The days of one-size-fits-all messaging in the pharmaceutical industry are fading. Today's patients and health care providers (HCPs) expect personalized content across a variety of channels.

This is where generative AI (GenAI) can really help execute cross-channel marketing.

Reaching the right audience with the right message

Imagine a world where your pharmaceutical brand speaks directly to the needs and concerns of patients and HCPs via the channels they already frequent for information such as email, social media and health care platforms. GenAI makes this possible through:

  • Patient identification: Using anonymized medical records and online health communities, GenAI can create patient profiles that go beyond demographics. It can identify patients searching for information about their condition or similar treatments.
  • Provider targeting: GenAI analyzes vast datasets of HCPs, pinpointing those who specialize in the relevant condition, actively prescribe similar drugs or participate in ongoing clinical trials. This ensures that targeted messaging reaches the most receptive providers.

Crafting resonant messaging with GenAI

Once you have identified the right audience, GenAI helps tailor your message through:

  • Patient education: GenAI can generate clear, concise and condition-specific patient educational materials. Think explainer videos, social media posts addressing patient concerns and targeted email campaigns about the drug's benefits and potential side effects.
  • Provider engagement: GenAI can craft targeted messages for HCPs based on their expertise. Consider personalized emails with relevant clinical trial data, educational webinars tailored to specific needs and social media content highlighting the drug's unique value proposition compared to existing therapies.

The power of personalization in building trust

When patients receive information relevant to their situation, it fosters trust and understanding. When HCPs get targeted information that aligns with their treatment philosophies, it helps them make informed prescribing decisions. When used effectively and ethically, GenAI can help accelerate and improve the delivery of personalized communication.

Beyond identification and messaging: The future of GenAI in pharma

GenAI's potential extends beyond just audience identification and messaging. It can:

  • Optimize content delivery: GenAI can analyze patient and HCP engagement across different channels and recommend the most effective platforms and content formats for each audience.
  • Measure campaign effectiveness: GenAI can analyze campaign performance data, providing insights into what resonates and needs improvement, allowing for real-time campaign optimization.

The future is personalized

The pharmaceutical industry is on the cusp of a communication revolution. By embracing GenAI, brands can effectively and efficiently execute personalized communication strategies to ensure patients and HCPs receive the information they need, leading to a more informed and effective health care landscape.

Learn more about SAS' life sciences analytics software and solutions


About Author

Greg Wujek

Life Sciences Industry Consulting Lead

Prior to SAS, Greg was Chief Commercial Officer of Castle Creek Biosciences, Inc.. Greg has more than 30 years of industry experience in executive management, sales, market access, marketing, and business development. Previously, Greg served as Chief Executive Officer of Castle Creek Pharmaceuticals. Prior to joining Castle Creek, he managed and developed successful strategies for Zimmer Biomet/ Biologics Division’s first prescription injectable product, Gel-One®. Previously, Greg led the build out of Savient’s biologics arm taking responsibility for Operations, Sales and Managed Care in support of EUFLEXXA®, the company’s first biologic launch. Greg is also a Strategic Advisory Board Member for TCB Capital Advisors. He graduated from Illinois State University with a B.S. in political science

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