Using AI to Create an End-to-End Customer Experience

Transforming Marketing with AI: Time as a Product

AI is enabling pharmaceutical companies to reimagine their marketing strategies by leveraging the concept of “time as a product.” According to Vyom Bhuta, Global Head of Commercial Innovation Life Sciences and Digital Health at Cognizant, AI-driven use cases that save time and resources provide a clear business case for broader transformation. Here are three significant ways AI is reshaping marketing in the pharma industry:

1. Dynamic Content Creation: Generative AI is revolutionizing the creation and localization of marketing materials. Traditionally, localizing content for different markets was a labor-intensive process. AI can now automate this process, generating culturally relevant ads quickly and efficiently. This not only speeds up the distribution of information to healthcare providers and patients but also improves the overall customer experience. Bhuta estimates that this approach can boost productivity by approximately 30% and reduce marketing operations costs by 40%.

2. AI as a Customer Service Co-Pilot: AI is proving invaluable in call center operations, acting as a co-pilot for customer service agents. It can suggest responses in real-time, generate dynamic responses to inquiries, and enable self-service functionalities. This shift towards AI-driven customer service is enhancing sales, reducing costs, and significantly improving the customer experience. By consolidating fragmented customer care centers and leveraging AI, pharmaceutical companies can harmonize customer experiences and provide personalized care.

3. Ensuring Compliance: Compliance is a critical area in the pharmaceutical industry that consumes significant time and resources. AI can streamline compliance processes by auditing promotional content against regulatory guidelines and suggesting necessary edits. This not only speeds up the compliance process but also ensures that marketing materials are rolled out to the public in a timely manner. Bhuta highlights that AI tools can make real-time recommendations and show what compliant edits would look like, making the compliance process more efficient.

The Path Forward: Navigating Challenges

While AI offers numerous benefits, the magnitude of its impact depends on an organization’s ability to navigate complexities around talent, ethics, policy, and data. Here are some critical questions that need addressing for AI’s full potential to be realized:

• Talent and Incentive Structures: How does AI impact the industry’s ongoing talent struggle and its related incentive structures?

• Ethical Deployment: How can AI be deployed ethically and safely in the pharmaceutical sector?

• Leveraging Data: How can AI leverage internal and external data sets to drive meaningful interactions with customers?

These questions underscore the importance of a strategic approach to AI implementation in the pharmaceutical industry. By addressing these challenges, pharmaceutical companies can fully harness the power of AI to drive customer engagement and operational efficiency.

Conclusion

AI is undeniably a commercial accelerator in the pharmaceutical industry. Its ability to create an end-to-end customer experience, from dynamic content creation to real-time customer service and compliance, is revolutionizing how pharmaceutical companies operate. As organizations navigate the complexities of AI implementation, those that prioritize time-saving use cases and address key challenges will be best positioned to reap the full benefits of AI.

For more insights into digital transformation in the pharmaceutical industry, visit Cognizant’s Life Sciences practice.

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