Challenge
Decreasing access and an overflow of competing digital communications have made meaningful engagement with HCPs more challenging than ever. Although many organizations have invested in Next Best Action (NBA) programs to help customer-facing teams personalize interactions at scale, user adoption is critical to maximizing returns.
To help bridge the gap between strategy and execution, one top-10 biopharma partnered with Aktana to activate internal data science efforts, build end-user trust among field teams, and resolve the “last-mile” challenges that can inhibit the full potential of NBA.
Approach
The biopharma used Aktana’s solutions to integrate and enrich its strategic data science models, optimize outputs daily based on the latest data, and orchestrate NBA suggestions across channels in a coordinated way. When NBA suggestions were seamlessly integrated into existing workflows, accompanied by transparent reasons to engage, and prioritized for maximum impact, user adoption and impact surged.
The initial deployment included 600 reps across 8 therapeutic areas and 20 brands.
"I had a NBA alert from an HCP who is ‘difficult to see.’ Today, I sent him a proactive email [based] on an alert offering patient resources, sample, etc. He responded immediately! This is a big deal for me."
Impact
The following analysis compares reps who engaged with NBA suggestions against a control group within the organization’s highest-priority brand.
Guided by Aktana’s NBA recommendations, engaged reps were able to:
- Reach doctors who were unresponsive in the past
- Uncover opportunities with HCPs who weren’t on their radar before
- Pinpoint the right time and right content on digital channels to maximize engagement
- Proactively reach out to HCPs based on timely patient alerts
Commercial team members who engaged more frequently with NBA suggestions had an uptick in customer engagement and sales lift.
+14% Higher sales in a matter of months
As a result, reps who engaged more frequently with NBA suggestions saw 14% higher sales just 9 months after roll-out.
+8M Directly attributed impact
Between 2 and 6.5% of the sales lift was directly driven by NBA suggestions, which translated to $2.5 – $8M in annulaized incremental sales.
+30M Greater potential as adoption grows
Independent projections performed by the brand demonstrated that increasing engagement and adoption with the NBA could unlock more than $30M in annual upside.
Originally published on Aktana.com.