Next Best Engagement Recommendation System

Home / Intelligence / Case Studies / Next Best Engagement Recommendation System

Client Situation

A large biopharma customer wanted to optimize their digital channel strategy and outreach to most effectively engage with HCPs

Trinity’s Role

Trinity developed an AI solution that predicts the next best digital channel, content and cadence to engage with individual HCPs
Although originally created for one brand, the technology and AI model was crafted so that it could be scaled and easily configured to add different criteria and datasets
After success with the initial brand, Trinity expanded the solution to direct efforts for 5 brands and 4 additional channels, integrating with multiple activation vendors
and agencies

Project Outcomes

The Next Best Engagement (NBE) model implementation for digital platforms resulted in a ~22% lift in engagement (weighted) across digital platforms. This solution included:

Feature
Engineering

Scaling
Normalization
Missing value imputation
One-hot encoding
Embedding Vectorization

Business Rule Implementation

No repetition of touchpoints in consecutive weeks
per prescriber
Skip list
Prescriber should have only one touchpoint per vendor per week

Model Training & Deployment

Model training
Model experimentation and registry
Hyperparameter tuning
Model deployment via data pipeline
Process logging

Model Scoring & Monitoring

Model weekly runs
Incremental training
Model drift detection
Re-training

Related Intelligence

Blog

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

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 […]

Webinars

The GenAI Advantage: Empowering Pharma Customer-Facing Teams

Available On Demand

Join us for the first webinar in our “AI Innovations in Life Sciences” series to learn how generative AI (GenAI) can transform the way customer-facing teams (sales reps and medical science liaisons) operate in life sciences companies. Discover practical applications of GenAI to enhance call planning and customer engagement and help field teams translate data […]

Watch Now

White Papers

Technology with a Point of View: Encoding Life Sciences Expertise with AI

Discover how Trinity Life Sciences is transforming pharma commercialization with generative AI (GenAI). In this white paper, experts share how Trinity’s GenAI-powered solutions are reshaping Medical Affairs, Field Insights, Competitive Intelligence and more—delivering faster insights, reducing friction and unlocking new value across the organization. What You’ll Learn: Download the Full White Paper Fill out the […]