#FutureReadyHealthcare
Life Sciences Marketing 2024: Expect the Unexpected with these 9 Game-Changers!
Life Sciences Marketers are getting ready to use advanced technologies and try new engagement models for improving their strategies in 2024. However, they also have to carefully handle the balance between managing costs and the imperative to showcase impressive returns on investments.
Despite this challenge, there is a silver lining: these teams have a wealth of opportunities to engage in continuous learning, experimentation, and adaptation. This proactive approach not only enables them to navigate challenges but also positions them to drive a superior customer experience.
In this dynamic landscape, let us explore the emerging trends and opportunities that promise to reshape the landscape and fuel innovation in 2024.
Generative AI’s Non-Linear Content Supply Chain Revolution
Generative AI will redefine not only how content is created but also how it will flow through the intricate web of the content supply chain. The linear trajectory of content creation will give way to a dynamic, non-linear approach, reflecting the dynamic preferences of Healthcare Professionals (HCPs), patients, and consumers. Generative AI will empower marketers to craft content that resonates with individual stakeholders by harnessing its ability to analyze real-time data, behavioral patterns, and evolving preferences. Initially, content with a short shelf life, such as that found on social media and email, is likely to be among the first candidates for collaboration with Generative AI in content generation. More intricate asset types, which demand a greater emotional connection and effort, may need to await further advancements in Generative AI’s intelligence, creativity, and human-like capabilities.
The linear trajectory of content creation will give way to a dynamic, non-linear approach, reflecting the dynamic preferences of Healthcare Professionals (HCPs), patients, and consumers.
– Todd Lilly
AVP, Global Head Content Transformation and Innovation, Indegene
This shift will not only streamline the dissemination of critical medical knowledge but also empower HCPs with insights curated to their specific areas of expertise and interests, thereby placing the power of personalization firmly in the hands of the HCPs. Patients, too, will experience a revolution in how they engage with health information. Generative AI will pave the way for a more tailored approach to health education materials, treatment plans, and lifestyle recommendations. The content will adapt dynamically, considering factors such as comprehension level, language preference, and cultural background. This personalized approach will foster a deeper understanding of medical conditions, contributing to improved adherence to treatment plans and a more informed healthcare journey.
Rise of the Hyper-Personalized Generative DXP
In the year 2024, we will witness the rise of Generative Digital Experience Platforms (DXP) capable of delivering hyper-personalized digital experiences tailored to individual customer needs. Harnessing the power of Generative AI, these platforms will analyze user behavior, preferences, and historical data to create individually tailored messages, precise product recommendations, and interactive experiences.
The impact of Generative DXP will extend beyond personalization, unlocking the full potential of integrated marketing engines and providing life sciences marketing teams with newfound agility.
– Ravivrat Pandey
AVP, Digital Solutions, Indegene
The impact of Generative DXP will extend beyond personalization, unlocking the full potential of integrated marketing engines and providing life sciences marketing teams with newfound agility. This will allow teams to focus on enhancing individual technical or functional components while refining the Generative DXP AI model. This will create a continuous cycle of improvement, adaptability, and will position the marketing strategy at the forefront of technological advancements.
Hyper-automated AI ecosystem cracks the data code
The rate at which data is being generated is staggering, with the healthcare industry alone contributing to approximately 30% of the world’s data volume. By 2025, it is projected to grow at a compound annual growth rate of 36%. Coping with this data deluge, without a framework in place, is like drinking water from a firehose! And that’s where hyper-automated AI will step in. Hyper-automated AI will eliminate the laborious manual processes involved in extracting insights from data. It will harness the power of AI/ML algorithms, leverage the efficiency of Robotic Process Automation (RPA), and tap into Natural Language Query’s (NLQ) intuitive language processing techniques, thereby enabling organizations to scale up their data processing capabilities and access actionable insights in a fraction of the time it would typically take.
Coping with this data deluge, without a framework in place, is like drinking water from a firehose! And that’s where hyper-automated AI will step in.
– Vikas Mahajan
Sr. Director, Data & Analytics, Indegene
In the future, life sciences companies will also stand to benefit an equally greater deal with an intelligent hyper- automation-driven environment. They will achieve high levels of efficiency and cost savings. It will help them streamline the entire process from data ingestion to data processing to insights generation, potentially reducing the associated time and costs by up to 80% and delivering faster results, sometimes up to ten times quicker – all while the system continually retrains itself to perform even better, ensuring ongoing improvement and optimization.
