Making Automated Inbound Engagement Work for Pharma

by Anupam Nandwana | Last Updated: February 14, 2025 | 1 min read

How pharmaceutical companies engage with prescribers and patients is evolving in the face of digital transformation. Gone are the days of time-consuming office visits.

Expanding on my previous discussion on how AI can help pharmaceutical commercial operations, I'd like to focus specifically on automated inbound engagement systems as a key application of AI technology and how you can utilize it to engage customers who are coming to expect instant, always-available customer service.

Why Automated Inbound Engagement Matters

When done safely and securely—in a way that doesn't harm patients or violate industry regulations—automated inbound engagement can provide significant benefits for pharmaceutical companies.

A Look Into Automated Inbound Engagement

At its core, automated inbound engagement leverages technology to provide instant, tailored responses to customer inquiries across channels like SMS, email and chat. By integrating tools such as chatbots, autoresponders and pre-set messaging, automated engagement solutions ensure customers receive immediate assistance for basic concerns—without waiting in line for a live agent.

For customers, this means greater autonomy and convenience. They can access the information and services they need to make informed decisions. And customers wholeheartedly prefer this approach. According to Salesforce’s "State of the Connected Customer" report, 61% of customers prefer self-service over traditional phone interactions for simple issues.

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Key Drivers For Automated Inbound Engagement Adoption

1. Customer Demand For Immediate Solutions
Patient satisfaction and engagement in the pharmaceutical sector are increasingly tied to personalized services and convenient access to information. Whether through apps that provide medication reminders or portals for accessing medical information, these technologies empower patients to take an active role in their healthcare.

2. Cost-Effectiveness
Automation can offer substantial savings. By decreasing the reliance on customer support staff and automating backend processes, companies can lower operational expenses.

3. Improved Efficiency
One of the primary advantages of automated inbound engagement is the significant boost in operational efficiency. By automating routine tasks and providing real-time access to data, companies can reduce manual labor, minimize errors and accelerate processes.

4. Enhanced Data Collection And Analysis
Automated inbound engagement platforms capture valuable customer behavior and preferences data. Analyzing this data can reveal trends, enabling companies to tailor services and products to meet customer needs better.

5. Increased Accessibility
Automated inbound engagement provides support outside traditional business hours—a boon for global operations with customers across different time zones.

Implementing Automated Inbound Engagement Solutions

For pharmaceutical executives, implementing these automated solutions requires strategic planning and investment in the right technologies. Here are some steps to consider:

1. Assess your current capabilities. Evaluate customer interaction methods to identify areas that would benefit most from self-service-based solutions. Prioritize these areas based on feedback from customers and internal stakeholders.

2. Choose the right technologies. I recommend prioritizing features such as AI-driven chatbots, interactive FAQs and autoresponders. With the majority of customers now utilizing self-service portals and chatbots, these tools are becoming mainstream. However, potential pitfalls exist—68% of customers would avoid using a company’s chatbot if they had a bad experience.

3. Train your teams. While automated inbound engagement reduces direct customer interaction, it doesn't eliminate it. Train customer service teams to handle complex inquiries that self-service platforms can't resolve, ensuring they provide exceptional support.

4. Monitor and improve. Continuously monitor the effectiveness of automated inbound engagement tools. Use analytics to track customer satisfaction and identify improvement areas. Regular updates and enhancements ensure the system remains effective and relevant.

Future Trends And Opportunities

In an industry as dynamic and vital as pharmaceuticals, staying ahead of customer experience trends is crucial for maintaining strong relationships and delivering exceptional service. Here are key trends that I believe executives need to be aware of:

AI-Powered Chatbots

Chatbots are already redefining how pharmaceutical companies engage with HCPs and patients, offering instant and precise responses to inquiries about medications, drug interactions and more. However, I see that as just the starting point. The real promise of AI lies in its capacity to evolve and learn from every interaction, refining responses to provide increasingly relevant and nuanced and tailored insights.

That said, the highly regulated pharmaceutical landscape may slow the adoption of fully automated solutions in critical areas. Yet, significant opportunities exist today for leveraging AI chatbots in non-critical functions.

For example, a top 10 pharma company we work with is effectively using AI-powered chatbots to deliver educational materials, manage general queries and distribute resources—allowing the organization to alleviate operational burdens.

Enhanced Personalization Through Analytics

Data-powered predictive analytics is set to transform customer care by leveraging vast amounts of data to forecast potential needs and suggest tailored recommendations. By analyzing patterns in customer behavior, pharmaceutical companies can anticipate issues before they arise.

From our experience, this personalized approach enhances customer care and strengthens the relationships between HCPs, patients and pharmaceutical companies. When customers feel understood and catered to individually, their engagement and satisfaction will likely increase.

Seamless Omni-Channel Experiences

As already mentioned, today's patients expect seamless interactions across multiple platforms, and many of the pharmaceutical companies we work with are moving towards creating integrated omni-channel experiences to meet this demand.
Companies can enhance customer engagement and satisfaction by offering consistent experiences across all channels—whether through websites, mobile apps or social media.

Final Thoughts

The future of customer care in the pharmaceutical industry is brimming with opportunities. By leveraging AI-powered chatbots, predictive analytics and enhanced personalization through data, companies can deliver more tailored and proactive patient care that meets the evolving expectations of today's customers.