The role of AI in the biopharmaceutical sector to date has focused mostly on optimising and accelerating R&D processes and on innovating clinical trials. Those activities belong to the pre-commercialisation stage of bringing a new therapy to market, and have historically absorbed the lion’s share of investment and attention in the industry. But with companies increasingly looking to AI to also support their commercialisation efforts, a new horizon is sliding into view: realising the technology’s potential to revolutionise biopharma’s marketing and sales processes.
Taking an asset to market is the culmination of what is usually a multi-year and multi-billion dollar/euro investment. The granting of a marketing authorisation, however, is not an assurance of success and often many challenges must be addressed to achieve a successful launch. One key factor that is critical to the success of a new medicine is having robust data and insights on which to base your launch strategy and make investment decisions. This could be information about unmet patient needs, treatment paradigms, prescription trends, influence maps in companies’ top accounts, share of scientific communication by segment, KOLs, digital opinion leaders (DOLs), and healthcare providers. In short, access to data is an opportunity for companies to gain competitive advantage before, during, and after product launch, and if there is one characteristic that neatly sums up AI capabilities, it is “expresswaying” access to and interpretation of large volumes of data.
The implication for the industry? Thanks to AI-enabled data analytics, medical affairs, sales, and marketing teams can gain deep commercial insights that not only measure the impact of existing market access and adoption strategies, but also serve as a guide on how to improve them by collecting, interlinking, and pinpointing the most relevant data and messaging approaches for each target stakeholder group. In particular, by gaining a deeper understanding of their KOLs and relationship networks in real time, medical affairs teams can craft highly tailored scientific communications, and by harnessing the power and speed of AI in the pre-launch phase, improve their understanding of a new therapy area at scale very quickly.
One of the most intuitive applications of AI in drug commercialisation is enabling high-precision profiling of HCPs, so that marketers can design customised outreach strategies instead of relying on a traditional one-size-fits-almost-all approach. AI technologies make this possible by micro-segmenting key stakeholder groups not only across therapy area, publishing output, or visibility – the traditional approach taken in audience segmentation. They also do so according to size of individual physicians’ professional networks and the degree centrality they occupy in them, communications preferences, availability, and location. Further, AI can search beyond companies’ existing customer data sets and unearth new cohorts of practitioners who may be open to considering novel treatments for some of their patients. The results can be applied to optimise engagement strategies, connect with would-be partners via their preferred communication channels, and ultimately increase market adoption rates.
In the same way that AI technologies can tap into public online databases and extract KOL and HCP-level data at a fraction of the time it would take a person to do it, they can garner patient-level data. For example, an AI algorithm trained to process natural language in the medical domain can harness data found in public forums or social media channels where patients share personal experiences of using a particular therapy or a drug. Those comments can then be cross-linked with physician-level observations shared in a similar social context, yielding multi-perspective insights from openly shared real-world evidence (RWE). Having such data enriches pharma companies’ understanding and monitoring of product performance across indication, region, physician specialty, type of patient (e.g. GP practice, hospital, specialty clinic), or type of payer (public vs. private). Lastly, AI-enabled social listening can also be leveraged to detect patterns in prescribing behaviour and to assess prevailing public sentiment towards new or existing medications, which are essential tools for running brand diagnostics.
On the regulatory and compliance front, AI can accelerate drug commercialisation by reducing the time and human resources that are invested into compliance review, allowing the latter to be shifted towards more demanding cognitive tasks that cannot be automated. AI-powered analyses can also help leaders decide how to deploy sales teams across a geographic region or therapy area for greatest return on investment, using insights from the micro-segmentation and social listening applications described above to determine what type of content and communications channel would be most impactful for each.
Last but not least, data-driven AI technologies can support drug commercialisation in the post-marketing or pharmacovigilance stage by compiling publicly shared data on undesirable side effects in real time. This can help companies conduct causality assessment on an ongoing basis and react faster to minimise damage to both patients’ health and the health of their own brand image.
Adoption challenges in Europe
Despite the competitive edge promised by embedding AI and machine learning-powered technologies into pharma´s commercial operations, the EU biopharma industry has been slow to adopt such technologies , according to a report by IQVIA published in 2018. Although the survey cited dates back to 2018 and company readiness to embrace AI has likely improved since then, it is an “open secret” in the industry that in comparison to the U.S. and some Asian countries, Europe is not moving as fast as it should and could.
