Pharma Insights 🩺

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

thank you bye