Orchestration Technology 101: A Micro Intelligence Named "Ada" | Straighttalk

Newsletter Subscription

Keep up with new content on the site, receive exclusive content and commentary, and learn about activities within the Straight Talk community.

This article is by Featured Blogger Richie Etwaru from his LinkedIn page. Republished with the author’s permission.

What is Orchestrated Customer Engagement (OCE)?

OCE represents a paradigm shift in the life sciences sector. By applying horizontal thinking to sharing data/insights, and streamlining communications and coordinating customer interactions, OCE helps life sciences organizations build trust-based relationships with healthcare professionals (HCPs) through vastly improved customer experiences.

Traditionally, life sciences companies are organized as a series of disconnected silos. Vertical functions such as sales and marketing tend to focus on their individual objectives, systems and messages, rather than collaborating on more effective engagements. However, OCE removes the barriers that typically separate these silos and enables them to collaborate effectively with the support of strategic IT systems, providing each employee with a single view of the customer, and presenting each brand as a unified front in the marketplace.

What does OCE require?

OCE requires both a cultural and a technological shift. In many ways, the cultural transformation is the most challenging, requiring leadership to replace vertical thinking with a horizontal approach to business. From a technology standpoint, it’s pretty simple. OCE uses a “platforms of platforms” strategy, which means taking the best-in-class platforms that are common to most pharma organizations — such as salesforce.com, Microsoft and Reltio, and building the applications on top. This means companies can implement OCE at their own pace with the platforms they already have such as Salesforce.

The OCE suite includes three new, innovative technologies: Lexi, which builds connectivity between systems and data sets; Ada, which provides “micro intelligence” based on artificial intelligence and machine learning, to synthesize the data, and make recommendations for the customer’s next best actions; and Apollo, which is the nick-name for OCE’s simple, intuitive, human-centered interface and user experience.

What is Ada?

Ada is functionality that delivers advanced data management and analytics capabilities from the convergence of data enabled by Lexi. It is essentially a set of micro-intelligent services that are designed to synthesize insights from all the data by leveraging a set of statistical, predictive, machine-learning models designed to provide recommendations and suggestions to end users, to help them identify hidden opportunities and execute business objectives. 

Think of the online shopping experience: if you go online to buy a dress, recommendations will pop up telling you what kind of shoes would go well with it, or what accessories would match. Similarly, if you are browsing items on Amazon, you will be presented with numerous alternative suggestions, or details of what other customers bought in addition to that same item. Ada is a similar concept for life sciences commercial teams.

These are all Next Best Product Recommendations, but as a civilization what other Next Best Recommendations might we want or benefit from?

A subset of artificial intelligence (AI), Ada puts micro-intelligence into the hands of the user at the very moment they need it, focusing on identifying what is the next best customer, the next best conversation to be had, next best content to disseminate to customers, next best channel, the next best colleague to bring to the conversation, and even the next best marketing campaign to create (NBC6). It layers these insights horizontally to eliminate the uncertainty in aligning messages, channels, communications, and delivering products. Therefore, it allows sales, marketing, medical affairs, market access and call centers to act in unison, and with confidence.

It layers these insights horizontally to eliminate the uncertainty in aligning messages, channels, communications, and delivering products.
Ada has the power to change the way life sciences companies go to market, allowing users to prioritize service offerings to, say, a patient-centric model, implement a value-based care model, or even deliver personalized medicine.