Artificial intelligence: could pharma lead the way? - PMLiVE

A rare opportunity now exists for the pharmaceutical industry to play its part in driving customer behaviour with a digital marketing approach that the world is fast becoming familiar with, and will soon be reliant on - artificial intelligence (AI). An industry on the cusp of change driven by customer behaviour Few would question that pharmaceutical marketing is a niche sector with a unique set of obstacles for those tasked with delivering results. It's an environment that challenges the perceived (marketing) wisdom of how to reach, engage and influence customers with innovative and stimulating content and messaging. Our sector can be a restrictive, hazardous environment and we are challenged to define and deliver our work using a set of principles established in more conventional or conducive marketing environments. Understandably we follow, rather than lead, marketing conventions, latching on to terminologies, principles and methodologies that we (and our customers) see outside our industry every day.