P360’s Revolutionary Impact on Pharmaceutical Commercialization

In an era where technology and healthcare increasingly intersect, P360 is redefining how the pharmaceutical industry engages with healthcare professionals (HCPs) and patients alike. This innovation is facilitated through a portfolio of cutting-edge tools that promise to streamline operations and enhance connectivity, ultimately transforming engagement from a complex undertaking into a straightforward, efficient process.

“At P360, we are committed to pushing the boundaries of what technology can do for the pharmaceutical industry,” said Anupam Nandwana, CEO of P360. “Our unique lineup of tools is designed to address the specific challenges faced by pharmaceutical professionals, offering them streamlined, efficient, and effective solutions to engage with healthcare professionals and patients.”

The Challenge of HCP Engagement

Historically, engaging with HCPs and patients has been fraught with challenges, ranging from regulatory compliance to the need for seamless communication across platforms. Traditional engagement methods have often been cumbersome, making it difficult for pharmaceutical professionals to achieve the desired impact. This has paved the way for innovative solutions that can simplify these interactions and make them more effective.

P360 addresses these challenges head-on with its revolutionary suite of technologies, including the ZING Engagement Suite, EdenHelp, Swittons, and the BirdzAI Data and Analytics Platform. Each tool is designed to meet specific needs within the pharmaceutical sector. Here’s a closer look:

ZING Engagement Suite

ZING provides a comprehensive omnichannel marketing platform that enables pharmaceutical teams to seamlessly and compliantly connect with HCPs and patients using text messaging, two-way voice and video calls, and even onscreen collaboration. This innovative platform also includes features like form sharing, signature capture, AI-assisted chat, and inbound communication via QR code scanning. And the best part? HCPs can engage with ZING without apps, downloads, logins, or subscriptions — making their interaction as simple and comfortable as receiving a standard text.

EdenHelp

EdenHelp is a pioneering information platform driven by generative AI. Tailored for the pharmaceutical industry, EdenHelp significantly boosts communication by providing healthcare professionals (HCPs) and patients with real-time, precise answers to their questions. This ensures they always have the most current product information at their fingertips. Seamlessly integrated with ZING, EdenHelp powers diverse workflows such as Medical Information Requests (MIR), sample requests, and scheduling. This adaptability and intelligence make EdenHelp and ZING indispensable for pharmaceutical companies aiming to enhance communication and improve patient care.

“Incorporating advanced technology into HCP and patient engagement isn’t merely a trend—it’s a necessity,” said Nandwana. “Tools like ZING and EdenHelp demonstrate how technology can bridge the communication gap between life sciences companies and healthcare professionals. By delivering real-time, accurate information and streamlining processes, these tools empower HCPs to make better decisions, ultimately enhancing patient care.”

Swittons

Imagine effortlessly automating routine tasks with the push of a button. That’s the reality with Swittons, P360’s state-of-the-art IoT-powered smart device platform, designed to revolutionize pharmaceutical operations. Now available on the Apple App Store and Google Play, Swittons is transforming the way pharmaceutical professionals handle their operations by bridging the gap between physical and digital workflows. Whether pharmaceutical teams handle inventory requests, place service orders, or manage other essential tasks, Swittons automates these processes effortlessly.

Swittons also stands out with its adaptability across various organizational functions. Customized for specific workstreams, it automates processes for labs, supply chains, and sales teams, enhancing seamless workflows. Unlike disparate multichannel solutions, Swittons ensures a consistent, personalized, and secure experience across all channels.

“With Swittons, pharma teams can swiftly manage support requests, update inventory in real-time, instantly notify teams upon task completion, ensure secure operations across multiple sites, enhance healthcare delivery and remote interaction, and optimize clinical trials with one-touch requests and communication,” added Nandwana.

BirdzAI

Building upon the success of ZING, EdenHelp, and Swittons, P360 introduced its most advanced innovation yet — the BirdzAI Data and Analytics Platform. Designed specifically for pharmaceutical companies, BirdzAI offers four key pre-built modules tailored for Master Data Management, Insights & Analytics, Sales Operations, and Marketing Operations. This state-of-the-art platform enhances pharmaceutical commercial operations by providing swift, comprehensive data management solutions, encompassing everything from data ingestion to storage, processing, and analysis. It pulls information from widely utilized sources such as first and third-party prescription data, specialty pharmacy data feeds, CRM systems, and marketing interaction reports.

BirdzAI stands out with its ability to seamlessly integrate with any commercial operations workflow, creating a unified data lake that serves as a single source of truth for all sales and marketing data. Its sophisticated AI and machine learning algorithms transform this data into actionable insights, enabling real-time decision-making for sales and marketing operations. This includes functions like forecasting, brand propensity analysis, next-best-action insights, customer alignment, territory planning, and incentive compensation strategy.

“With BirdzAI, pharmaceutical commercial operations can now establish a robust data and analytics framework in a highly agile and efficient manner,” stated Nandwana. “Our platform’s unparalleled flexibility and customization set it apart as a leading enterprise solution, offering industry disruption with minimal disruption to existing processes.”

Real-World Impact

P360’s suite of solutions is already making waves in the industry. Pharmaceutical companies that have integrated these tools report increased efficiency and better alignment with healthcare providers. For instance, a top-tier pharmaceutical company was facing challenges in effectively communicating with HCPs and office staff. Traditional email channels were failing, with essential drug information emails going unnoticed, and their physician engagement portal was underused. And making things more complicated, in-person visits were nearly impossible, creating a critical need for a swift and innovative solution that was both effective and compliant.

“In its search for a seamless user experience that adhered to corporate and legal standards, the brand discovered ZING,” said Nandwana. “The platform offered the company an efficient way to send MLR-approved templates, resources, and coupon codes directly to HCPs and their staff while still allowing sales reps to engage via their own devices whenever necessary. Furthermore, ZING ensured compliance with legal standards while providing comprehensive visibility into field operations and data utilization.”

Since implementing ZING, the company has seen a significant boost in HCP engagement, achieving read rates over 90% and click-through rates exceeding 60%. The switch from traditional email to ZING’s platform eliminated issues like low open rates and spam filtering, drastically improving communication reach and effectiveness.

The success of ZING led the pharmaceutical brand to standardize its use across its leading brand team, with plans underway to extend its deployment to multiple brands and therapeutic areas, further solidifying ZING’s role as a game-changer in pharma sales and communications.

Future Prospects

The potential future impact of P360’s innovations on the pharmaceutical industry is substantial. By continuing to enhance its tools and adapt to the evolving needs of the sector, P360 is poised to lead the charge in transforming pharmaceutical commercialization. The use of AI and advanced data analytics will likely deepen, providing even more personalized and efficient interactions with healthcare providers. This evolution promises not just operational improvements but also enhanced patient outcomes as pharmaceutical companies can more effectively collaborate with HCPs.

References:

1. https://pharmatechnews.com/p360-impact-on-pharmaceutical-commercialization/