Wow! Hello everyone!
And welcome to a new and fresh episode of Pharma Insights,
the talk show created by Platforce to connect,
to connect, share
and develop new professional relations all over world.
I'm so happy to be here and be your host today.
My name is Juliana Kreisel and in this episode
we will explore omnichannel.
We are going to discover how we can leverage
AI technologies for enhanced engagement,
how to personalise customer experience
and increase sales effectiveness.
I'm not going to be alone here today
so let me introduce
my co host for this incredible webinar
Mr Stefan Repin.
He is the Head of Marketing here at Plaforce.
Hello, Stef.
Hey Juliana, how are you today?
Hey I'm good.
I'm good I'm good.
It's actually, it's the last day before Easter
so I'm really excited about the audience
I guess they're all like
waiting for this webinar and then heading home
to their families so...
Um yeah.
So
I'm gonna try to make it really exciting today so they
they don't
they don't sit in front of their screens for
for nothing because I have like
Today I have like
guests are so amazing and they're so different that um
I think is gonna be such an exciting chat.
So today we're gonna,
we're gonna talk about omnichannel and AI,
the AI implementation and omnichannel
that's why you have brought some
some wonderful
consultants here,
and which some of them are really hands-on
so I really hope that you guys
I mean the audience can learn a lot from
from them.
Well, you can go forward and present our wonderful speakers.
Sure, so first I'm going to introduce Ben.
Hi, Ben! How are you? Welcome!
Hey, very good.
Thank you.
Excited to be here and excited for the Easter break too.
haha thank you
Well,
you're the pharmaceutical consultant
Do you want to talk a little bit about that?
Yeah so yeah
So hi everyone my name is Ben Keppie.
I'm a consultant at 28B
and I typically work with brand teams,
commercial leads,
and creative agencies to really enable and empower
pharma field teams
talk straight
great customer experiences through three main areas.
So the first being CRM, the second being CLM content,
and then lastly
the data that really marries the two together.
And my background before joining 28B
which is agency side uh
my experience has all been in house in pharma
so I started off in the labs
moved through to clinical research
and then over to oncology uh commercial
so I held some oncology marketing roles across tactical
execution and strategy
and then also had some experience in sales
as an oncology kickout manager up in Scotland.
Thank you. Thank you.
You
You are quite an amazing guest.
So second I'm going to introduce James
Hey, James, how are you?
I'm good. How you doing?
I'm good. So, James,
you are the founder of Camino.
Can you talk us a little bit about that?
Yes!
We're calling Camino
the omnichannel native medcoms agency
that is we're a medcoms agency
but we do it differently
because taking our omnichannel approach
that's twice I've said "omnichannel" now
I'm gonna keep count more times.
I come originally as a developer
come from digital background
I then ended up building digital teams within agencies
for pharma
then I guess kind of beginning of the pandemic
realized the opportunity of digital
becoming omnichannel and so go omnichannel teams
and then I founded Camino at the start of 2023
so we've been going about 15 months
about nine people now and as I say
we're focusing on that
omnichannel approach to medcoms
with a little bit of AI sprinkled as well
because that's something I'm quite interested
which I'm sure we'll also say a number of times.
Nice!
I like how we're
keeping count of how many times we say "omnichannel".
Okay so last but not least
let me introduce our third speaker to this panel
Mr Manuel Mitola. Hello, Manuel.
How are you?
Hello, Juliana.
All good. Hello everyone
And yeah so I quickly introduce myself
so my name is Manuel Mitola and
I come from Italy actually I live in uh
in Milan and yeah at the moment
I'm covering the role as a global
digital innovation manager at Menarini
but I have let's say
years of experience also in another pharma company
that I'm pretty sure you all know
it's Eli Lily as a Global
Associate Director for Neuroscience omni channel
that was my last role and yeah
so
I spent many years working into the omni channel area
especially for um for pharma.
I am a marketeer by the ground
I also have let's say
a degree in communication science,
and MBA in digital transformation
so I mean these are the things that I
let's say have worked a lot in the last
8, 9 years and yeah
I'm very glad to be here with you
and to speak about omni channel
and especially also about AI
that's I mean AI is one of the topic that
it is very close to my yard
I mean if you go on my LinkedIn profile
and perhaps
you do the mistake of adding me to your contact
basically you will see a lot of content about AI
because what I do on my LinkedIn account
also on my YouTube account actually is to test
do a lot of tests on AI solution
I mean Gemini AI, Chat GPT
and so on I mean
you know there are many and basically test it on
let's say the practical usage of an omnichannel
marketer for big corporate
so I tested and then I shared the learning on my
on my LinkedIn account so yeah
glad to be here learn and from you guys
and to interact with the audience with the
with the questions. So thank you very much.
Thank you. Well.
Before we start let me thank you guys for being here.
Thank you for being our amazing panel.
And I also want to thank you
attendees
for taking the time to watching our talk show
we are very excited to have you here
and I want to remind everyone that
if you have any questions
or any comments
or anything that you want to share with us
you can always do it on the comment section
below the video and we are going to bring it up here.
So without any further delay
let's start with this incredible panel.
