By strategically leveraging AI, teams can work smarter and more efficiently

The world of pharmaceutical brand planning as we know it is evolving rapidly. Artificial intelligence (AI) is creating new opportunities to generate insights, analyse and synthesise data, and streamline processes.

For cross-functional brand teams this presents a powerful chance to enhance both the strategic and tactical elements of brand plans. There is much excitement and activity in the pharma AI race, but we believe the winners will be those who apply an integrated approach, using AI to synthesise data and insights, and augment cross-functional team thinking, while enabling the team’s human intelligence to drive bolder and more informed strategic decisions.

AI has already proven its value in many industries and ours is no exception. Within the guard rails of organisational and regulatory compliance, by strategically leveraging AI, teams can work smarter and more efficiently. Use Uptake’s ‘Seven Steps to Augmented Brand Planning’ as your inspiration:

Successful brand plans start with well-structured processes. AI tools can assist in building timelines, assigning tasks and communicating milestones. They can generate visually engaging project plans that make the process easier to navigate – whether for a global team managing complexity or a smaller local team working at pace.

Understanding the market environment requires analysis of both internal and external factors. AI can rapidly scan external market reports and published research to identify trends and highlight blind spots in disease area knowledge, healthcare system dynamics or competitive landscape, which can be used to create an AI-generated SWOT, ready for human scrutiny. It can also create stakeholder personas, accounting for the roles of the traditional and ‘augmented’ physician.

Brand planning is collaborative and workshops are a cornerstone. AI can fast-track preparation of workshop stimulus materials by analysing external sources such as healthcare reports and clinical guidelines, and internal sources such as performance data. It can expedite workshop outputs by transcribing discussions, digitising notes and populating templates. While human intelligence and oversight are essential, AI frees time for strategic discussions.

While AI excels at processing data, strategic choices like brand positioning, pricing and segmentation need human insight. These decisions involve nuanced considerations – patient needs, competitive differentiation, healthcare dynamics and unique in-market context – that AI cannot fully grasp (yet). AI can, however, provide scenario-based analyses and hypothesis generation to support discussions.

AI can analyse omnichannel performance relative to agreed key performance indicators (KPIs) and track stakeholder engagement effectiveness to inform strategic priorities, and it can offer budget allocation recommendations based on past performance. External searches using AI can also identify potential congresses, key opinion leaders and policy discussions.

Using AI to sift through internal performance data and suggest potential KPIs based on trends is useful, but selecting the right metrics requires human expertise given the nuances of healthcare markets and individualised patient care.

Beyond strategic insights, AI can increase internal efficiencies with brand plan deliverables. Teams can use it to generate succinct executive summaries, craft engaging presentations with compelling visuals and draft tactical plans in different formats. AI reduces repetitive tasks and allows time for high-impact activities.

Our regulated environment demands caution when using AI. Teams must follow their organisation’s compliance policies, particularly when using external tools or incorporating AI-generated content into materials designed for external audiences.

It’s essential to build AI literacy. Encouraging experimentation with AI tools helps individuals learn to craft effective prompts and understand AI’s limitations. Common terms like ‘market’, ‘indication’ and ‘label’ can have multiple meanings, potentially causing misleading outputs if prompts aren’t precise.

Teams must also remain vigilant for AI hallucinations – instances where the model fabricates sources or facts. Cross-checking AI-generated insights with trusted sources is necessary to maintain accuracy and integrity.

AI won’t replace the critical human elements of pharma brand planning, but it can augment and accelerate them. Bringing AI onto your team to blend human expertise with the data-processing power of AI will enable enhanced rigour, creativity and impact of brand plans. The key lies in knowing when to let AI sprint ahead and when to allow human insight to take the lead.

Pharma companies that take the time to get this balance right will find themselves better equipped than ever before, navigating our changing landscape with clarity and confidence, and delivering brand plans that resonate with internal stakeholders and external audiences alike.