Deliver Sales Excellence with IQVIA Next Best

The video details the functionality and value of IQVIA Next Best, an embedded intelligence solution designed to transform decision-making and drive sales excellence for pharmaceutical sellers and marketers. The core purpose of the system is to provide personalized and relevant engagement experiences for healthcare providers (HCPs) by seamlessly integrating suggestions, predictions, recommendations, and automated actions directly into the user’s workflow, ensuring that critical insights are delivered at the point of action.

The solution is presented as an orchestrated customer engagement platform that helps optimize sales targets, channels, and interactions. The progression of the system’s utility is demonstrated through the scenario of William, a pharmaceutical sales representative launching a new drug. Upon receiving a notification about new promotional and educational materials, IQVIA Next Best immediately provides actionable steps. This includes generating a list of suitable doctors in William’s territory for enrollment in a targeted marketing email nurture journey, demonstrating the system’s ability to link marketing automation with sales execution.

Furthermore, the system proactively optimizes William’s call plan. It suggests modifying his current schedule to prioritize the new drug launch, specifically recommending personal outreach to three key physicians within a large specialty practice. The intelligence layer leverages deep data analysis, including the doctor’s known preferences, to determine the most effective engagement channel—in this case, recommending remote virtual sales calls and even suggesting optimal dates and times for these interactions. A sophisticated feature highlighted is the analysis of unstructured data, where the system processes call notes from other sales representatives to determine the most impactful messaging strategy. Based on this analysis, Next Best recommends "clinical efficacy" as the key message, as these specialists have historically responded positively to that specific data point. By appearing at the right time and place, the recommendations facilitate easy action, leading to a more effective, optimized sales strategy for the new drug launch.

The overarching theme is the shift from traditional, static sales planning to dynamic, AI-driven orchestration. IQVIA Next Best positions itself as the engine that transforms raw data into personalized, timely guidance, ensuring every interaction is optimized for maximum impact. This approach fundamentally changes how pharmaceutical commercial teams execute their strategies, moving towards hyper-personalized, multi-channel engagement driven by predictive intelligence.

Key Takeaways: • Orchestrated Customer Engagement: The solution emphasizes moving beyond simple Next Best Action (NBA) recommendations to full orchestration, ensuring that marketing efforts (e.g., email nurture journeys) are tightly integrated with personalized sales outreach and call planning. • Embedded Intelligence for Workflow Adoption: The success of the system relies on embedding intelligence directly into the sales representative’s workflow, ensuring that suggestions are not external reports but actionable steps that fit seamlessly into their existing tools and processes, maximizing the likelihood of user action. • Multi-Source Data Synthesis: Effective NBA requires synthesizing diverse data streams, including structured data (HCP preferences, territory mapping) and unstructured data (qualitative sales rep call notes), to generate nuanced and highly specific recommendations for both channel and content. • Channel Optimization Based on Preference: The system dynamically selects the optimal engagement channel (e.g., remote virtual calls vs. in-person visits) based on specific HCP preferences and historical interaction data, driving efficiency and improving the quality of the interaction. • AI-Driven Messaging Strategy: Intelligence is used to analyze peer feedback and behavioral data to recommend the most resonant key message (e.g., focusing on clinical efficacy) for a specific target segment, ensuring the content delivered is maximally persuasive. • Proactive Call Plan Modification: Instead of relying on static territory plans, the AI proactively suggests modifications to the sales representative’s current call plan based on immediate commercial priorities, such as the launch of a new drug, ensuring timely focus on high-value activities. • Target Identification and Prioritization: The system automatically identifies and prioritizes suitable sales targets for specific commercial initiatives (like new drug enrollment), reducing the manual burden on sales reps and ensuring resources are focused on the most receptive audience. • Focus on Launch Effectiveness: The primary business outcome demonstrated is the optimization of the sales strategy for a new drug launch, highlighting the system’s role in accelerating market penetration and ensuring a successful commercial rollout through precise targeting and execution. • Prediction and Recommendation Types: The intelligence layer provides a spectrum of outputs, including predictions (e.g., likelihood of positive response), suggestions (e.g., which doctors to enroll), and automated actions (e.g., modifying the call schedule).

Tools/Resources Mentioned:

• IQVIA Next Best (A proprietary embedded intelligence solution)

Key Concepts:

• Next Best Action (NBA): A decision-making framework, often powered by AI, that provides users (in this case, sales reps) with the single most effective action they should take next, based on real-time data and predictive analytics.
• Orchestrated Customer Engagement: A strategy that coordinates all customer touchpoints across various channels (sales, marketing, medical) to deliver a unified, personalized, and relevant experience.
• Embedded Intelligence: Integrating AI and machine learning capabilities directly into the user interface and workflow (e.g., CRM or sales planning tools) so that insights are delivered contextually and immediately actionable.

Examples/Case Studies:

• William, the Pharmaceutical Sales Representative: Demonstrated the system’s utility by showing how Next Best guided him through a new drug launch, from identifying target doctors for an email nurture journey to modifying his call plan and recommending "clinical efficacy" as the key message for virtual sales calls.