Introducing Genome Perspective: An AI Collaboration Copilot

At Klick Health, we explore how AI can push boundaries and innovate. From publishing groundbreaking research to ChatGPT plugins and GPTs for life sciences professionals, our excitement in finding ways to help clients improve patient outcomes has been boundless. Additionally, we’ve uncovered new ways to use AI in our own everyday internal workflow. And we believe there are key learnings from all our work in AI to help you decode the complexity you’re facing in your omnichannel solutions.

Modern, customer-centric, technology-enabled omnichannel marketing has been an expensive target for pharmaceutical companies. Omnichannel marketing is fragmented and requires consensus from siloed stakeholders. Omnichannel is not upskilling traditional marketing, it is a complete change of thinking, decision-making, organizational structure, and prioritization of how we incentivize and shape work.

So, we asked ourselves, “Can AI help evolve this process, bringing siloed teams and experts together more efficiently?”

The Unicorn Band-Aid

Looking back, the superstars of pharma marketing’s digital age were the unicorns. These rare and talented individuals could straddle the gap between brand-marketing needs and execution—and successfully support the internally tasked enterprise teams. They understood all the individual components and could bridge the gaps between specialized teams. Companies tried to scale the impact of these unicorns by building “Innovation Hubs”and “Centers of Excellence” to infuse their unique capabilities across the organization and brands. Eventually, digital understanding became ingrained and operating models matured, resulting in multichannel marketing.

So Why Is Omnichannel So Much Harder for Pharma?

Multichannel marketing was built on independent areas of investment and expertise. However, omnichannel requires prioritizing interconnectivity and relying on integrated design, execution, and thinking. Change is hard, particularly for highly regulated, mature, and siloed organizations like pharmaceutical companies. The understanding and belief in omnichannel, even at the most senior leadership levels, can be a bit shaky. The lack of proven big wins and ROI from omnichannel investments certainly doesn’t help.

Given the context of moving from siloed channels to integrated customer experiences, can we bring together these disparate workstreams? If we start from a place of efficiency, aware of the challenges facing the pharma industry, where each stakeholder contributes and builds upon their past knowledge while successfully integrating with other experts and workstreams seamlessly, can we achieve our goal of enterprise-wide omnichannel success?

AI co-pilots offer a solution.

The Role of AI in Streamlining Processes

An AI-driven platform can facilitate real-time feedback during the creative process, streamlining workflow, reducing the need for multiple revisions, and expediting market readiness. With AI assistance, best practices, standards, and optimal procedures can be integrated into the workflow.

How Klick Streamlines Processes Internally: Genome Perspective

As a trusted commercialization partner, we wanted to tackle this challenge of knowledge sharing and integration within our own operations. Given our interdependence across teams and cross-functional collaboration, we developed Genome Perspective. Through our knowledge of the pharma industry and by translating stakeholder insights and requirements into a proprietary AI model, we developed AI-driven representatives of each department to expedite a comprehensive first-pass review of briefs, scopes, and other project documents. We created a starting point for creativity, discussion, and refinement by using generative AI to build AI representatives for team leads, including specialized medical experts and more traditional agency offerings and crafts.

Genome Perspective harnesses our understanding of the end-to-end commercialization process and leverages our almost two decades of history developing advanced technology to provide smarter ways of working.

It uses insights from every stakeholder across that process to build a unique large learning model (LLM) on Genome, our proprietary intranet platform. Acknowledging many interdependent perspectives, we have used AI to create artificial organizational agility. AI avatars representing team members are available in real time to advise, answer questions, and provide guidance.

Drawing from hundreds of standard questions that team members have explicitly or implicitly asked over the years, Genome Perspective leverages AI to associate the inputs with questions. In what looks like an AI group chat, the tool then answers questions and surfaces unanswered ones with a checklist to expedite a comprehensive first-pass review of briefs, scopes, and other project documents. This tool makes each of one us as smart as all of us, encapsulating our total understanding and expertise and embedding it into natural workflow. With Genome Perspective, AI pulls together multiple viewpoints and streamlines the process of linking perspectives. The connective tissue is automated—freeing up experts to prioritize their components and focus on the future.

In a way, Genome Perspective is our latest development in an evolution started by unicorns who helped anchor the multichannel digital landscape and connect with specialty Subject Matter Experts to orchestrate brand initiatives.

Upcoming Innovations

Genome Perspective is just one of the AI tools that we are internally piloting to reduce churn and accelerate outcomes. We are preparing to unveil additional resources that will automate repetitive (but necessary!) tasks, allowing us to prioritize the activities that provide more value to our clients.

In addition to time, speed, and cost-efficiency, we are also using AI to raise the ceiling on what is possible. Klick will be releasing a modular series of AI amplifiers and accelerators across the commercial continuum, from transforming data into actionable insights to dynamic segmentation and personalization to solving the biggest, most complex healthcare ecosystem challenges that lie at the intersection of patients, payers, providers, and healthcare organizations.

Engage with Klick

For over 25 years, innovation has been essential to our ability to amplify commercial performance and improve brand and healthcare experiences. AI brings new challenges and opportunities for exploration in the service to our clients and the patients whose lives they strive to improve.

Discover how our AI-driven approach can enhance the value of your technology, data, and teams. Contact us to explore how we can streamline silos in your omnichannel strategy with greater speed, forward-thinking solutions, and at a reduced cost.