Regional A.I driven Insights, personalised to increase KAM Access & Content engagement

Despite the investment in digital transformation and AI, pharmaceutical sales teams still face critical challenges.

They need to see more healthcare professionals, increase engagement in existing content and inspire more people to go on a digital journey.

To do this they need to authentically relate to their customers, have meaningful conversations around current patient un-met needs and be able to demonstrate how their offering addresses these challenges.

“Having something new and interesting to engage my customers with, that is in line with what they are finding most challenging right now is exciting. These golden insights have given me the buzz back to engaging my customers and is leading to me seeing more people, having more time with them and increasing engagement in my content. Ultimately this has all led to me increasing my sales”

Experienced National KAM

A unique Pharma solution

People have different needs on any given topic. Understanding the full need profile of your customers allows better and broader engagement to optimise opportunity.

“When you reach out to healthcare professionals to discuss the things that are most important to them, they will see you, when you discuss these things with them they will engage with you and when you link these things to your content they will go on a digital journey”

Understand the world of your customer from their perspective, meet them where their minds are at right now and link this to the content you wish to engage them in.

What you get

  • egg has unique exclusive access to aggregated online search data performed by healthcare professionals and patients alike in order to understand the unbiased un-met needs of this stakeholder group. This quantified data paints a qualified holistic picture of the biggest needs expressed by stakeholders in an given disease area.

  • egg has unique exclusive access to up to date population health data from the UK’s biggest, most useful and complete health and wellbeing data repository. By combining this data with the un-met analysis we are able to bring the patient pathway to life in a way not currently available anywhere else. Not only can we see what people are looking for but also where they are and how that relates to their circumstances.

  • Calling upon over 3 years of un-met need and population health data interpretation, in combination with decades of in-field experience, our team is able to personalise each KAMs report and guide them in how to use this to ‘open more doors’. In addition we are able to use A.I to highlight suggestions of where the insights align to existing marketing digital content and support KAMs in building this into transformation conversations.

Use case

Strategic Engagement in the Rare Disease Market

Situation:

In it’s second year of launching a Rare Disease Product in the UK market, the client saw strong growth in the Paediatric segment but slow uptake in the Adult indication, despite NICE approval and NHSE commissioning policy.

Task:

To investigate unmet needs in the Adult segment by analysing internet search behaviours and patient pathway data to uncover actionable insights that could shift the adoption landscape.

Action:

The primary insight identified was “HPN market instability due to low Aseptic Unit Capacity.” This insight was crafted into targeted questions for influential stakeholders in the market. In discussions, these questions highlighted current challenges and aligned the product’s efficacy as part of the solution.

Result:

Through this approach, the client secured a meeting with a top influencer in a high-potential account who had previously been unresponsive. This 1-hour meeting, driven by the value of the discussion on market instability, led to immediate product usage. The product was prescribed three times in the next three months, creating significant lifetime value and underscoring the high impact of this strategic engagement.

How it works

  • Complete a project request form including disease area, products and regions for analysis (Not available on the website please use the ‘contact us’ button)

  • Our A.I Unmet need analysis will provide golden behavioural insights at a National and Regional level, overlapped with patient pathway data and including suggestions for how to link to your Omni-Channel Content the report is created for the First Line Manager. (Example reports available upon request please use the ‘contact us’ button)

  • The full report will be provided to the Manager and presented to the sales team, with golden insights per KAM agreed.

  • The KAMs will be provided with their golden insights and guided on how to embed these in their Account Plans and use to increase access and content engagement.

  • Sales Manager project close and agreed metrics to measure, plus Field Insight feedback loop to Brand Team.

Any questions?