How PeakData can help
PeakData’s Healthscape software can support organisations that are ready to deploy AI for drug commercialisation. It comprises a set of tools that perform real-time web wide market intelligence based on publicly available, decision-shaping conversations about drug uses and indications, real-world outcomes, and patient and provider-generated insights across social media, peer-reviewed publications, preprint repositories, press releases, conference agendas, and other formal and informal sources. This comprehensive search is complemented by rigorous and nuanced analysis of the findings, according to client-defined variables and characteristics, to obtain a panoramic view of all the open data and social signals generated around a drug that is about to go to market or is already being commercialised. As an added value, Healthscape’s capabilities are governed by a clear strategy for sourcing the data such complex AI searches require.
If you are interested in learning more about Healthscape and how it can make AI a reality in your company´s marketing and sales strategies, we invite you to schedule a demo.
Over the past few years, physicians and other KOLs have been increasingly mindful of the time they spend with pharma sales representatives. Many of them have been reducing this time investment in favour of engaging with more scientifically knowledgeable MSL’s (Medical Science Liaisons) that can double as educators and help them stay abreast of new therapeutic products and developments. This shift in attitudes has thrust medical affairs teams into the spotlight and is transforming them into one of the pharma industry´s most prized assets.
The rise to stardom of the MA function corresponds with an ever-growing attention being paid by HCPs and payors to patient outcomes and other aspects of value-based healthcare that MA professionals are uniquely qualified to address. At the same time, they are highly attuned to the constantly evolving regulatory environment and its implications, especially as concerns transparency and compliance. This understanding of the regulatory landscape, combined with their deep product knowledge and sensitivity to the demands of value-based pricing and contracting, empower them to have meaningful exchanges with HCP’s in ways no other business function can. Yet, in many pharma companies this powerhouse of ingenuity is held back, and medical science liaison (MSL) staff are still regarded as mere product advisers.
Indeed, research conducted by Bain´s Healthcare practice as far back as 2017 highlighted this organisational blindspot when it found that one of the main reasons 50% of new drug launches fail is that companies do not adapt fast enough to new information channels used by physicians. The report foresaw three upgraded roles for MA teams that address this and other challenges: leading the communication of scientific evidence, feeding stakeholder insights into all stages of the R&D process and not just during post-launch assessment, and overseeing initiatives to produce outcomes research and real-world evidence.
The rationale for concentrating this triple leadership role into the hands of MA teams is that they can authoritatively explain how a new product or indication fits into clinical practice at the same time as give evidence on how it impacts patient outcomes – the latter being the holy grail of any biopharmaceutical offering. With patients themselves having become important stakeholders in healthcare, conveying patient-reported outcomes or unmet medical need to physicians in the language of real-world evidence both helps advance the practice of medicine and builds trust in the industry as a good-faith actor. And with more than four-fifths of physicians both in Europe and in the U.S. citing RWE as their key criterion for prescribing drugs, according to the Bain findings, it is clear why professionals versed in outcomes research are the right messenger.
Further, as clinicians begin using new treatments and sharing their observed impact on patients, MSLs are uniquely positioned to bring those insights back to the lab to drive improvements to next-generation drug development. Thus, they can effectively become the glue that binds together the expertise of physicians, the needs of patients, and the drive for innovation in the industry.
But while recognizing the vast potential of MA teams is long overdue, laying all these responsibilities on their shoulders without additional support would be unrealistic. The creation of value for pharma companies, KOLs, and patients they can realise requires the untapping of deep, sometimes simultaneous, insights from all healthcare stakeholders and painting them together into a coherent knowledge map. Finding these insights in turn depends on the mining and exploration of data spread across a multitude of official and unofficial web sources and social media platforms. It is a Herculean task that, to be completed efficiently, exceeds the capacity of the human brain if it tries to “go it alone.”
That´s why we created Healthscape, an AI-powered data mining and analytics platform designed to lend a virtual hand to your MA team and be its partner in navigating the stormy waters of data. It can uncover and transform into practical information all types of structured and unstructured data, including those related to RWE, KOL insights, social listening, and even business intelligence. So send us an email or give us a call and let us show you how Healthscape can equip your company with all it needs to keep an edge on the competition.