Bhavana Ramesh

Pharmaceutical companies are using machine learning to improve their marketing efforts and engage with healthcare providers (HCPs). Next Best Action (NBA) is a customer-centric marketing strategy that uses machine learning to recommend the best product to promote, the best channel to use, and the best type of content for HCPs. By employing NBA, pharmaceutical companies can improve their HCP engagement and make their marketing strategies more customer-centric.

This article explains how the customer engagement index (CEI) is calculated in the context of Next Best Action (NBA) in the commercial pharma industry, using historical health care provider (HCP) data and behavioral preferences to recommend optimal channels for sales reps to engage with HCPs.