How MSD embraced AI omnichannel engagement

We strongly believe in Lyriko. After Italy, the solution will be implemented in 13 other markets: Turkey, Saudi Arabia and Asia Pacific.
Marco Peconi
Customer Engagement Director
MSD Italy

The Company

MSD is a leading American pharmaceutical company, known in the United States and Canada as Merck & Co. It was founded in 1891 and has been operating in Italy for over 65 years, being always one of the pharma companies at the forefront of digitalisation.

The Need

MSD’s main goal was to embrace a truly customer-centric approach.

To pursue this objective, they were looking for an AI-based, data-driven solution that will accomplish two tasks: support MSD’s network of scientific representatives with valuable customer insights and directly deliver relevant messages to customers, according to their preferences in terms of content and channels.

The Solution

The best solution for MSD’s requirements turned out to be Lyriko.

Lyriko is an advanced decision support tool that provides customised suggestions to scientific representatives as well as omnichannel content orchestration.

MSD chose Lyriko because of its modular and flexible structure, its partnership with Veeva and its data scientist support team, which demonstrates strong business acumen.

Since the pilot phase of the project, Lyriko has proven to be very successful: the performance and efficiency of MSD scientific representatives increased, and they are enthusiastic about Lyriko’s support. In fact, by receiving daily customised suggestions and insights on the customers they have to meet, they can focus their efforts more on building and maintaining customer relationships.

Regarding the omnichannel orchestration, it is active on three online channels for MSD: direct e-mail; newsletters; and banners on MSD Salute, a portal dedicated to resources and information for healthcare professionals.

The Results

MSD has amply demonstrated its belief in the Lyriko solution and has accelerated its deployment in all therapeutic areas and on all scientific representatives.

They have seen results as:

  • 90% of suggestions adopted by scientific reps
  • More than 1.000 suggestions sent every day
  • A remarkable increase in engagement score 

I’m Marco Peconi, Customer Engagement Director for MSD Italy.
In MSD Italy I’m in charge of the definition and implementation of the omnichannel engagement strategy with a particular focus on digital channels and digital innovation.

MSD Italy has been always one of the Pharma companies at the forefront of digitalization. Our main goal is to put the customers in the middle of our process, considering their needs and their preferences. To pursue this, we rely on a data-driven approach, leveraging our analytics.

In the last years, at MSD Italy we started to invest heavily in data analytics and Artificial Intelligence tools. We would like to address two main needs. The first one is to support our network of scientific representatives to give them the best insights about their customers. The second one is to reach our customers with the right content on the right channel.

The best solution turned out to be Lyriko. Lyriko is an Advanced Decision Support tool for scientific representatives that provides customized suggestions and omnichannel orchestration. Lyriko is the best for its modular and flexible structure, it’s a Veeva partner, and because it provides a Data Scientist team with strong business acumen.

With Lyriko, we got excellent results already from the pilot phase, increasing the performance and efficiency of our scientific representatives. They receive daily personalized insights and customized suggestions about the customer they have to meet during the day, with specific information about content and topics to talk about and channel preferences. In this way, they can focus all their efforts on building and maintaining customer relationships, saving time.  In the last months, they have confirmed to us how much they appreciate Lyriko’s support.

We strongly believe in Lyriko. For this reason, in the last year, we accelerated the deployment on all our therapeutic areas and scientific representatives. We send more than 1.000 suggestions daily and, over time, we reached 90% of suggestions adoption. At the moment, Lyriko is being adopted in the Italian market. We plan to extend it to other countries, focusing on the Next Best Content.

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