Web Experience 2.0 Driven by Accessible Design and AI-Integration
Life sciences organizations will seek new and efficient ways to reform their non-intuitive and generic websites, aiming to deliver cohesive and globally consistent web experiences in the future. The imperative for accessible design will stand out as a pivotal consideration. Crafting websites that transcend literacy levels and physical or cognitive limitations will ensure inclusivity across diverse audiences such as clinical professionals, patients, carers, payers, and pharmacists. Embracing accessible design will foster inclusivity, uphold ethical considerations, and result in a positive user experience that resonates across various audience segments.
Embracing accessible design will foster inclusivity, uphold ethical considerations, and result in a positive user experience that resonates across various audience segments.
– Kiran Joshi
Sr. Director, CXD Content and Experience Design, Indegene
In the future, user research will take center stage as a critical driver of success in website creation. This approach will enable a nuanced understanding of the diverse needs, expectations, and goals of stakeholders, facilitating the delivery of intuitive and user-friendly websites that cater precisely to the demands of varied audiences. Furthermore, the integration of AI-driven design systems will mark a transformative shift in the design landscape of life sciences, introducing a new era that enhances efficiency, fosters creativity, and automates mundane tasks.
Emergence of Connected Data Ecosystems
The challenge of managing a burgeoning volume of content across diverse markets and geographies will loom large in the future. The quest for a personalized experience amid this content deluge will pose formidable challenges, demanding streamlined processes that offer efficiency, speed, and scalability.
Organizations will need to establish a homogenous data infrastructure globally, employing a strategic, structured, scalable, and future- oriented city planning approach.
– Nitin Raizada
VP, Enterprise Commercial Solutions, Indegene
Addressing the data challenge will emerge as a crucial first step, with life sciences organizations recognizing the pivotal role of a connected data ecosystem. These ecosystems, when enriched with relevant data through integrated content and marketing automation platforms, will unlock significant value. From deep content analytics and agile campaign optimization to data-driven content strategies, scalable personalization, and the implementation of next-best-action (NBA) models, the possibilities will be vast. The integration of generative AI and machine learning into these ecosystems will further amplify their impact. However, this is easier said than done as 60% of respondents in the state of IT repot cited lack of integration of generative AI with business stack as a key challenge. To fully harness this transformative potential, organizations will need to establish a homogenous data infrastructure globally, employing a strategic, structured, scalable, and future-oriented city planning approach.
Rare Diseases Take Center Stage in Patient Support Programs
Rare diseases are taking center stage in the realm of patient support programs (PSPs), marking a shift from a historical focus on chronic disorders that necessitate prolonged treatment. Companies will increasingly pivot towards patient support programs tailored specifically for rare diseases and will adopt novel approaches to conceive and execute PSPs in this space. A pivotal aspect will be the adoption of precise segmentation strategies. Unlike more common diseases, rare diseases will introduce distinctive challenges at various points in each patient’s treatment journey. This will necessitate a nuanced understanding and mapping of precise patient journeys, sometimes at an individual level. Such an approach will become essential for decoding unique patient challenges, optimizing touchpoints, and ultimately elevating the overall patient experience to new levels of efficacy and satisfaction.
A pivotal aspect will be the adoption of precise segmentation strategies. Unlike more common diseases, rare diseases will introduce distinctive challenges at various points in each patient’s treatment journey.
– Vikrant Ghai
AVP, Patient Experience, Indegene
In the future, the concept of hyper-personalized experiences, synonymous with healthcare professional (HCP) engagement, will gain prominence in the realm of rare diseases. From facilitating early diagnosis to ensuring seamless access to the right medications and driving engagement through relevant channels, providing a hyper- personalized experience for rare disease patients will hold the potential to significantly enhance their quality of life and elevate overall program satisfaction.
