<span id="version" style="color: grey; float: right">Version 1.0.0</span><br/>


# Next Best Action
## An AI-Powered Recommendation System for Commercial Pharma
Pharmaceutical field teams engage with  **100s HCPs**  (Healthcare providers) per territory through  **multiple channels**  (rep visits, calls, emails, webinars, digital ads) with limited budget and sales rep time. Critical questions are:

 -  **Which HCP**  to contact in the next cycle
 -  **Which channel**  to use for each HCP
 -  **How to prioritize**  under limited budget and rep capacity
 -  **What are some key points/explanations** for our decision 
 
**Traditional approaches**  rely on intuition, static segmentation, or simplistic "everyone gets email" strategies, leading to:
 - Wasted rep time on low-value HCPs
 - Channel saturation (too many emails, not enough high-touch)
 - Budget inefficiency (expensive channels on low-probability engagements)
 - Missed opportunities with high-value, responsive HCPs
 
# Key Outcomes
This Next Best Action solution transforms pharmaceutical HCP engagement from reactive, one-size-fits-all outreach to data-driven, personalized recommendations. 
This  **end-to-end project**  combines machine learning, mathematical optimization, and conversational AI to recommend the right channel for the right HCP - maximizing engagement value while respecting budget, capacity, and compliance constraints.
 ![Screenshot 2026-03-06 at 2.28.05 PM.png](6IUJt0WmTJWt)
## Business Value / Benefits
-  **Improved targeting precision:**  By identifying which HCPs are most likely to engage with which specific actions, at what time, and via which channel, organisations can move beyond broad lists toward personalised outreach.
-  **More efficient resource allocation:**  Better alignment of field visits, digital contacts, content deployment and budget means less wasted spend and higher yield per outreach.
-  **Stronger cross-functional alignment:**  NBA fosters collaboration among marketing, sales, medical and digital teams by providing a shared, dynamic view of HCP needs and recommended actions.
-  **Better HCP engagement and conversion:**  Companies leveraging NBA have reported an average of 15 to 25% improvements in HCP engagement and 10 to 20% TRx (prescriptions) as a result, combined with productivity gains above 20% among sales reps and MSLs.
-  **Enhanced HCP relationships and patient access:**  By engaging HCPs with relevant, timely messages and experiences, companies are better positioned to deliver value and therefore support patient access to appropriate therapies.

## Business Value by Persona
  - **Sales Reps:**  Actionable call lists with AI-powered reasoning and ready-to-send email drafts
  - **Managers:**  Territory overview, team analytics, and performance tracking across many recommendations per cycle
  - **Commercial Excellence:** Optimized resource allocation, channel mix intelligence, and measurable ROI improvement with What-if Analysis tool for different budget scenarios.

![Screenshot 2026-03-06 at 2.28.42 PM.png](xQLqbzbAXCuf)