Kevin O'Connell

A seismic and strategic shift in pharma marketing has begun: moving from broad, multichannel presence to precision-based, optichannel targeting that delivers real-time engagement in moments of need. This is vital as HCP behavior changes and the industry needs precision and a new metric for success in the era of AI answer engines: Share of Answer. Leaving the traditional volume-based approach behind, this session will discuss how optichannel focuses resources and:

• Uses predictive insights to engage on the optimal channels for a specific audience

• Leverages AI and real-time data to drive hyper-personalized experiences and deliver meaningful content to the right customer at the right moment

• How optichannel engagement within a day of real-world triggers rapidly grew market share for an oncology brand whose launch had slowed