IQVIA Launches OCE Optimizer to Help Intelligently Plan HCP Engagements
Orchestrate intelligent and agile strategies for personalized customer engagement
IQVIA introduced OCE Optimizer, an innovative solution that empowers life sciences companies to plan and refine marketing engagements with healthcare providers (HCPs) on demand. OCE Optimizer extends IQVIA’s Orchestrated Customer Engagement solution by intelligently allocating commercial resources and interaction channels for more effective connections.
“The life sciences industry is becoming more dynamic and specialized,” said Tal Rosenberg, senior vice president, Global Technology Solutions at IQVIA. “The current environment is driving organizations to transform sales and marketing toward an increasingly digital model that orchestrates timely HCP touchpoints across multiple channels. OCE Optimizer provides customers with agile tools to adapt engagement strategies in response to market factors and prior HCP interactions.”
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Traditional long-range planning based on annual territory alignments is no longer sufficient. Life sciences companies are coordinating multiple customer-facing teams and interacting with a diverse set of decision-makers in healthcare networks. OCE Optimizer offers a new approach that creates and continuously updates rules-based workflows to create custom engagement plans across personal and digital channels.
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OCE Optimizer leverages IQVIA’s Ada machine learning algorithms to draw intelligent insights from varied information sources, including healthcare organization affiliations, call reports and access changes. With a detailed and current profile of every HCP, commercial teams then use OCE Optimizer to make on-demand course corrections to field alignments, segments and targets, and omnichannel engagement plans using visual tools and what-if scenarios for complex territory alignments.