Best practices for implementing AI-powered Next Best Action and Omnichannel in Pharma

The shift in pharmaceutical sales from traditional, product-driven approaches to customer-centric ones is well underway. Many pharmaceutical companies are now using some kind of AI-powered Next Best Action (NBA) approach to guide marketing and sales efforts, and omnichannel is becoming the industry standard. These approaches benefit customers, be they payers, practitioners or patients, who get to enjoy a more personalised and customer-centric experience, tailored to their preferred methods of communication. When done correctly, AI-powered NBA and Omnichannel in pharma leads to increased sales, improved retention, and greater overall customer satisfaction. In fact, customers have responded so well to NBA and omnichannel practices that, in just a few short years, it has become an integral part of their expectations.