Machine learning, AI are changing up how marketers think about ‘next best actions’ to reach physicians
The evolution of data over the past few years is upending the idea of “next best action” in pharma marketing to physicians.
The traditional model of the steps taken to reach doctors typically followed a pre-defined decision tree — initial contact followed by a sales rep visit, then a care center follow-up and so on. However, tools like machine learning and artificial intelligence are relegating that model to the past.
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