Stefan,
do you want to lead?
I'm leading. In fact,
I'm very
if you know me I'm quite hands on person
so I'm super excited about AI and omnichannel
you know?
Maybe we can make it actually make a contest.
How many times are we gonna say the word AI
and omnichannel together? haha
Oh we can haha
Oh we can count at the end of this webinar
but um
I really like
I'd like to start with
what Manuel mentioned
that he is a researcher.
He's a researcher at his job and in life and marketers.
So I would like to know how are you guys seeing?
Like a practical use.
Let's start with Manuel in fact.
Can you please...? I like the LinkedIn,
the amazing LinkedIn posts that you wrote about like
what were your findings about AI in its usage and
and omnichannel?
Yeah I mean that's a very broad topic let's say.
And I mean
maybe one thing that I could
that I could share very quickly uh
is that uh I started
I mean
posting all this kind of very practical test on uh
on LinkedIn because I saw that when there was
let's say back to a couple of years ago
the rise of the hype raised by ChatGPT
and Stefan maybe
we can also count how many time
we are mentioning ChatGPT
at the end of the all the webinar
but basically I saw that there were a lot of hype
and there was a lot of saying
I mean "we can do everything" but from my side
I mean, I come from the country side and to me
let's say
I like to be very practical and saying "it can be done..."
"It can do everything". It doesn't mean anything to me.
So basically I found that I mean
everybody was saying "It can do everything"
but then I needed to test it.
So basically I started with um
some practical application
and what I was looking for was a
for the things that AI basically is doing very well uh
so for example dealing with the big amount of data
dealing with um with um let's say um
multisource multivariable sources,
dealing with content generation,
let's say thing that are difficult for our human brain
so to make a practical example in marketing
basically you are always working with the
for example customer persona
in pharma
you are doing a lot of work around patient persona
to understand let's say for example
the needs the behavior of the
of a patient in order to help him or her effectively
so a practical application that I did
if you go on my LinkedIn profile
you will see also I spoke about Claude
Claude is not let's say the model or AI service
Claude is a custom GPT
that it is a replicating the patient persona
so statically speaking
patient persona are static figures
in this case what I did was
to take the characteristics of a patient persona
put it in the knowledge base of a custom GPT
and make it dynamic so from one day to the next
you were able to speak with your patient persona
ask question
interact with her in this case and it was a
let's say a very good
a very good use case that was also reported for
I'm sure you know Isabella Bedoya
so I mean she said I mean it was a very good GPT
so that's something that I'm very proud of
and basically very practical uh
use cases then there are many others but uh
I mean I leave the space also to James and Ben
of course.
I think that
I just have to second the fact that
if you're looking for practical uses of AIs
Manuel's YouTube channel
is a great host of
a great library of that in term in practical terms
which is fantastic
I think we got a good good count going on there.
So um you
you you're talking about
about like how you like get on board with AI
you said there was a lot of people going on
"I can do anything". I had very similar experience
I think like
kind of peak excitement around
ChatGPT was kind of February 2023
February, March everybody was getting really excited
literally do anything um
and I was just starting you know at that time
and so I was on LinkedIn
arguing with people in the comment section of ismap
posts and maps posts
and just going yeah
"No, no they can't do all of that" and
you're getting a bit overexcited
and there's people getting over excited one end
and people being overly worried of the other end
just like "Oh my God"
"AI is gonna replace my job"
steal all my data
all before I've even woken up in the morning
I was like "Watch, chill, calm down"
so kind of arguing with both of those points
and the way we approach kind of using AI and project
which is work quite well for us
is to look at it from three points of view
which are: Are you adding efficiency?
like an efficiency is great um
I saw somebody posted a study today saying that 40%
I can't release that number
I think some like
40% of pharma
reckon that they're gonna save money in 2024
from using AI.
Okay, great.
That's like the doom monger saying
they might lose their job
have a point if that's all we're looking at.
So the efficiency is one thing.
That's not the only thing.
The other thing AI has to bring is value
so can it do something better?
so like one of the use cases we've had is looking at a
um
looking a bunch of clinical trials
and having a much wider view than one medical
you can normally look at so while looking 100 papers
we're looking at 12000 papers
so that's the added value of using AI.
So you got efficiency,
you got value, and the third thing is innovation, right?
Some people wanna use AI
cause it's exciting and different and
and you're you're staying ahead of the competition
that is valuable but if you do all those three things
you're doing AI really well
if you're just looking at efficiency
or you're just looking innovation
then not really.
Do you agree?
Yeah I mean
from my side James
I I fully agree with the
with all the 3 pillars that you mentioned
absolutely
I also
you're probably hoping for some bite back there James
by the sounds of it very provocative
no I think it was interesting
what you picked up on there about the
almost the fear of AI that we kind of see in the
kind of the taking of people's jobs
or replacing of people's jobs
and you you hear that a lot
but when you look at the kind of AI
technologies that are being commercialised
a lot of them are very much positioned as supporters
to roles so like taking the field teams
for example you know
there's a kind of rise in potential
virtual sales assistants that are coming to the market
like Co Pilot from Actana or my idea from True Blue
and that they're all solely positioned to really enable
um you know
and empower people just to be more effective ultimately
um yeah
do do their job better in a smarter way
rather than having to
having to go around the hard way and um
do a lot of stuff that's not particularly of
of value spending time doing
so it's actually interesting
how much the mindset is a really important piece
when looking at the adoption of AI technologies
and how it just relays how important it is
that when you are adopting these new technologies
how important that kind of mindset aspect is
as well as the skill set terms of up
ensuring you're giving the space to upskill
on how to use the AI tools uh best as well.
