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The goal of the PMSA Virtual University is to establish a venue for discussion & collaboration on best practices in analytics, marketing and sales operations.

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PMSA Webinar: From Multichannel to Omnichannel: How AI/ML Techniques Help Pharma Organizations Achieve Customer-Centricity

Presenters: Devesh Verma and Geeta Padbidri, Axtria
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Presenters: 
Robert Mozenter and Ilker Oruc, Axtria
Wednesday, January 29, 2020   |   12:00 PM ET
  Register now for Part 2

Pharma companies are evolving to deliver a true omnichannel experience to their key customers. While it is crucial to develop both a personal and non-personal engagement plan for a multichannel strategy, a vital missing component is to connect next-best interactions and associated messaging across channels to create a harmonized omnichannel experience.

While a rep promotes his/her brand to an HCP, it is not common for the rep to discuss the brand’s digital presence, such as a published whitepaper or upcoming webinar to ensure prescribers are on-board digital channels. On the other end, brand marketers make considerable investments to engage customers using non-personal channels, but have no direct influence or control on the personal channel.

In this webinar series, we will review key challenges of interweaving personal and non-personal promotion to build an omnichannel customer engagement strategy. We will discuss ways to leverage AI/ML techniques to mine insights from complex and messy data and convert these insights to next-best-actions (NBAs) for sales professionals and other marketing channel providers. We will examine digital analytics KEY performance metrics and share an example of how these can be optimized for an email campaign for HCPs or patients. We will also showcase pharma industry-based case studies covering: customer journeys (across multiple digital channels, the journey analytics, and its impact on CX), and the power of AI/ML-based NBA suggestions in enhancing CX.

Part 1 will introduce a omnichannel customer engagement paradigm and part 2 will be focused on operationalizing omnichannel marketing



About the Presenters
Robert Mozenter, M.S., MBA – At Axtria, Robert serves as a Director in the Marketing Solutions practice within Axtria’s Decision Sciences organization. He leads client engagements focusing on omnichannel marketing enablement and analytics. He brings more than 15 years of experience in the Life Sciences industry first as a Director in Pfizer’s Business Technology group leading IT Strategy and later as a Consultant where he has worked with mid-size and large, global pharma companies. Robert has led a variety of consulting engagements and large programs in the areas of sales, marketing and analytics.

Robert has been a key contributor to the creation of Axtria’s omnichannel framework for assessing the maturity of omnichannel capabilities. Robert also has a wealth of experience leading consulting engagements with a primary focus on omnichannel marketing, marketing analytics, commercial operations, IT strategy, organizational change management and program management.



Ilker Oruc, Ph.D. – Ilker is an AI/ML Scientist at Axtria, where he leads the product development efforts for building Axtria’s AI/ML based Next Best Action toolkit for the life sciences industry. Ilker has over 8 years of experience in modeling & simulation, artificial intelligence, machine learning, and software development. During his time at Axtria, he has focused on multi-channel marketing analytics, customer segmentation, advanced predictive analytics, optimization and forecasting projects. Ilker brings a rare combination of insight and analytics expertise combined with his engineering (aerospace) background, and his experience in software development, product management, and R&D. Throughout his career, Ilker has completed over 10 R&D projects and more than 8 commercial client projects for different industries where he leveraged various machine learning techniques to find the right client solution. He also has entrepreneurial experience with a startup company in the aerospace industry where he served as a Business Developer.