Regions
MAIN/REGIONS
regions/
Regions
  1. Americas
  2. Asia & Oceania
  3. Europe
  4. Middle East & Africa
  1. Solutions
  2. Products
  3. Insights
  4. About
  5. Careers
  6. Contact Us
MAIN/search
MAIN/Solutions
Solutions/
SOLUTIONS
  • Research & Development
  • Real World Evidence
  • Commercialization
  • Safety & Regulatory Compliance
  • Technologies
LIFE SCIENCE SEGMENTS
HEALTHCARE SEGMENTS
THERAPEUTIC AREAS

Impacting People's Lives

"We strive to help improve outcomes and create a healthier, more sustainable world for people everywhere.

LEARN MORE
Harness the power to transform clinical development

Reimagine clinical development by intelligently connecting data, technology, and analytics to optimize your trials. The result? Faster decision making and reduced risk so you can deliver life-changing therapies faster.

Research & Development Overview
Research & Development Quick Links
Real World Evidence. Real Confidence. Real Results.

Generate and disseminate evidence that answers crucial clinical, regulatory and commercial questions, enabling you to drive smarter decisions and meet your stakeholder needs with confidence.

REAL WORLD EVIDENCE OVERVIEW
Real World Evidence Quick Links
See markets more clearly. Opportunities more often.

Elevate commercial models with precision and speed using AI-driven analytics and technology that illuminate hidden insights in data.

COMMERCIALIZATION OVERVIEW
Commercialization Quick Links
Service driven. Tech-enabled. Integrated compliance.

Orchestrate your success across the complete compliance lifecycle with best-in-class services and solutions for safety, regulatory, quality and medical information.

COMPLIANCE OVERVIEW
Safety & Regulatory Compliance Quick Links
Intelligence that transforms life sciences end-to-end.

When your destination is a healthier world, making intelligent connections between data, technology, and services is your roadmap.

TECHNOLOGIES OVERVIEW
Technology Quick Links
MAIN/Products
Products/
CLINICAL PRODUCTS
COMMERCIAL PRODUCTS
COMPLIANCE, SAFETY, REG PRODUCTS
REAL WORLD PRODUCTS

CASE STUDY

"Data in a Day

LEARN MORE
MAIN/Insights
Insights/
BLOGS, WHITE PAPERS & CASE STUDIES

Explore our library of insights, thought leadership, and the latest topics & trends in healthcare.

DISCOVER INSIGHTS
THE IQVIA INSTITUTE

An in-depth exploration of the global healthcare ecosystem with timely research, insightful analysis, and scientific expertise.

SEE LATEST REPORTS

INSTITUTE REPORT

"Global Trends in R&D 2023

READ MORE

EMEA Insights

"IQVIA thought leadership with a focus on EMEA.

Learn more

WHITE PAPER

"DCTs Deliver Big ROI

LEARN MORE

WHITE PAPER

"Capturing value at scale: The $4 billion RWE imperative

LEARN MORE
MAIN/About
About/
FEATURED INNOVATIONS
  • Connected Intelligence
  • AI & Machine Learning
  • Human Data Science Cloud
  • IQVIA Innovation Hub
  • Decentralized Trials
  • Genomics
WHO WE ARE
NEWS & RESOURCES

INVESTOR RELATIONS

"Visit our investor relations site for more information.

LEARN MORE
Unlock your potential to drive healthcare forward

By making intelligent connections between your needs, our capabilities, and the healthcare ecosystem, we can help you be more agile, accelerate results, and improve patient outcomes.

LEARN MORE
AI & Machine Learning with a healthcare IQ.

Artificial intelligence is accelerating opportunities. Realizing the benefits for healthcare requires the right expertise. Together, we can solve the problems of today, and drive the breakthroughs of tomorrow.

LEARN MORE
Your healthcare data deserves more than just a cloud.

The IQVIA Human Data Science Cloud is our unique capability designed to enable healthcare-grade analytics, tools, and data management solutions to deliver fit-for-purpose global data at scale.