And if I may guys I mean
James you raised and Ben you raised also a very valid point
let's say that it is related to the
to the difference between
in terms of perception
between seeing the AI as a tool or seen it
seeing it as an ally capable of everything and
and basically I mean
as you said James I started seeing
the perception of seeing it capable of everything
including I mean
if you look at the newspaper killing the humanity
but personally and I mean
that's a question for you guys if you agree or not
I mean personally
I see the AI as a tool and I see it as something that
it is as useful as the person
that it is behind the tool or
or I would say on top of the tool using it
and without the person at this point of time
where we are in terms of the AI evolution and so on
I see it as a tool to be honest
and I don't know if you
if you agree with that or you see it as something that
something different.
I personally I do
I do agree or rather did up until a few days ago uh
when I saw the advancements that be
made in video generation from uh
AI terms and the fact that
I think that there was a video release
showing the latest sort of
AI model
where they essentially made a short film from a text
to text a video piece
and that then got me uh excited
but also um start to move along
that worried scale about how quick and how advanced AI
technologies are moving forward um
so I don't know I'm not as confident anymore
that it's gonna stay that way forever
just because of the scale and speed uh
the AI is moving along
but in
in most part I do agree there is a supporting tool
especially in our industry uh
as well as I said a lot of the tools are
they're being commercialised
as supporting technologies
which is uh I suppose reassuring for the industry.
Guys, sorry.
Sorry to interrupt you.
I want to answer a few questions from our audience
because there's a question about AI
sure it's from Honey Hassan
We're doing this for the audience
so like
so I'm going to quote I think that AI has facilities
different aspects of the marketeer job scheme
of saving time consumed in searching
validation of research
used in preparing the marketing plans
and different areas of interest for any marketeer
but how, here's the question,
but how AI
would reflect on the sales team currently
and in the future?
Let's take the question
Who wants to take it first?
I didn't get the question alright sorry
How would AI reflect on the sales team currently and
in the future? Would they cut the sales team?
Would sales team use it together with AI?
um maybe it wouldn't get
it wouldn't get any adoption
what do you think?
I think to the point we're just talking about that
it's a tool which assists people right
so the sales team like any other team can or
or or
can or may
or may not use AI in their job for various things
and once it's integrated it's not very far away
it's integrated into everybody's outlook
for helping you rewrite emails
you know that's the
then it basically becomes as ubiquitous spell check
and nobody thinks while I'm using AI no
I'm just having the thing help me write my emails
um and then you just extrapolate that out into
all those other to Ben's point a minute ago about um
kind of just assisting you in your day today
just extract later and all the other jobs you do
and the boring bit so the help me rewrite that
just throw it together a slide deck all of that becomes
part of a sales team's role, right?
it becomes part of their day today
so I'm I'm not actually answering the question
um specifically for sales teams
I don't know if there's any specific differences
but maybe Ben disagrees
um I think the
the two main things will be like
speed and simplification. I remember when I was in sales
I'd have you know
so many different dashboards to access
all of the different forms of information
that I'd need
in order to truly understand my territory
and then also truly be able to efficiently prequel plan
um so I think that
you know with the likes of virtual sales assistants coming in
being able to as Manuel said
take loads of different source of information
put some analysis over that and draw insights from it
I think that there's yeah
a lot of potential to save um
field teams specifically
time in some of those admin tasks
to actually get those insights
that then drive um
drive change on on territory
yeah and if I can add uh
let's say when it comes to pharmaceutical science
we are speaking about a very peculiar kind of
kind of sales with very specific
sales like cycle flows and so on
so if I think about omnichannel in pharma
let's say it has been always
the biggest challenge
was always to somehow integrate into all the digital
marketing channels
the customer facing teams and with AI
I think I mean
finally we could get close to that
or at least achieve this thing.
So I think
the biggest change will be the integration
and it will be an integration
where the sales rep will be able to know
let's say what it is what the company is doing
in terms of the other channel
I'm thinking about Massimen for example
or I'm thinking about activity on third parties
of authority let's say Manscape
Unibad is and and so on and in pharma
when it comes to sales there is also I mean
of course the production of email,
the production of content that sales reps present
into the physician
but there was always
always something around the so called
let's say next best action
that it was something that it was recommending
the sales rep to do an action
after a certain event
I think AI having the possibility to take multiple uh
and several different sources uh
into account
will be finally able to give the integration
and the recommendation needed for the sales rep
to take the right
the right action
so definitely I think it would be a game changer
but I mean the key step to arrive there
it would be also training and sales force on boarding
because without I mean
training people to effectively use this tool
they will simply reject it
and I can tell you by experience
I mean usually sales raps I mean are very varied
let's say a very diverse group of people
so you have people that are embracing the change
embracing the innovation
but you have also a lot of people rejecting it at all
scared I remember years ago with the digital
I don't want a digital I don't want even an iPad
so I mean that's something that truly interesting
but it is crucial to give them all the instrument
to understand the potential of AI
and using it practically.
hmm I think as well
Go ahead, Ben.
