Impact in Pharma Technology
GSK embedded ADVANCE®AI, a global field execution benchmarking company, as a third-party accelerator within its field-force ecosystem. The integration, named by GSK as “Conversational Intelligence”, turns everyday rep-HCP conversations into continuous insights that help reps improve their HCP interactions.
ADVANCE®AI combines the industry’s first AI field benchmarking database with APEX*, its pharma-specific HCP sentiment score. Integrated into GSK’s Field Force Navigator, the technology helps teams generate actionable insights in weeks over months. Early pilots identified measurable improvements in Good-Sell Outcomes, HCP behavior change, and a 2.1x increase in positive outcomes when HCP sentiment scores reached 7+.
*ADVANCE®AI Pharma Emotive indeX
Judges’ comments
Addressing a well-articulated and widespread challenge that resonates across the industry, “Commercial Intelligence” stood out as a brilliant innovation that successfully delivered against multiple objectives. GSK identified a genuine issue that pharma has arguably avoided confronting for too long: the established model of rep visits and the reality that these interactions can often be perceived by HCPs as poorly timed or of limited value. This technology has the potential to shake up that model. It demonstrates clear cross-functional application and is already showing tangible impact in improving the quality and relevance of HCP interactions. What’s more, the joint participation of both GSK and ADVANCE®AI demonstrated a genuine partnership, focused on creating value for reps, brand and sales teams and, most importantly, HCPs as the ultimate beneficiaries.
The judges thoroughly enjoyed hearing about the solution and were impressed by the breadth of innovation behind it – from its in-house development and use of conversational AI, to consent-based call recording, dynamic coaching and its role in informing Next Best Action (NBA). They were particularly impressed by how the insights generated were being used to inform and refine marketing strategy, creating a clear and compelling connection between the technology and real-world commercial decision-making. The judges also saw impressive adoption, alongside encouraging indicators of increased customer impact, and look forward to seeing the partnership and its potential develop even further. By simultaneously driving sales force effectiveness while respecting HCPs’ time, needs and priorities, this was considered an outstanding example of technology being applied to solve a genuine industry challenge and a thoroughly deserving Gold winner.
Amy Matthews, Inizio Evoke
Navigator365 Benchmark gave Brand X, a challenger in a fiercely competitive UK speciality market, its first externally validated view of HCP-perceived omnichannel performance and brand response against key competitors.
By surveying prescribing physicians, Navigator365 Benchmark pinpointed exactly where Brand X lagged and which channels mattered most to clinical decision-making. Armed with these insights, Bayer invested in sales training, relevant content and its digital engagement.
Twelve months later, the brand led 8 of 9 commercial channels, topped NPS and CX scores, and grew market share 6.2% more than competitors, demonstrating how technology-driven HCP intelligence transforms pharma marketing effectiveness.
Medical teams used to lose countless hours per congress just finding abstracts before the real thinking could start. So we built Goldfish. In 2023, it was around 50% accurate and our writers spent more time fixing it than it saved – but every mistake became training data.
By 2026, it’s over 99% accurate, has read 11,941 abstracts across six congresses, and at one it caught 62 relevant abstracts that humans had missed. Hours for the medical team were cut by 75%. Over £74,000 of time and spend freed up, giving a competitive edge in preparing for HCP interaction at congress.
Pharma companies invest millions in congresses. Most leave without usable data.
AstraZeneca and Onomi set out to change that. Using CongressIQ, they built a live congress intelligence layer that captures every HCP interaction, resolves it to a verified CRM identity, and triggers omnichannel follow-up in real time, while the congress is still running.
The result: a complete shift from retrospective reporting to live engagement infrastructure. Commercial and medical teams now arrive prepared, capture structured intelligence on-site, and leave with follow-up already in motion.
That’s a complete redefinition of how congresses create value.
UCB’s paid media operated in silos. Display, email and congress activity delivered short-term results but little reusable audience intelligence – every campaign started again from zero. DP Factori transformed programmatic from a media-buying mechanism into the connecting engine for a compliant, continuously learning marketing ecosystem.
Beginning with endemic display, we progressively connected audience data, email, congress, geofencing and digital out-of-home, enabling retargeting, continuous audience growth and in-flight optimisation rather than post-campaign reporting. Viewability rose from a typical 50–55% to over 70%, while building an addressable audience of 18,500+ European dermatologists. The result: every campaign now makes the next one smarter.
Lay out the problem: Globally, over 70% of physicians now prefer digital engagement over in-person rep visits – and in the UK the challenge is even more acute, with only 25% of physicians remaining accessible to field teams. As a result, critical conversations go undelivered, medical information requests remain delayed, formulary decisions move slowly, and participation in UK commercial clinical trials has fallen to its lowest level since 2017/18. At the same time, sales, MSL, and MLR teams lose weeks to manual review cycles.
Market insights utilised: HCPs, patients and pharma teams want the same thing – immediate, compliant, trustworthy answers wherever the conversation is already happening. No interface delivers it.
SMART objectives: Build the world’s first commercially deployed AI brand representative for healthcare marketing; achieve MLR-grade compliance from day one; deliver omnichannel presence across EHRs, publishers and brand sites; enable 24×7 multilingual engagement at scale.
Critical success factors: MLR sign-off on AI-generated responses, deep EHR and publisher integration, brand-voice fidelity, and multi-jurisdiction compliance.
