This case study presents how our client, the Brazilian operation of the fifth largest pharmaceutical company in the world, gained market share in Brazil by redesigning its physician engagement agenda using artificial intelligence.
| Industry | Functional Area / Use Case | Technical Use Case |
| Pharmaceutical | – Customer Experience and Relationship – Sales Force – Next Best Action – Market Share Expansion – Insight Studio | – Ingestion / ETL – Data Lake – Data Governance – Recommendation Models – Machine Learning – Public and Private Data |
How dhauz helped
dhauz worked hand in hand with the client and developed a workflow to improve sales efficiency and gain market share using artificial intelligence, which proved to be a highly successful approach. The effort delivered strong benefits after overcoming initial challenges, such as the lack of business insights due to an imbalance between business and data science knowledge, siloed data, and an immature data lake.
The approach was to let the Business Challenge drive dhauz’s Analytics team and the evolution of the technical side. To achieve this, we analytically redesigned the sales representatives’ agenda, focusing on improving the quality of relationships with physicians. The team combined techniques using Regression and Unsupervised Learning to structure the recommendation model (Next Best Action). A second approach involved a Lead Scoring model being built using oversampling techniques and a random forest model.
In parallel, dhauz’s analytics technology operation was reviewed and enhanced by the team, implementing a new Data Lake architecture and governance. Developments included quality control for the real-time integration layer, implementation of a data catalog, among others. We also integrated new data sources to enable the construction of the use cases. With business, data, and technology aligned, the team managed the evolving backlog of both new business use cases and modernization and integration of data lakes and sources.
Results
The client achieved extremely solid results: market share growth in the target molecules/regions and a much more balanced sales representative journey, supported by analytical models and the data lake, now capable of supporting new use cases.
According to the Director of Digital Transformation: “After several attempts with other partners, we found in dhauz the ideal combination of business knowledge and deep expertise in advanced analytics, which allowed us to successfully tackle several use cases that required distinct approaches.”