I want to make a short comment
really short comment that um
in marketing
we have um
basically
when the customer goes through a certain funnel
we give it a certain points
certain points of like how ready is that customer
what topics are going to um
to be interesting for that customer
and I think
the better quality data we have on customers right
so the AI is as good as the data that we gather, right?
so I think it's quite important
in the omnichannel strategy
because when we have more data on our customers
and AI
can predict the better next action for the sales rep
Yeah, right.
And I know that you are in data
so you're a scientist in one way
so you and James know that even better than that though
that the best
the more information we have our customers
the more exact the next step is gonna be
so thank you for the grain of salt
I think but AI isn't gonna solve the problem of
we've already got loads of data, right?
Already you generate
your website generates bucket loads of data
you send a bunch of emails to get a load of data
your field reps have them ipads
and they come back with loads of data
and nobody does anything with it
because nobody really knows why we collected that
or what and then
or an AI isn't gonna solve that answer and call
that means that
and then therefore there's something else
and because you're not asking the question
you don't know what question to ask I think the
the challenge that needs to be solved first
in terms of like omnichannel metrics is
why are we doing this what we're trying to do
what's the
we've got a framework where we start with the outcome
and we sit down with teams and go
what are we trying to do okay
that's the outcome was the KPIs
what's the tactics and therefore what's the metrics
and then rather than having a sea of data
we have a few data points
that point towards an outcome now yeah
in terms of like uh getting those like
like if those data points are in field notes
then an LM is great for extracting them or
you know sentiment analysis yeah
it's great for that
but I think it's not gonna solve the biggest challenge
of like
just choosing what it is you're doing and why hmm
wholeheartedly agree with that James
it like that what what
what you just summed up there is exactly what we do
when we um
when I consult on ICVAs or or e details
isels whatever name you want to choose um
but really thinking about
what is it that you're wanting from that field team
engagement
what are those rich questions that you're asking
uh the HCP
and how can you have content with you to support
asking those questions and also extract that data
uh as well
because ultimately I think we may or
or may not uh agree
that the most rich customer insight comes from that
one to one interaction
or one to many interaction
that field teams have with Hcps
cause you know
the Hcps that
they're not gonna give up their clinical pathway
to a bannerad or give up a barrier to prescribing to a
uh automated email campaign
regardless of how much AI you shove into it
you're gonna get it from the field team
uh and their conversations with HCP's um
person to person so I think that there's
and I'm quite passionate about this
I think that in our industry
there's still a lot
of work to do on the foundations of HCP engagement
uh across the whole mindset
skillset and toolset spectrum
but really
in mastering what it is that we're using our CRMs for
how can we use our uh CRMs
uh how can we use our CRMs and how can we get that
those nice data points
that can then potentially be used later on by those um
by and then start talking about AI later on
and I'll be cheaper to implement
and probably have a greater commercial impact
quite frankly
and maybe I mean
I have a couple of comments for you guys
for Ben and James so I start with Ben
I mean I fully agree with you that I mean
the face to face interaction is super important
and the insights that you get from there
I mean
priceless the problem with that is that
I mean first of all
you need to have um
big enough salesports to reach out to all your customer
or at least on your target list
and if you have have a very small uh
salesports compared to the universe of the physician
then it will become very
very difficult to get this kind of um information
and it is here where
let's say the only channel can make the difference
especially because the access to physician
especially in UK also is a producing ear after ear
I mean
I see data where the access to physician is decreasing
a lot
and so only channel can somehow help fill in this gap
and that's one thing the other thing James
I I again
I agree with you
AI is not a kind of financial solve in all the issues
especially when it comes to data
but I think historically speaking
I mean pharma companies as always have a lot of data
especially vertical data about also um
the physician I mean
there is a lot of database is about the
customer that say
I think the issue was to get inside out of this data
because people were simply overwhelmed by all this data
and maybe with AI asking for example
to a chatport neutral language question
asking about inside
maybe it could be a tool again to help mitigate in this
uh this
let's say abundance of data
with a missed opportunity of the data
so I think data is the oil
I think we are refining it and AI can help there
but it's not a 100% solution fully with you
um I'm going to add a commercial pass
nah I'm kidding
I'm going to add a pass here to ask a question
um regarded that one of our beautiful attendees ask
is my question to the panel
Pharma and GMP follows strict regulations
when you consider implementating AI in pharma
are you aware of the regulations and guidelines
guidelines needed?
How would you validate an AI system?
So who wants to talk a lot?
I see James glowing. Please, James.
