How AI is transforming pharma sales

How AI is transforming pharma sales

The Covid-19 pandemic significantly impacted the pharmaceutical sales field, forcing companies to adopt new strategies. Remote meetings and virtual engagements became the norm, and the use of AI-powered tools, like CRM robots, emerged to assist sales representatives in answering complex questions and providing essential information to healthcare professionals (HCPs).

Patients, physicians, and hospitals also experienced evolving needs, with a growing preference for digital engagement and access to information through various channels. As a result, pharmaceutical sales representatives are now employing a combination of in-person and digital connections to establish deeper, trusted touchpoints with HCPs.

The pharmaceutical industry is exploring the potential of AI to provide deeper insights into customer needs and preferences, enabling representatives to have more targeted conversations and offer personalized information tailored to patients' treatments. However, successful AI integration in the pharmaceutical industry remains relatively limited.

AI holds the promise of improving patient outcomes by providing real-time intelligence on scientific activity and enabling quick access to information on new treatments. Technology providers are developing AI platforms to help accelerate medical affairs teams' ability to deliver better care to patients.

Looking ahead, the future of pharma sales will likely involve leveraging AI, data, digital channels, and content to engage with practitioners and patients effectively. AI and prompt-based, natural-language processing capabilities are seen as powerful tools that field teams can use to engage HCPs and deliver targeted therapies to the right patients. The use of generative AI technology in CRM bots could enable sales representatives to answer unique business questions accurately and compliantly.
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