Empowering Field Teams: A Case Study in AI-Driven Call Planning

Published June 25, 2025

Field sales serve as the primary bridge between companies and healthcare professionals to build trust, provide valuable information and drive product adoption. Effective call planning is essential, as it allows reps to prioritize their engagements, tailor messaging and maximize their impact.  

The introduction of new technologies to streamline or enhance field operations comes with inherent challenges, such as resistance to change, training needs and aligning new systems with existing workflows. Quite simply, the field can become overwhelmed.   

To overcome these hurdles, clear communication and robust training programs are essential for behavioral and operational transformations. As trust in AI grows over time, the field naturally seeks more innovative solutions.  

Trinity AI presents a case study of a successful AI initiative that has been embraced by the client, delivering consistent lift for more than 2 years. This initiative highlights the power of AI in field sales and the potential for scaling across different brands while deepening trust in technology. 

Background

Mid-Size Pharma, High-Potential HCP Identification

• A mid-sized pharmaceutical company partnered with Trinity AI to revamp its targeting strategy with the goal of reinvigorating one of their brands across multiple indications to drive new patient growth.  
• They wanted to develop a robust autonomous dynamic targeting solution, leveraging AIML to identify microclusters of high potential HCPs to drive new patient starts. 
• The engine would predict and create a pipeline of HCPs that were most likely to convert to the brand through targeted call activity promotion, thereby optimizing the effectiveness of the field force. 
• The project aimed to fix the inefficiencies of their traditional call planning method, which lacked field adherence and failed to impact sales significantly.  

Trinity’s Solution

A digitally-integrated, AI-enabled ecosystem powering rep effectiveness and personalized HCP engagement

Trinity AI assessed the client’s technology ecosystem and existing targeting engine to scope the context and needs for a more efficient solution. Trinity redesigned an AI-driven call plan engine to identify high-potential HCP targets in different territories based on their likelihood to convert to the brand. 

The engine synchronizes in-person and digital engagement strategies, establishing a cohesive and integrated approach across all customer interaction channels. By evaluating data from diverse sources such as claims, CRM and engagement metrics, it identifies top targets within territories through a multi-dimensional analysis. Adoption, measurement and evolution of the new tools were critical drivers of the impact of the new engine.   

• Trinity AI worked with the client to develop, operationalize and assist in a broad change management initiative.   
• Measurement systems were implemented to gauge performance of the AI engine over time.  
• The field feedback loop gathered insights used to refine and optimize the targeting strategy. 
• Impact assessment pipelines were set up to measure lift generated by the call plan engine over time 

Project Outcomes

AI-Driven Dynamic Targeting Solution

Trinity AI’s solution streamlined the targeting process and delivered tangible business outcomes, including: 

Monthly call plan operations reduced from 6 to 3 weeks

Lift analysis validated alignment with brand imperatives 

• Increased New-to-Brand Prescription in High & Medium Segments 
• Decrease in Dismissals 

Improved rep productivity by 20-30% 

Non-target calls reduced by ~20% 

The success of the AI engine for this product led to its implementation for multiple other brands. 

The solution was recognized by the client’s CEO during a quarterly earnings call as driving real business impact. 

Authors: Nancy Phelan, Nabha Nagasubramanya, Anushank Anand and Ankit Kohli

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