You validate all your team using Microsoft Words
or your agency using Adobe Photoshop
like
it's just a tool and you're not worried about that
X software is AI powered
and Adobe Photoshop is AI powered
so unless yeah okay
we're building you a custom AI platform
that's gonna be a big deal
if you wanna roll out
as a lot of pharma companies are doing
if you wanna roll out your own
version GPT your
it team will do some checks
and run it through Microsoft as well
and we'll say beyond
here's some training and it'll be fine
not big deal in my opinion
but I could be wrong.
Maybe I can add something to this James
yeah very quickly I think yes
of course I mean
we are fully aware of the of the regulation and
and basically this is something that pharma
companies are taking into serious consideration
because of course I mean
they are used before rolling out any
any solution to take into account in Europe
I think we are somehow luckier than other country
because Europe is ahead of the curve in terms of AI
regulation so on top of the usual pharma regulation
we do also have somehow from the European Union AI Act,
AI recommendation, IMA is
is say saying something about AI
I think that the key part is to
let's say when you are working on the
on the AI solution to take privacy uh
in privacy compliance regulation officers
let's say
together with you from the very first step of the
of the deployment of the solution
because otherwise this is not gonna fly
but definitely is something crucial
you know pharma
when is releasing a product is starting from safety
and then looking to a frequency
so in this case is the same.
I think okay.
We have another question.
I like this audience. It's very active.
From George, he says an observation
Is the life science industry ready and mature
to such extent that we are already talking about
omnichannel excellence? My question to the panel
what do you think
the future of omni channel experience will be
in terms of patient and HCP engagement?
I can start and you can start then no
I I
yeah Manuel
but I'll put your turn yeah
because I was reading this
this question and thank you George for sharing
it's very interesting personally
uh um
I I think is
um the
the industry
has a very different and very diverse level of maturity
company against company
let's say I see companies that are very
let's say very advanced
some other that are lagging behind
in terms of adoptionality of the AI
I'm speaking about the adoption of the say
already classical omnichannel
so I think it depends company by company
and when I
when I think about the future of omni channel
experience I think it will be the keyword
let's say
it will be either personalization on both sides um
I'm gonna say both sides I mean
internal to have let's say AI used to
let's say training for example
your states course on a specific subgroup of HCP
in order to say focal I mean
shape your plan shape your strategy
for a specific subgroup of physician internally
and then externally in terms of content uh production
so these are hyper personalization
I think it
would be the the the keyword and we will hear uh
a lot about it because it includes uh
next step next best action
it includes uh hyper personalized content and so on
so that this is I think it will be the key
and another quick thing is that in the past
we were going toward the creation of many
many content we deployed Content Factory
pushing for more and more content
the result: physicians are overwhelmed by all the content
so I think we will have also less content
but higher personalization,
higher quality of the of the content in the future.
I just I was on
Who wants to go?
I don't think the future is hyper personalization
and maybe I'm being unfair in terms of like what
what I think that means
but like it's not about going hey
you know Doctor Keppie
we noticed that you were using your phone at 12:42 pm
and you looked up this and therefore we did that
like getting that.
That's stalking haha
Creepy stalking, right? It's not about being
you
like, you like ice cream
therefore we're gonna
tell you about the efficacy of our diabetes portal
like I don't know
I don't think it's about being like
hyper personalized in terms of push
and maybe this isn't what you meant
but I think like when we talk about personalization
is not a personalized content.
It's a personalized journey.
So like how you use Netflix you know
everyone gets the same content on Netflix
but your journey through that content is different
when it when you finish watching something
it says "you may also like"
those are personalized messages that they get you
and the things that tells you
what you might wanna watch is all personalized
and that's the personalized journey
and but crucially they're giving you a choice
Netflix doesn't say you have to watch this next says
we think you'll watch this next
and that's self personalization
so I think
and maybe we're talking the same thing as I say
but I think the future is so I think so is allowing you
it's just like saying
we think you're gonna want this or maybe this
maybe this is something this more bread
this is more depth
giving that choice and giving multiple choices
such that your physician goes
oh yeah I do want to know about that
that doesn't look interesting
thanks very much and that's continuing the conversation
okay you've organized that content stories
continuing the conversation
but it's not about being really creepy
yeah think
it's all about the strategic thought
about relevant content
rather than starting with trying to personalize
for personalization's sake
it's really starting to think about
what is the relevant content
and in terms of like a you know
practical tip for that
you can most brand teams today have uh
you know an adoption ladder and a behavioral segmentation
if you can do a real
simple activity of drawing up a nice grid
and then mapping out where your current content uh
fits for each of those uh
each of those areas and then
you'll start to be able to see where those gaps are um
or whether
potentially you're focusing too heavy for content
on one particular area and
if you haven't got content
that covers all of those areas
how are you gonna personalize if you have
not even starting from a relevant content base
on that front no
And just to answer James
very quickly I think we were speaking
actually we were speaking about the same thing because
um when when um
you made the example of hyper personalization
of course I mean
you put it to the extreme and it looks like a stalking
not the hyperpersonalization
but the example that you made about Netflix
I think this is exactly
a perfect example of hyperpersonalization
because if you open Netflix
of course we have access to the same list of movies
but my own page of the website
will be completely different from yours
and if I
I mean if I go to a website of pharmaceutical company
this could be the case
but it is not the case at the moment
and that's the level of hyper personalization
so if I'm a physician that usually is more
let's say firm to look at clinical studies
maybe in the home page
I have a lot of clinical studies and I
I don't think we are um
already there but then
it must be absolutely a mix of push and pull channels
but I think from my side date
this is the
the the
the future of personalization yeah
if I might, if I might
I'm gonna put my five cents here um
Did you know so that Netflix they're
they're potentially looking into
creating different scenarios for the movie?