LEARN MORE
Innovations make an impact when bold ideas meet powerful partnerships

The IQVIA Innovation Hub connects start-ups with the extensive IQVIA network of assets, resources, clients, and partners. Together, we can help lead the future of healthcare with the extensive IQVIA network of assets, resources, clients, and partners.

LEARN MORE
Proven, faster DCT solutions

IQVIA Decentralized Trials deliver purpose-built clinical services and technologies that engage the right patients wherever they are. Our hybrid and fully virtual solutions have been used more than any others.

LEARN MORE
Unlock the power of genomic research.

IQVIA enables genomic research via global access to a network of genomic-clinical data, proprietary technologies that enable federated analytics, and therapeutic area & bioinformatics expertise to help you answer your most pressing research questions.

LEARN MORE
MAIN/Careers
Careers/
WORKING AT IQVIA

Our mission is to accelerate innovation for a healthier world. Together, we can solve customer challenges and improve patient lives.

LEARN MORE
LIFE AT IQVIA

Careers, culture and everything in between. Find out what’s going on right here, right now.

LEARN MORE

WE’RE HIRING

"Improving human health requires brave thinkers who are willing to explore new ideas and build on successes. Unleash your potential with us.

SEARCH JOBS
MAIN/Contact Us
Contact Us/
Blog
Maximizing MCM Impact: Part 4
Magali David, Solution Sales Manager
Gilbert Merariu, Practice Leader, Technology Solutions
Nov 21, 2019
  • Blogs
  • Maximizing MCM Impact: Part 4

Leveraging Artificial Intelligence and Machine Learning to Maximize MCM Impact

Brand teams can use Artificial intelligence (AI) and Machine Learning (ML) to make the most of each multichannel engagement. Here are a few suggestions and predictions that AI/ML can help you with:

  1. Each customer’s preferred channel of communication (e.g. email, text, face-to-face, physical brochures, presentations)
  2. Best messaging
  3. Best cadence (frequency for each channel)
  4. Timeline (time of day/month)
  5. Most appropriate tone of message based on profiles

Using AI/ML suggestions appropriately can lead to a larger impact on your MCM efforts.

The chart below shows the impact of each individual channel on your customer behavior (left). Although face-to-face details is the highest impact channel overall for customers, this is not true for every physician. The graph at the bottom right shows that Dr F. responds best to digital channels which deliver a better impact for this particular individual.

If you are a brand manager, we can guess at this point that you would be willing to do the same analysis with your customers to show the organization the value your MCM strategy and tactics are bringing to them.

To do that, as was discussed in the previous blog in this series by Mike Ness of Data Ad, it’s imperative to collect metrics on your outreach activities as part of your MCM execution plan in order to measure success.

Like most Life Sciences manufacturers, today you are probably only capturing Rep touchpoints. Other channels such as email, website, direct mail, phone detailing, and other non-personal channels are not being captured at all or, at least, not at the level of granularity that is needed to analyze, let alone perform, AI/ML studies.

What should you do to collect and organize data for AI/ML?

1) Own – Use technology to execute and capture all of your touchpoints. Ensure your third-party partners doing outreach on your behalf are collecting and sharing detailed information at the customer level.

2) Centralize – Create a central repository where every single activity is captured at the customer level. Set up processes to update your data frequently, in real time, if possible.

3) Organize to enable orchestration – Standardize, clean and segment all captured data, so it is ready to be consumed by your AI/ML algorithms and other analytical tools.

What’s Next…

This is an exciting time for Pharma Marketers. Our prediction for the next decade is that the companies who will lead the industry are those that have a strong orchestrated client engagement strategy bundled with tactics supported by technology, including AI/ML, rich data, and strong domain expertise.

If you are fascinated by AI/ML and want to learn more, we highly recommend you read the blogs written by our colleague Hans Hansen, at this link: Leveraging AI/ML to Drive Commercial Success in Canada (Part 1)

Contact Us