Pharma Marketing 4.0 – AI/ML driven programmatic automation of HCP engagement

Gururaj Potnis, CEO, HappiDoc

Artificial Intelligence/ Machines Learning (AI/ML) shall be a significant gamechanger in pharma marketing. While these may sound esoteric, let’s break it down to simple concepts. As the world around us has become digitally savvy, so are doctors and healthcare professionals. Digital technology has changed the approach to care, cure and connect. Similarly, it has had impact on the science of pharma marketing.

4 Phases of Pharma Marketing Evolution

Pharma Marketing 1.0 has been the traditional approach centred around offline efforts including brochures, informational literature and offline events.

Pharma Marketing 2.0 started with the web and website centric digital wave. A lot of early efforts of the pharma industry towards going digital were centred around creating websites and doctor portals.

Pharma Marketing 3.0. rode the wave of social media (Facebook, LinkedIn and Twitter) on one side and remote engagement like Webinars on the other. HCPs were now available on multiple online media and hence the companies endeavoured to make their presence felt on these media. This phase is still nascent and evolving.

Pharma Marketing Phases 1.0 to 3.0 are to be seen a spectrum of possible means to engage HCPs and deliver the commercial goal of more Rx. Yet this is inadequate. For one, these current methods focus on reach rather than relevance. Secondly, they do not provide convincing answers for marketing ROI.

Unveiling Pharma Marketing 4.0

Pharma Marketing 4.0 will be about marketing to individuals, having understood how best to engage each single HCP. Key hallmarks of Pharma Marketing 4.0 are personalized HCP marketing, outcomes-based pricing and automation driven engagement.

Personalized HCP Marketing

To drive personalized HCP marketing, we need to understand each HCP and their preferences, and we need to have multiple modes to deliver engagement with them.

HappiDoc does deep profiling of HCPs - where are each of the HCPs active, what are their activities, what topics interest them, how they best prefer to be communicated, when is the best time to reach them. Mapping each individual HCP’s natural preferences in the digital space is a start. Maintaining a continually updating map of these preferences will be key to effectively target. AI and ML enables this.

Outcomes based Pricing

Marketing should be accountable for the ROI it is able to deliver to the business. The key metric of marketing cannot be reach, but response. Number of responses (outcomes) defines success of marketing efforts.

Automation driven engagement

Success (or failure) of marketing campaigns should feed back into the next set of campaigns and priorities. Campaigns are aligned target audience wise and not medium wise. To effectively deliver a message or get a response from an HCP, we may use one or more channels. But the end goal is a possible response from the HCP, and this can be achieved by writing algorithms for targeting, engagement and management of campaigns across media and channels. Automation of marketing campaigns is a key part of application of AI/ML.

Thus, AI/ML become vital tools to achieve the goal of personalized HCP marketing.

What is in it for the pharma marketer?

As a pharma marketer, your goal is to communicate your brands to the right target audience. Till now, you have explored multiple channels to reach the audience. The targeting for each channel has been driven by spray and pray. HappiDoc’s AI/ML approach towards personalized HCP marketing changes the rules. Your question will now be – can I reach and influence each of my audience digitally? If so, how?

To request a demo of HappiDoc AI/ML pharma marketing platform, write to