So my ending of the movie could be different
from your own movie.
So based on that yeah
so let's say I like more drama right
and then let's say I want
I like when the ending is dramatic
so they all think
the movie that I will see is gonna be the different
movie so
I have a different scenario
from the movie that you will see basically
this is gonna have two endings
a happy ending and a dramatic ending
for example well
But in my case
I'm going to bring the Netflix case with my husband
we would with either user
so I'm going to have an actual action ending
when I want a romantic ending I
I'm not happy about this.
Why no one asked me? No haha
I'm kidding haha
um yeah please
I find it quite funny how we uh
we do love the Netflix analogy in our industry
and I don't I don't know whether it's just me
but
I haven't had the best experiences of recommendations
of of content personally
so is that, should we take a step back and think like
is that something that we really want to strive towards
as an industry for recommendations?
Yeah okay.
Ok, do you mind just care for someone else?
Do you know? I've got
I've got my own own little setup
my own little nice profile picture in there
but maybe that's pretty much enough.
In my case that the recommendations are pretty bad.
I have to agree with Ben and that like um
they offer like
they give me a suggestion of a movie or a
or a show and I get really bored with those
so I need to do my own research
so my question will be
if we do the person that like hyper personalization
are we going to face the same issue?
because if Netflix has it why we are
and then the other
and then if that happens you lose customer correct
because you are not giving them what they want
at the end of the day
the crucial thing is to give choice is to like
you know Netflix doesn't tell you
"you should only watch this"
it says "here five things you might like"
and okay maybe those are all completely wrong
um but it's
I think one of the you know
one of the tenants of on the channel is connectivity
right? And we find a lot of things
Take the the website example
We were just discussing a lot of content that we
put on websites has no next step
it just goes this thing you direct traffic
here's the thing like I
I get that maybe the recommendations might not be great
but even giving recommendations is better than nothing
truly like
if you launch Netflix and it was just a blank screen
but what do you wanna watch, Juliana?
You be like "I don't know"
I have my list and I rewatch things
so that's the thing
I like to rewatch things that I liked
that's weird.
There's also the thing of um
like chances are users of Netflix you
you spend a fair bit of time on it
um but
Are we expecting HCPs
to spend a similar amount of time
to be able to actually harness meaningful
recommendations?
Or is it more commercially sensible to them
focus on that you know
strategically focusing on what is relevant
and providing it through a
a different means that might not be AI recommendations?
um but more so
just being pragmatic and strategic around it
hmm yeah
food for thought no
no no
um I think we have... There were comments
but stuff if you want to take um
want to read something oh
We have a mention here
which is I find quite interesting
so Tanya who asked us a question says that um
she appreciates the answer
and she's saying that
my colleagues and I are following the Use AI Act
and fee FBI is processed too
but I agree with the panel
that the current guidelines still applies
such as G a and P 5
uh but it will be interesting to see how the new
developed regulations uh
for Emma and if they produce will turn out um
the then she's recommending here that ISO standard 42 0
0 1 AA management system so my I
I would rather have like a more of a comment here
and how do you think the new AI acts
and the FDX will regulate AI
in the terms that
do you think it will hurt the AI features
we're gonna use it on the channel or not?
And if he hasn't then how
and do we have a solution to use to solve this?
It's a big question. Go on, Manuel.
yeah maybe it start. Thank you, James.
