In today’s fast-paced pharma environment, commercial success hinges on moving swiftly from data to action. Through the effective use of AI, commercial teams can shift to proactive, strategic decision-making. However, implementing AI successfully in market analytics requires more than just purchasing a tool; it demands intentional integration into specific workflows that create real value.
And what does that value look like? Maximizing revenue by uncovering new markets while increasing sales and marketing effectiveness.
Here are five guiding principles for commercial leaders looking to leverage AI as a competitive advantage in their market analytics:
1. Define AI’s role as a problem solver
AI should be viewed as a tool that complements, not replaces, your team’s expertise. The objective is to use AI to enable better and faster decisions by uncovering patterns in the data that were previously invisible. This can include helping your team answer targeted commercial questions—whether that’s identifying key market influencers, understanding customer sentiment, or monitoring real-time changes in prescriber behaviors. When AI is positioned as a problem-solver, it becomes a precision tool that directly enhances business outcomes. Start by identifying the areas where greater speed or precision can help.
2. Identify the areas where macro-level trends are important
In commercial strategy, we need to see the forest as well as the trees. While individual HCP behavior is important, “forest-level” insights about market trends are essential. While traditional approaches rely on time-intensive analyses, AI provides a new lens into the market landscape, spotting emerging shifts and competitive changes as they happen. This empowers teams to evolve beyond periodic surveys and quarterly reviews. Identify the areas where continuous market intelligence can deliver the greatest advantage.
3. Streamline decision-making for faster reaction time
AI excels at quickly cutting through the noise, sifting through enormous datasets, and highlighting actionable insights. By organizing and interpreting data from multiple sources—whether social media, sales reports, or competitor analysis—AI eliminates the time spent integrating and parsing data and delivers reliable conclusions faster. To take advantage, decision-making workflows have to be streamlined. Faster decisions mean faster results. Reinvent your decision-making process to capitalize on continuous insights.
4. Craft stories with AI-driven insights to align teams
Data-driven insights alone are insufficient. They must be communicated effectively to inform strategic decisions across the organization. AI can create compelling narratives about customer needs, product positioning, and competitive dynamics, making the data resonate. Craft “pocket stories” that drive alignment across teams, ensuring that strategies are cohesive and grounded in a shared understanding of the market.
An example of a pocket story is that of a healthcare company that sought to shift perceptions around early-stage disease, advocating for early intervention rather than viewing initial symptoms as mere risk factors. Leveraging Within3’s disease community analytics, they identified and engaged non-traditional influencers, building a strong case for early treatment’s economic and patient benefits. This strategy successfully expanded the eligible patient population by over 350,000 and positioned the company’s product as the leading choice for early-stage treatment.
5. Enable dynamic strategy
In the ever-evolving healthcare market, change is a constant, but strategies can become entrenched and it’s often difficult to “unlearn” things that are no longer true. As AI surfaces market changes, new opportunities, or challenges, teams must be open-minded in order to enable agility. With AI, teams can adjust strategies dynamically. For example, one organization using AI discovered a crucial insight: psychiatrists were prescribing a therapy initially targeted at general practitioners. Armed with this insight, the team quickly adjusted their outreach and achieved a better market fit, illustrating how AI can unlock unexpected but crucial pathways to commercial success. Enable processes that allow for continuous changes to strategy.
AI is revolutionizing market analytics by turning data into actionable insights that drive commercial success. With Within3’s advanced AI platform, your team can transition from reactive data interpretation to proactive, strategy-shaping insights.
Are you ready to take the next step in AI-driven market intelligence? Contact us to book a demo and explore how Within3’s solutions can enable your commercial team to unlock hidden market opportunities, streamline decision-making, and achieve measurable results in today’s competitive landscape.
