ODAIA Newsroom

Customer Science is an emerging practice that integrates data science, behavioral science, and AI to gain a deep understanding of the customer experience – or in the case of life sciences, HCPs and their patients – and what motivates their decisions along the customer journey.

In today's competitive pharmaceutical marketplace, connecting patients with the most effective therapeutic options for them is more important than ever. Marketing tools with predictive analytics are making it easier for pharma companies to engage well-matched healthcare professionals (HCPs) and their patients. By understanding the needs and preferences of HCPs, these intelligent tools can help pharma companies create targeted and personalized sales pitches and marketing campaigns that ultimately improve patient outcomes. 

Over the past three years, supply chain issues and drug shortages have become regular headlines and major stressors for pharma companies, HCPs, and patients. While pharma companies want to avoid this kind of press, there is also a great financial risk in overproducing medications that could expire before they are prescribed. Accurate sales forecasts help companies know how much of a drug is likely to be prescribed so they can prepare for what is ahead, as well as ensuring that every patient gets the treatment needed without excessive surplus. Predictive analytics tools can utilize artificial intelligence (AI) to help companies make better forecasts1, among other benefits, such as more optimized marketing.