Stay under the bus on that one
I'm not gonna start you start
No, I start with the with the AI Act for example
and the one thing that the AI
Act is introducing into the game
is the risk based approach
that it is something that
it is something quite common in the pharma and
and basically I mean
having this approach of the AI actor saying
if an AI solution is somehow riskier than another
then you have to follow this rule if not
you have to follow let's say other rules or you are
I mean obliged not to go there
for example I mean
social scoring this kind of things
I think I mean
this is something that can help pharma companies,
service provider take the
the right decision to the regulation to apply
while on the other countries
I see broad and when it is broad
it becomes also matter of interpretation of the law
so still low and non
the legal aspect that not an exact science
but I think Europe is doing very well with days
because you have somehow um
risk balance and approach
you can do something you cannot do uh
something else still you have
let's say a balance between taking the risk and say
not missing an opportunity
and I think it can be um over out there
I'm not let's say a legal expert uh
but for example in self promotion
let's say mode in the upcoming weeks I'm releasing a um
a YouTube video where I involve the legal person um
expert in pharma
speaking about all the implication of the AI Act for
for pharma and this person
let's say from I mean
his legal background and son
he has to study a lot and deep diving to the subject
math so and he's an expert
so I can only leave my 2 cents on the on this topic
yeah I did
I did pick up on what someone said in the comments
earlier that um
we're talking about AI in terms of the gender to be AI
and large language morals
all that trendy AI
that's come around in the last year and a half or so
but pharma especially
has been using AI in drug discovery for years
and years and years
and have natural life processing teams
and big data teams um
I was working with the pharma company again
kinda early last year
talking about this new chat GPT and um
and they still
will you come and give a presentation to our teams
yeah absolutely
I'll come talk about
and explain how you could use it in the mid affairs
and then kind of two weeks later they went
oh it turns out we've got a whole data science team
and they do AI we didn't even know
so we're gonna get one of them to come along and join
the presentations that okay
I was like yeah
cool so I spoke to her and said
do you feel that like you know
you've been ignored and now suddenly she said yeah
I've been doing AI for years
you know in this big pharma company now chat GPT come through
only people are interested
so I think there is three of like
when we're talking about yeah
we're in that there is a whole law
and to the point of the AI Act
I think pharma and this is a guest
are probably quite far along in how they use AI
because they have been using it
where some other industries have
hmm yeah
I like to hear Ben about this because he he's not
but he is not
I'm nodding because this is all new information for me
and I clearly haven't done my AI
research on rules and regulations
to be able to weigh in the conversation
that anything uh
of more value than what James
Manuel have already covered
I don't know any of that to begin with anyway
so it's been enlightening for me uh
I will bring a
hope that it's related to an upcoming web
whenever we had a discussion with a speaker and she
the
said that it's very important that all the strategies
uh of AI
or everything that we use needs to be regionalized
because sometimes and it happens for example
she she talks about the difference in use industry
or the different strategies used
for example in uh
the in Europe uh in different countries uh
but sometimes they bring the same idea to LATAM
where it's completely different
like she said that
the person in person
contact is one of the most important things
and I'm here given an
a little bit of a trailer about that
about our coming topic but women are
but how do you guys feel about that
do you agree with that sentence
in terms of regionalization
and adopting techniques need to be used
in terms of a need to be strategiced
in terms of who are your customers and who
what is the costume
or culture that you're talking with
I think so I think it's extremely important and not
not even just for AI or large omni channel projects
but even you know simple
global to local
content creation is a absolutely crucial part because
um if you're not you know
adapting to what the local needs are
it's not gonna resonate with the um
healthcare professionals that's being used with
but also chances are the people that um
use the localized content
so um
whether it's a marketeer or a field team user chances are
they're not going to want to adopt it
if it's not relevant for their local market either
so yeah it's absolutely crucial that
things are localised when when it's important to do so
could you just use AI to do that
you just go here's the global content
we're adapting this for Argentina
make it a good be a good starting point right
it can be a starting point
but at the same time
and I am going to use a movie reference
I don't know if you guys saw Hidden Figures
the movie about the NASA woman
I don't sorry
I'm sorry Netflix but it wasn't there now
it was it was movie about this woman
and they were implemented the new machine
I don't remember the recall the name
but the thing was that they were given some wrong data
so how we can ensure when using this tools
that we are having the correct answer
let's say to what we were asking like
how can I ensure that uh
my originalization with AI
it's going to be
give me the information that I want from Argentina
currently and not from Argentina
I don't know
two years ago or one year ago that we have an uh
a change of
let's say presidency and a change of government
so that will be my question
how can we rely that much or not
I think
I think Ben kind of already answered that when he said
it would be a start right
I think that
so we all say when you're using AI to do anything
you're never gonna get 100%
if you got 80% there you've done really well
and even if you like generate an image with Darling
or getting someone to rewrite your email
like it'll get you 80% there
but you keep there's no point keep hammering at the eye
not do this nor do that it's like some point
probably the 80% point you get there
you stop and you finish it yourself um
and I think something like
your regional adaptation for Argentinian content
it might help you get 20% of the way
but thanks still 20% of the way
you still got to do the rest of the work
so yeah hit the nail on the head though
I think it's that um
the main knowledge and having someone to just sense
check it and forget it
get it finalized is still at least at the
moment still required for most aspects of
you know generation of content
um Steph
you have a question that you want
that you wanted to ask
or um what
if I got I got a question
I got a question that's been like
that's that's a bit more practical
so I know you guys will hate me about that so
um
um so my question is this so
um we were
thought we were talking about objective
objectives and keep your eyes right
and somebody mentioned that okay
you got a yeah
