How People-Powered Data & AI can safely drive strategic alignment

Authored by: Dermot Kenny, CEO

The pharmaceutical industry is undergoing a profound transformation. Pharmaceutical leaders in this space face unprecedented challenges – ranging from increased competition to the intricate dynamics of healthcare networks. To navigate this complex landscape, it is essential to use the power of data and AI in a way that aligns strategically with the core objective of delivering life-changing medicines to patients. At STEM, we believe people-powered insights with breadth and depth, augmented by cutting-edge data and AI, are key to driving this transformation effectively and safely.

Navigating the Evolving Pharmaceutical Landscape

One of the most significant trends shaping our industry is the convergence of rapid innovation and heightened competition. New medicines are being developed at a breakneck pace, yet the pathways to market success have never been more complex. Physicians are inundated with information, making it increasingly difficult to influence prescribing behaviors. Moreover, the healthcare professionals (HCPs) network has evolved, creating a need for pharmaceutical companies to rethink how they interact with these stakeholders.

In recent years, our clients have been grappling with a new normal. The roles of medical experts, sales representatives, and even marketing teams have expanded, creating a web of interactions that must be strategically aligned. Yet, the lack of visibility into these engagements poses a challenge: how do you ensure that the right messages are delivered to the right people in the right way? How do you ensure that your message is resonating with your target customer?

At STEM, we aim to provide an unobtrusive yet powerful solution that leverages people-powered insights combined with AI to help pharmaceutical companies understand and optimize their interactions with HCPs. The result is more effective engagement, improved strategic alignment, and improved patient outcomes.

The Power of STEM’s Benchmarking Database and Insights

Solving today’s pharmaceutical challenges requires a combination of breadth and depth, and we’ve built a robust foundation over nearly two decades of observations within the sector.

Our benchmarking database, comprising over 300 key performance indicators (KPIs) customized by therapeutic area, life-cycle stage, and geography, serves as a goldmine of insights for our clients. It is not just about measuring execution performance—it’s about understanding the nuances of strategic alignment, the level of accuracy in messaging, and the belief systems across stakeholders.

Our experts, who bring real-world pharmaceutical experience, are adept at interpreting these insights. They’ve walked in the shoes of commercial teams, navigated the barriers of bringing new medicines to market, and felt the urgency of success. This expertise differentiates us from others in the field—our people are not just data scientists; they are seasoned professionals who understand the realities of the market.

This depth of understanding allows us to answer the most pressing questions for clients: Are their strategies aligned across the network? Is there consistency in how information is communicated to physicians? Most importantly, are they unlocking opportunities that move the needle? And there is a sense of confidence in a proven methodology with data that shows where clients have worked with us, they have consistently demonstrated value and double-digit sales improvements within 12 months.

Evolving to Meet a Changing Pharmaceutical Network

The pharmaceutical network is complex and ever-changing, so our observations have equally expanded to provide a 360-degree view. Once focused on sales reps visiting physicians, observations must now include medical teams, market access teams, key account management, omnichannel strategies, and even coaching initiatives to ensure strategic alignment in how physicians receive and interpret information. HCP 360°, our new insight offering, provides immediate, contextual feedback from the HCP.

An expansion is also becoming part of the Inizio Advisory group of companies, which has allowed us to integrate generative AI into our ecosystem. More vitally, the collaboration between our sister companies amplifies our ability to deliver insights with even greater breadth and depth, creating a broader value proposition that ultimately benefits customers and patients.

The Future of AI in Pharma: Moving Beyond Data to Actionable Insights

At STEM, we are already harnessing generative AI to augment many of our analysis processes to generate new insights that delve deeper into HCP-rep interactions. As we listen electronically to a conversation between a physician and a sales rep we can analyze that exchange in real-time to determine its impact. What messages resonated? What actions will the doctor likely take?

By applying AI to analyze a vast collection of conversations across therapy areas and geographies, we can identify patterns that would have been invisible to the human eye. This level of analysis doesn’t just increase sample size—it elevates the quality of insights, enabling pharmaceutical companies to make data-driven decisions with precision.

Embracing Change in a Risk-Averse Industry

Of course, the adoption of AI in pharma comes with its challenges. Our industry is inherently risk-averse, and for good reason. With strict regulatory frameworks and a culture of caution, many companies hesitate to embrace new technologies without first seeing their impact elsewhere. However, the tide is beginning to turn.

Regulators are starting to explore the implications of AI in pharma, with new legislation, although not specific to this industry, emerging in Europe this year. This shift will play a pivotal role in accelerating AI adoption across the industry. But beyond regulatory concerns, there is a more fundamental question at play: How willing are we, as an industry and as a society, to let AI into our decision-making processes? Are we ready to allow AI to influence our workplace performance or purchasing decisions? When human-augmented AI and the power of the technology are coupled with the trust of working with industry-leading experts, these questions can be tackled together with confidence.

The answer lies in the value AI brings. The benefits will become undeniable as we become more comfortable with these technologies. AI has the potential to revolutionize how we bring medicines to market, making the process faster, more efficient, and ultimately more impactful for patients.

A New Era of Innovation

Although generative AI is new, our 17-year history is a testament to our ability to evolve and innovate, and we are excited about what the future holds. By combining our database and people-powered insights with the power of generative AI, we are unlocking new opportunities for our clients and helping them accelerate the process of bringing life-changing medicines to patients.

This journey is just beginning. The fusion of human expertise with AI-driven insights represents a significant step forward for the pharmaceutical industry. And while change may be slow, the potential is enormous. Together, we are poised to move the strategic alignment needle—safely, effectively, and with the breadth and depth that the future demands.

Contact us and find out how we can help you accelerate your brand performance.