MM+M Panel Recap: Transforming HCP and Patient Engagement

We recently hosted a panel in conjunction with MM+M on healthcare’s accelerated digital transformation and the role of conversational artificial intelligence, featuring John Baylor, Innovation & Strategy at Astellas Pharma US and Ben Massingham, Vice President, Head of Transformation and Innovation at Novartis Canada.

Digital solutions such as conversational AI have helped transform professional and patient engagement, filling in gaps where in-person falls short. As Ben describes, by the time an MSL is available to see a doctor, the HCP will most likely have forgotten their original question. With conversational AI, brands can meet ongoing needs in real time, getting closer to the customer and offering the right support 24/7.

By implementing always-on conversational AI, reps and MSLs are freed up to engage with an HCP that has already expressed interest, for instance, or focus on more complex work. “In terms of capabilities, I actually think that's going to allow us to leverage the power of the people we have in a much more targeted way,” says Massingham, adding that pharma needs to refocus on aligning skill sets instead of filling a numeric quota. He notes that “sales forces will have to be much more nimble,” and that leveraging MSLs along with conversational AI will lead to better outcomes. 

Notably, brands that want to connect with patients and HCPs through conversational AI have to consider their voice and message. At Astellas, the US and Japanese team share best practices to reach customers across both nations, “optimizing different cultural needs,” explains Baylor.

From an internal standpoint, companies that are most successful at transforming digitally and embracing conversational AI are motivated by strong management. “In addition to having that top down leadership message, being able to connect with the individual brand teams on their specific problems and concisely telling them how this digital solution may solve for that is of enormous value,” Baylor continues. 

However, ultimately, everything comes down to patients, which is why conversational AI is crucial. “Being able to answer questions that healthcare stakeholders have very quickly is no longer nice to have – it's a necessity and a mindset we all should be adopting today,” he adds.

About the Author

Emilie Branch 

Content Manager

Emilie has nearly a decade of experience in marketing, writing, research and strategy for the pharmaceutical industry. She has contributed to top pharmaceutical publications including American Pharmaceutical Review, European Pharmaceutical Review, Pharmaceutical Manufacturing, Manufacturing Chemist, Pharmaceutical Outsourcing, Specialty Chemicals, and Contract Pharma. Prior to joining Swoop/IPM.ai, Emilie served as Strategic Content Manager and Managing Editor for Pharma’s Almanac where she lent her voice to some of the industry’s top players including GSK, MilliporeSigma and ThermoFisher Scientific.