Commercial services organization Eversana recently launched an omnichannel tool for the life science industry to amplify pharma brand impact.
Dubbed Orchestrate, the offering coordinates the elements of commercializing a therapy, with the aim of improving sales as well as patient outcomes.
Leveraging artificial intelligence (AI) and machine learning (ML), the tool aggregates and synthesizes data points to predict and capitalize on brand opportunities. It’s designed to route those data and insights across both personal and non-personal channels in a seamless manner.
The idea for Orchestrate was “crowdsourced” from more than 20 pharma leaders and 40 subject matter experts, said Aaron Uydess, who led the buildout for Eversana.
“What we heard from our advisory panel members is that everyone thought that omnichannel got to be too complex,” recalled Uydess, an EVP at Eversana. “You had this dynamic where the complexity of omnichannel was increasing, especially with new innovations like AI, while at the same time brand marketers were being asked to do more with less.”
Indeed, he said, the “ask” was not about the next generation of omnichannel, but “keeping the complex simple yet sophisticated.”
To that end, Eversana’s Orchestration Engine, which powers the tool, uses AI to sift through market research for insights and compile an understanding of the HCP’s preferences. Like online dating sites Match.com or eHarmony.com, it then pairs the brand goals with the HCP’s expectations based on that affinity data.
The AI engine democratizes the data and tracks how campaigns are performing, pinpointing opportunities to optimize by displaying insights that marketers can take action on. All of this is expressed in what Uydess called a “total impact analysis” of a brand campaign.
“It makes it easy for marketers, in one location, to be able to see what’s going on and then take action on their marketing plan,” added Faruk Capan, CEO of Eversana InTouch and Eversana’s chief innovation officer.
The aim behind the project, which has been germinating for the past three or four years, involved creating an “operating system” for targeting doctors and patients, explained Capan. “That’s the long-term vision.”
When PE-backed Eversana acquired Intouch Solutions in late 2021, bringing the full gamut of commercial services under one roof, management saw the ability to finally bring that vision to life.
“AI is also much more pervasive and available now, making our job slightly easier,” Capan observed.
The tool is being rolled out globally to all existing Eversana and Eversana Intouch clients. Customers can use just the Orchestration Engine or tap into the organization’s broad array of services, from patient support and sales force to consulting and pricing.
“They can plug and play these components in a way that creates efficiencies and execution and ultimately allows for greater engagement with their customers,” noted Uydess.
The tool is designed not only to drive revenue but also to help marketing and sales to do more with less as it improves brand engagements for clients, HCPs and patients.
A platform-agnostic approach allows for connecting – via API – into a client’s existing omnichannel marketing tech stack, whether it’s Salesforce, Adobe or Veeva.
“Eversana Orchestrate connects the dots among all the elements of your commercialization model, whether we’re supplying it or somebody else,” added Uydess.
Plans call for expanding more deeply into the space of patient omnichannel efforts.
“We have a vision for a deeper integration with those efforts,” said Uydess. “This is just phase one. We have a road map that takes us well into 2025.”
Several other PE-backed strategic buyers have introduced value-added tools designed to connect the dots among their various commercialization services. These include Evoke’s recent platform-wide launch of a suite of audience-intelligence tools and Indegene’s data-driven omnichannel launch platform.