it's very very large topic
whatever and some was well
some people don't even know that
they have an AI team working there for 20 years
and they just discovered chatGPT right so
um what metric
metrics or keep your eyes
should be used to measure the success of
let's say
some AI driven personalization we're gonna use in
on the channel
be it like in person online or like hybrid
yeah so let's let's
let's let's see that Manuel
do you want to start
yeah so maybe I can start with with um
I mean you
you say that we are gonna hate this question
I think you're gonna hate the answer because I think
I mean it really depends uh
it really depends uh
because uh
I mean AI is very broad
so it really depends on the objective of the AI
solution that you are uh
trying to adopt that you are using
and then you can have a very different code from
from my standpoint that say
I have a very business oriented mindset
so any solution must let's say
be done to achieve a certain business goal
either engagement either say
so that should be I mean
the key goal of the solution should be the KPI
number one
then I think it depends on the nature of the solution
I mean if it is a chocolate is one thing
if it is a um
let's say uh
forecast tool for sales that's another thing
so if it is a chocolate for example
you may want to measure as a KPI
the successful conversation
that this chocolate is able to um
to
to use or if you have a forecasting tool
maybe you wanna measure the
its capacity its ability of predicting actual states
so it really depends there
and I mean
these are the two key things when it comes to KPI
let's say
I mean you can have thousands of
of KPI
personally speaking I try to
let's say prioritize as much as possible to have 1
2 3 maximum KPIs
because KPIs are something that also drive behaviours
so if you're focusing on the right thing
if you're measuring the right thing
then you can also have a somehow driving
the possibility to drive the successful adoption of
of the AI solution
and adoption by itself is also another KPI
that is important to be
to be adopted on top of another KPI that it is
of course the safety of the AI solution
that something that without safety
that's a no go regardless of any of any effectiveness
let's say of the solution
I think in general terms if it isn't AI kind of model
the general overarching um
a one
general overarching thing that you can kind of
measure for success will be like
it improving over time
so if we take like next best actions
uh or AI driven next best actions
just as an example you can have
you know quantitative measures of how
how often the suggestions are actually actioned uh
or the suggestions actually acted upon
and then you can also have the qualitative feedback
from the you know
simple feedback was this suggestion useful
and you can implement those kind of uh
feedback loops to get that ultimately that
that kind of overarching piece
if it is AI um
driven you should be looking for that kind of
overall improvement um
in in quality of a time
so for the next best actions example will be that
that quality of those suggestions
increase conversion of suggestions
launched versus actioned or acted upon
no
okay um
Steph do you have any um
any more questions we are almost on time
so I don't want to keep you guys here
for longer than it needs um
what I promised so I would really like
if each one of you could leave like a close
in comment or something like that to our audience
to lead up with
who wants to start you wanna start
just to mention guys audience while still here
please connect and follow our dear um
AI leaders and omnichannel James, Ben, and Emmanuel here
okay they will leave their LinkedIn accounts in the
in the chat here
so feel free to send them up hundreds of connections
okay they'll be headed to chat with you about the
a only channel content salesforce effectiveness
all right
thank you sir
sounds great looking forward to the influx there
um
so I think my uh
kind of I suppose closing statement would kind of be
it's really exciting time to technologically enable
HCP engagement we've never had access to
you know such advanced and exciting technology
but there is still uh in my opinion
from what I've seen a lot of work to do on that
foundational HCP engagement
um technology stack that we've already got in play
from CRM
CLM content and the just general data around that
uh and yeah
I believe that that
focusing on that
probably has a greater commercial return
investment than uh
and would be cheaper than
you know the likes of jumping straight to AI solutions
for the sake of it
um yeah
I I think mine would be um
on the channels not hard AI is not hard
just get started get on with it
sooner you get started the better
yeah and from my side that I mean
I think
it is important to keep the human at the center
I think AI is a is a tool and
and basically I think you have to I mean
if I can recommend something is to take it
practically test
touch it with hands and see what AI can do for you
that's something that I think is crucial
I like it um
before we leave uh James
I know you have something that you want to share
with us so please the Florida stores
we've got webinar coming up
and Christina Busmalis is from Benevolent AI
which is the premier AI and drug discovery company
previously from IBM Watson and Google Cloud
should be expert in healthcare AI
we've got her we've got Tim Bachelor
who's head of global commercial L&D Epsens
he's the farmer expert
and we're putting them in the room
we're making talk about AI um
they're the experts
I'm just gonna be there in the background
just to make sure it all happens
we're gonna let them talk
and it's gonna be really exciting
it is on the April the somethingth
well done there April the 11th
and you can register it in Collins.com
thank you for that uh
for anyone that wants more information
please do not hesitate to reach James
and for our thank you
I want to thank our panel thank you James
Ben and Manuel for being here
this has been incredible I
hope our attendees had as much fun
and I got some knowledge from what we shared here
uh Stefan thank you for being here with me
um and to everyone
I just want to let you know that
we also have an upcoming webinar
on April the 10th
related to the lifetime industry
so we're going to be posting more information
so if you want to do a whole schedule
you can come to ours on the 10th
and then go to James on the eleventh
I promise you are going to get then
also just to just to add a little bit of um
webinar fun to this we've also um
got a community called Digital Pharma Unlocked
that's got a hybrid event uh
on which is titled
to sell or not to sell on the April 25th
so face to face in London
uh or available virtually too
that's available on Meet Up and you'll see on my
my LinkedIn profile some links uh
links to that too but just to keep April
you know webinar full and lots of fun to come
so there you go guys schedule in your uh
in your agendas
you have the 10th occupy with platforms
11th with Camino and then on the 20
you said 25th 25th 25th
I had to go and see Ben it's it's mandatory so again
thank you everyone and we hope you thank you
thank you it's been great combo
thank you thank you
bye bye sir and uh
Happy Easter Ramadan actually
so happy Easter Happy Ramadan for everyone
yeah Ramadan came from all over the world
thank you bye