Machine learning, AI are changing up how marketers think about ‘next best actions’ to reach physicians

The evo­lu­tion of da­ta over the past few years is up­end­ing the idea of “next best ac­tion” in phar­ma mar­ket­ing to physi­cians.

The tra­di­tion­al mod­el of the steps tak­en to reach doc­tors typ­i­cal­ly fol­lowed a pre-de­fined de­ci­sion tree — ini­tial con­tact fol­lowed by a sales rep vis­it, then a care cen­ter fol­low-up and so on. How­ev­er, tools like ma­chine learn­ing and ar­ti­fi­cial in­tel­li­gence are rel­e­gat­ing that mod­el to the past.

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