The continued growth and investment by commercial pharma organizations in new customer engagement and omnichannel capabilities is showing no signs of slowing down. The pandemic increased healthcare professionals’ (HCP’s) digital maturity and comfort levels, while accelerating life sciences companies’ investment in and adoption of digital and virtual channels.

In this webinar, we’ll explore how shifting dynamics in the healthcare ecosystem are driving the need to rethink how investment decisions are made. Now, more than ever, it is crucial that commercial investment decisions take an integrated approach that account for both HCP and patient promotional efforts, as well as payer controls.

Key areas of focus:

• Overview of ABP customer engagement model.
• Explain the importance of taking of an integrated and HCP-level approach to commercial investment analytics.
• Demonstrate the value of IQVIA’s i3D marketing mix optimization platform through use case study (large pharma customer).

Speakers:

Matthew Smith
Senior Principal, New Commercial Models & Digital Health, IQVIA

Christie Conn
Vice President, Brand & Commercial Strategy, IQVIA

Pankaj Gupta
Senior Principal, Offering Design Team, IQVIA

Harini Raman
Associate Principal, Digital Enablement, IQVIA