5 ways ZAIDYN® OmniBERT revolutionizes next best action strategies for pharma marketing

With doctors, healthcare providers (HCP) and patients increasingly turning to digital platforms, creating meaningful customer interactions is more important than ever. Marketing teams must leverage innovative solutions to capture customer attention and optimize engagement across multiple channels. Next best action recommendations empower marketers to deliver the most relevant content at the right time, driving growth and better business outcomes. ZAIDYN Customer Engagement now features OmniBERT—our fit-for-pharma adaptation of BERT, a transformer-based architecture. With its unparalleled precision and personalization, it’s the ideal tool to power your next best action strategy. Here are five ways it can help.

Pharma has always aimed to reach customers with the right promotion through the right channel, but this challenge becomes more complex with the availability of nonpromotional data. Our customers don’t just engage with brands through advertisements or emails. They also participate in congresses and industry events, meet with opinion leaders and receive direct-to-consumer media. HCPs also have to consider disease progression, comorbidities, lab results and changes in therapy for their patients. 

That’s a lot of data to make sense of. ZAIDYN OmniBERT captures multidimensional customer journeys, both promotional and nonpromotional, and uses context-based embeddings to identify the moments that matter. This allows your team to offer highly personalized next best action suggestions that resonate with individuals based on their needs and preferences.

ZAIDYN OmniBERT’s ability to understand bidirectional dependencies, both short- and long-term, between events provides a better estimation of customer behavior. Whether understanding the impact of a past promotional event or predicting the outcome of a future touch point, ZAIDYN OmniBERT improves the predictability of customer outcomes, especially in cases where prescription decisions often hinge on subtle signals and influences. ZAIDYN OmniBERT has demonstrated superior performance over traditional models, improving model accuracy and boosting sales lift. We do this by analyzing promotional data, in the context of nonpromotional events such as patient switches, policy changes and industry news, each of which plays a role in influencing a physician’s prescribing behavior. For example, if an HCP attends a conference or switches a patient to a new medication, ZAIDYN OmniBERT can recommend follow-up actions such as sending a targeted email or scheduling a sales visit that are timed for maximum impact and lead to higher ROI.

One of the key challenges of AI-driven marketing models is the lack of transparency. Marketers and sales teams often struggle to understand why a model makes specific recommendations. ZAIDYN OmniBERT addresses this issue by using a special feature that helps it focus on what’s most important. This allows your team to interpret different events and touch points that contribute to a customer’s journey. This provides direct insights into promotional effectiveness, making adjusting future campaigns and optimizing next best action strategies easier.

Customer journeys are often cluttered with noise, or irrelevant data points that can distort analytics. Some events, such as patient diagnoses or changes in formulary coverage, are rare but incredibly influential in customer decision-making. Traditional models struggle to handle the complexity associated with sparse data, but ZAIDYN OmniBERT is designed to handle high-dimensional sequential data, including data with class imbalance and inherent noise. It filters out irrelevant signals while focusing on the events that drive real impact, ensuring that the next best action is based on the most meaningful insights.

As the pharma landscape evolves, so do the channels and touch points available for customer engagement. New digital platforms, virtual events and healthcare trends emerge regularly, requiring flexible models that can adapt quickly. ZAIDYN OmniBERT’s architecture is built for scalability, making incorporating new data types and channels into the next best action strategy easy. Whether adding a new social media platform or tracking new patient care protocols, ZAIDYN OmniBERT accommodates these changes.

In a dynamic and competitive landscape, ZAIDYN OmniBERT-enabled next best action represents a powerful tool for driving growth, improving customer experiences and staying ahead of the curve.