The Situation
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 %NBRx 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.
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