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Improving relationship channels in the pharmaceutical industry with machine learning: Is it possible to develop a model(s) based on machine learning, capable to suggest a mix of channels for each physician individually?
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Autores
Resumo(s)
The pharmaceutical industry is crucial in modern society, helping people live longer and better
through scientific research and modern medications. In this industry, there is a concept that
face-to-face interactions between a sales representative and a physician are more effective
and efficient in promoting products. It is important to note that in this industry, the target
customers are physicians, and all the marketing efforts are focused on convincing them to
prescribe their medications. This study explores whether machine learning can help
determine the most effective combination of communication channels. These channels may
include webinars, email engagement, social media, or in-person interactions. Can machine
learning models suggest the optimal combination of physician communication channels? This
study uses three datasets. The first one provides interactions among physicians and different
communication channels. The second one shares the prescription data from physicians, while
the third one offers basic demographic information from physicians. The study discovered that
machine learning could enhance CRM planning by applying digital channels to improve
communication with physicians. It identified the classifier chain as the simplest and most
effective model for predicting the mix of communication channels. Different machine learning
methods and algorithms were applied to understand their use from different perspectives.
Other algorithms that could be utilized in future research are also highlighted, revealing
alternative approaches to addressing the issue to propose a combination of communication
channels.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Machine Learning Supervised learning Classifier Chain Binary Relevance Communication Channels SDG 3 - Good health and well-being