The AI in Business Podcast
Targeting Providers through Omnichannel Marketing and Patient Personalization - with Tom Hayes and Gareth Dabbs of IQVIA
Tue May 21 2024Description
The episode discusses the challenges and opportunities of omni-channel marketing in healthcare. It explores the changing engagement preferences of healthcare providers and the advancements in personalization and gen AI. The episode also highlights the importance of proactive disease identification and trust-building in healthcare technology.
Insights
Omni-channel marketing challenges
Omni-channel marketing in healthcare faces challenges similar to financial services due to tight regulations and the need for approved content.
Generative AI in omni-channel marketing
Generative AI is being used to address challenges in omni-channel marketing by enabling quicker approval of content tailored for healthcare providers.
Personalization in healthcare
Understanding patient journeys and using data to identify points of value are crucial for delivering personalized experiences to healthcare professionals.
Strain on healthcare providers' time
Healthcare providers are experiencing increasing strain on their time, with an aging population and changing preferences for engagement with life science companies.
Changing engagement preferences
Healthcare providers' engagement preferences with life science companies are rapidly changing and vary across regions, demographics, and specialties.
Adapting to evolving regulations
Life science companies need to adapt to evolving regulations at various levels to engage with healthcare providers effectively.
Caution in implementing AI
The healthcare sector is adopting AI, but there is caution in implementing newer, less rules-based technologies due to the importance of thorough testing in healthcare settings.
Catalyst for omnichannel marketing
Generative AI is seen as a catalyst for omnichannel marketing in healthcare, improving experiences for healthcare professionals through tools like chatbots and data-driven insights.
Focus on personalization
Personalization is a key focus in the healthcare industry, driving advancements in technology adoption and customer experience.
Advancements in personalization
The healthcare industry is focusing on personalization, with companies and providers aiming to make services more tailored.
Chapters
- Omni-channel marketing in healthcare
- Changing engagement preferences of healthcare providers
- Advancements in personalization and gen AI
- Proactive disease identification and trust-building
Omni-channel marketing in healthcare
00:10 - 07:49
- Omni-channel marketing in healthcare faces challenges similar to financial services due to tight regulations and the need for approved content.
- Generative AI is being used to address challenges in omni-channel marketing by enabling quicker approval of content tailored for healthcare providers.
- Understanding patient journeys and using data to identify points of value are crucial for delivering personalized experiences to healthcare professionals.
- Healthcare providers are experiencing increasing strain on their time, with an aging population and changing preferences for engagement with life science companies.
Changing engagement preferences of healthcare providers
07:31 - 15:10
- Healthcare providers' engagement preferences with life science companies are rapidly changing and vary across regions, demographics, and specialties.
- Life science companies need to adapt to evolving regulations at various levels to engage with healthcare providers effectively.
- The healthcare sector is adopting AI, but there is caution in implementing newer, less rules-based technologies due to the importance of thorough testing in healthcare settings.
- Generative AI is seen as a catalyst for omnichannel marketing in healthcare, improving experiences for healthcare professionals through tools like chatbots and data-driven insights.
- Personalization is a key focus in the healthcare industry, driving advancements in technology adoption and customer experience.
Advancements in personalization and gen AI
14:49 - 22:15
- The healthcare industry is focusing on personalization, with companies and providers aiming to make services more tailored.
- Gen AI is seen as an evolution in applying advanced analytics and AI across various healthcare offerings.
- Gen AI aims to enhance accuracy, precision, speed of insights, contextual actionability, trust in data, and reliability.
- Challenges include managing multi-layered customer experiences and extracting valuable data from healthcare providers for patient-focused care.
- Using connected devices like smart pills can improve patient experiences in clinical trials and real-world settings.
- AI can be leveraged to identify rare diseases early by analyzing diverse datasets, leading to proactive treatment strategies.
Proactive disease identification and trust-building
21:45 - 26:01
- Utilizing technology to proactively identify rare diseases in patients and provide treatment recommendations can have life-changing impacts.
- Omni-channel engagement allows for disseminating information to healthcare communities, driving adoption of insights, and improving patient outcomes.
- Building trust in technologies by accurately identifying diseases and involving healthcare providers as co-pilots can increase comfort and acceptance among patients.
- Future episodes will delve into generative AI's role in building trust, ensuring transparency, and addressing black box problems in healthcare technology.