Because agentic AI continuously scours customer data, it might pick up information, such as the announcement of a new keynote speaker for a major congress. AI would then analyze the abstract of the presentation paper, curate key product points, and dynamically adjust the Medical Science Liaison’s (MSL) call plan and route orchestration for the next morning.

Think digital call preparation tailored to each customer. For example, an AI coach can use the latest prescribing trends and segment insights to help sales reps prep for physician visits. After analyzing recorded meetings (with client consent), AI can deliver actionable feedback to help improve pitches, identify segment-specific selling points, and create customized collateral. Learnings from across the field can help guide the organization to scale up what’s working and coach where needed.

Imagine a field reimbursement manager’s (FRM) agentic AI companion taking independent, real-time action while educating a physician’s office staff. For example, it can automatically route a challenging patient access case to support-hub agents, generate an appeal letter specific to another patient, and update the office’s educational needs index by analyzing the types of questions the office staff asked the FRM.

Maximize value. Transform customer engagement.

In the end, combining agentic solutions with other technology-driven approaches—such as next best engagement, omnichannel marketing, and content supply chain—can transform your field organization into an agile field force of the future. It may also be useful to reimagine key personas through an agentic AI lens. Ultimately, mapping high-impact usage scenarios to each role can help drive greater efficiency, deepen health care providers’ omnichannel engagement, and boost incremental sales and cost performance.

Apply a multi-pronged approach to maximize value from these application scenarios:

1. Identify and design the use cases with the highest potential for organizational value.
2. Pilot the use cases with relevant businesses to show value and support change management.
3. Implement and build the tech stack integrations.
4. Audit to refine AI with human input based on proven market results.

This bold vision for transforming customer engagement can likely:

• Drive higher win rates through hyper-personalized call plans.
• Give reps more time to sell by reducing administrative burdens.
• Raise customer satisfaction and loyalty by providing faster resolutions.
• Enlarge manager span of control to boost effectiveness and efficiency.
• Provide opportunity to expand customer base.
• Unlock institutional access by increasing coordination across account roles.