Study reveals increased automation, trust in NBA programs, and growing adoption of dynamic targeting among leading U.S. life sciences organizations
Axtria Inc., an AI-first data analytics innovator transforming life sciences, today released the findings of its new Customer Engagement Planning and Execution Benchmarking Study. The study, based on anonymized data from 16 leading U.S. life sciences companies and over 8,300 field representatives across 57 business units, presents an in-depth view of evolving customer engagement strategies and operational execution practices.
“Life sciences companies are clearly accelerating their shift toward intelligent, data-driven engagement,” said Asheesh Sharma, Head of Commercial Excellence at Axtria. “This study offers a valuable pulse on how commercial organizations are rethinking execution strategies by embracing automation, boosting trust in AI recommendations, and progressively adopting dynamic approaches to targeting and planning.”
Key Highlights from the Study:
- Omnichannel Engagement Maturity: In 2024, 20% of companies with omnichannel programs have fully scaled engagement platforms at an advanced stage—more than double the 9% reported in 2023. This growth is underpinned by stronger cross-functional collaboration and a strategic pivot—80% of surveyed companies now prioritize automation across key functions to drive omnichannel execution.
- Next Best Action (NBA): Only 44% of companies that have implemented NBA programs say their reps trust the recommendations.
- Dynamic Targeting Gains Traction: Adoption of dynamic targeting among large pharmaceutical companies rose from 17% in 2023 to 25% in 2024, with 75% of these being refreshed monthly to adapt to the changing market dynamics.
- Call planning: Reps average six HCP calls per day, with oncology reps recording the lowest call volumes—reflecting the complexity and specialized nature of their engagements.
- Segmentation and Targeting Practices: 64% of business units refresh customer segments quarterly, though adoption of advanced segmentation using AI/ML models remains limited to 17%.
Axtria’s benchmarking study serves as a vital tool for commercial operations and brand strategy teams aiming to align with industry-leading practices in omnichannel execution, segmentation, and field rep enablement.