Navigating a Cookieless World with Precision Analytics and Personalized Engagement
In 2024, the shift to a more cookieless environment will bring about a fundamental transformation in targeting strategies for life science marketers. Mastering zero and first-party data will become a pivotal undertaking, necessitating the secure gathering of individual consent for information and preferences. This will involve laying a foundation with a high-performance, industry-standard tagging system. A strategic focus on precise data consolidation and crafting comprehensive 360-degree profiles for HCPs or patients across channels will emerge as a critical imperative. This will ensure the delivery of timely, relevant, and highly personalized experiences rooted in real-time data. The strategic consolidation of data will foster a holistic understanding of stakeholders, paving the way for targeted and effective engagement strategies.
A fundamental rethink in analytics will be imperative, placing enhanced segmentation and cohort analytics strategies at the forefront.
– Akhil Mahajan
Director, Strategic Initiatives, Digital Enablement, Indegene
Simultaneously, a fundamental rethink in analytics will be imperative, placing enhanced segmentation and cohort analytics strategies at the forefront. Embracing a data-centric approach that leverages AI capabilities will be essential for organizing and extracting insights from audience data effectively. This strategic analytics shift is poised to deliver precise, personalized brand experiences across all digital touchpoints, positioning life sciences companies at the forefront of evolving trends and optimizing interactions with their target audiences. As the landscape evolves, this approach will ensure not only compliance but also a proactive and innovative engagement model tailored to the preferences and needs of each stakeholder.
Evolution from Interactive Aids to Dedicated HCP Portals
The traditional approach to detailing healthcare professionals (HCPs) is undergoing a paradigm shift. A notable transformation will be the potential shift from interactive visual aids to dedicated HCP portals. Since HCPs often operate under time constraints, there is a profound need for systems that offer ease, familiarity, and convenience. The adoption of dedicated HCP portals will directly address these requirements, ensuring swift and easy access to essential information and saving valuable time. Representatives will utilize purpose-built portals designed exclusively for HCP interactions to deliver a consistent navigational experience to HCPs, fostering greater recollection, familiarity, and comfort with the content. These dedicated HCP portals will be meticulously crafted to provide a seamless and unified experience across therapeutic areas and drug portfolios. The design consistency will aim to enhance HCP engagement by ensuring that HCPs can effortlessly navigate through various content modules. Moreover, from a marketing operations standpoint, managing a unified system as opposed to both HCP site and eDetailer will reduce any potential delays or discrepancies that arise from multiple platforms, and offer significant cost savings.
Consolidating efforts on a singular platform will streamline the detailing process, allowing organizations to optimize resources and focus on delivering a more impactful message to HCPs.
– Todd Lilly
AVP, Global Head Content Transformation and Innovation, Indegene
Life sciences organizations will stand to gain operational efficiencies through the standardized design of these portals. Consolidating efforts on a singular platform will streamline the detailing process, allowing organizations to optimize resources and focus on delivering a more impactful message to HCPs.
Consent-Driven Personalization: Innovating with Integrity in Data Privacy
The consent landscape in life sciences is swiftly changing as technology and regulations evolve. By 2024, Gartner predicts that three-quarters of the global population will fall under modern privacy regulations. Five new US states and global initiatives like India’s ‘Digital Personal Data Protection Act’ reflect a universal commitment to safeguard personal data. Artificial intelligence (AI) is driving this transformation, enabling advanced analytics and automation. However, AI introduces ethical and privacy concerns, necessitating transparency and accountability. Influential guidelines, like the EU’s AI Act and US Guidelines for Secure AI System Development, shape global regulations.
Generative AI governance, privacy- enhancing computation techniques and the “Pay or Okay” approach are all items that would take the stage as notable data privacy trends in 2024.
– Rajeev Mishra
Director - Strategic Solutions, Indegene
One of the key drivers of this transformation is the use of artificial intelligence (AI) models, which enable us to perform previously impossible advanced analytics and automation that enables targeted campaigns or predicts patient and healthcare professional (HCP) behaviour. However, AI also poses ethical and privacy risks, such as the potential exposure or misuse of sensitive data. That is why organizations need to ensure that they are committed to ensuring transparency and accountability in all their AI initiatives. The European Union’s AI Act or Guidelines for Secure AI System Development in the US is likely to have significant influence on similar laws in other countries that regulate the use of AI. Generative AI governance, privacy-enhancing computation techniques and the “Pay or Okay” approach are all items that would take the stage as notable data privacy trends in 2024.