The Rise of the Wisdom Worker

Key Takeaways:

Introducing the GenAI Revolution

Generative AI (GenAI) is revolutionizing our workforce. The Information Age highlighted our capacity to gather, process, and interpret data, but GenAI is shifting the focus toward different, highly valued skills. Access to information and processing democratized by AI has ushered in a new paradigm. Critically defining where to apply AI and evaluating inputs and outputs for GenAI platforms demand pattern recognition and logic. This knowledge only stems from wisdom and experience. Welcome to the era of the Wisdom Worker.

What exactly does this mean for life sciences marketers? Consider the following example.

Transforming Life Sciences Marketing

A major, multifaceted brand we partner with is applying GenAI within a total healthcare context—encompassing payers, providers, patients, and healthcare organizations—to equip marketers with previously unattainable insights. The approach has created significant cost savings, enhanced customer experiences, and maximized return on investment through precision marketing across all personal and non-personal channels.

Once dependent on disjointed and often contradictory data from agencies, media partners, consultants, and internal teams, marketers have been provided with a unified dashboard customized to the specific needs of their business and operational methods. Understanding the complex interplay between these stakeholders and the healthcare ecosystem enabled teams to contextualize the use cases and data they could turn into insights and actions. This acumen aligned with brand goals and the reality of the healthcare end-to-end environment. It’s empowered the team, driven measurable outcomes, and positioned them to surpass their organization’s capabilities and outperform their competitors. Wisdom is the key—allowing us to evaluate this information and transform it into recommendations.

From Information to Wisdom

So, what is the difference between information and wisdom?

Information is facts, observations, data points, and processing required for analysis and interpretation. Wisdom is a more abstract concept. It represents the ability to reflect, contextualize, and take action through knowledge, experience, understanding, common sense, and insight.

Wisdom helps us to locate the critical insight within the information to contextualize beyond the known data. It allows us to apply knowledge in meaningful ways for actionable results. It also gives us the judgment to assess whether the information seems truthful and correct or was based on incorrect inputs or assumptions.

In the past, both the wisdom and information workers were equally important. Whether computing analytical calculations, coding a novel application, or doing development work on a website, we needed individuals with the information (coding or analytics tool and method knowledge) to take strategic initiatives and bring them to life. This added to cost, time, and complexity. It also separated roles into two teams with different focuses: one for ideation and one for building.

Unlocking GenAI’s Full Potential for Innovation

However, AI has changed that dynamic and will continue to do so at an accelerated pace. Now, we can give simple English-language prompts to GenAI tools to create digital art without ever learning design tools. We can code or create virtual agents and avatars by describing our needs and imagination. The building is automated. The “imagineers” have become creators, with little financing, support, or technical skills.

GenAI platforms like Microsoft Copilot are revolutionizing the way we interact with technology by translating natural language into processing and coding tasks, all while tapping into a vast repository of information, images, and ideas. As these resources become faster and nearly cost-free, individuals and companies must adapt their focus, structure, culture, and processes for success. This new landscape prioritizes wisdom over mere information accumulation or production, and demands agility as a perpetual state.

Evolving Partnerships to Embrace Change

The information age drove companies to invest in large IT and service organizations that could enable commercial organizations to operate ecosystems of data and technology, resulting in a wave of insourcing. Companies disconnected technical and operational aspects from the strategic and business elements—separating business goals and execution. Suddenly, the budget and control shifted from marketers to IT and operations. Similarly, consulting firms like Accenture, Cognizant, Deloitte, and PwC took over significant wallet share and responsibilities from conventional brand agencies. As AI moves us away from coding, process, and execution and reprioritizes business connectedness and the context it brings, the industry is already seeing a reversal of that trend.

GenAI will remove much of the demand and cost of technology operations. Large integrators’ core competencies in repeatable processes and cost-effective offshore support teams will be less relevant, and lucrative managed-services contracts will likely decrease significantly. The question shifts from “Who can build and operate tools the best?” to “Who understands my brand and its unique clinical, business, operational, and economic factors?”

This change creates a swing back towards brand independence. It reinforces the need for a partner that understands your brand’s total healthcare context and how best to leverage the power of AI and your underlying systems within this context. SaaS tools like Salesforce, Veeva, and Adobe invest heavily in AI regarding customer experience and business-user usability. This will make the promises from 5–10 years ago of being business-user-friendly a reality.

A Collaborative Approach to Both Information and Wisdom

AI promises to bridge the gap between strategy, creativity, and execution, eliminating the need for a traditional ‘middle layer.” This change will see budgets shift and partnerships redefined as the execution challenges and operational burdens that once necessitated centralization and the rise of integrators in marketing diminish. This shift will focus on understanding a brand’s comprehensive healthcare context, encompassing business objectives, clinical challenges and opportunities, and issues related to value, access, and reimbursement. The importance of combining wisdom with the effective use of AI to enhance collaboration and sharing will increase, driving improved strategies and the application of capabilities.

Partners that excel operationally and can apply those efforts meaningfully to impact brand revenue throughout its lifecycle will emerge as leaders. Klick is dedicated to leveraging our total healthcare commercialization capabilities to support every aspect of a brand’s success. We enhance collaboration and share wisdom to ensure every initiative, whether driven by people or AI parents and tools, maximizes impact. We deliver faster and more cost-effective outcomes by utilizing AI for foundational, operational, and repetitive tasks traditionally managed by integrators. This strategy allows our teams to concentrate on innovating in areas that drive brand KPIs.

To learn more or get a sneak peek at our ever-evolving suite of AI-enhanced innovation, give us a call.