The GenAI Revolution: Insights from Industry Leaders on Transforming Pharma Commercial Analytics

The pharma and life sciences industry is undergoing a seismic shift, with GenAI emerging as a game-changer for analytics and decision-making. This was the central theme of our recent webinar hosted by WhizAI and the Pharmaceutical Management Science Association (PMSA), featuring an expert panel of industry leaders on the topic ‘Conversations with Industry Leaders at the Forefront of GenAI in Pharma Commercial Analytics’. Together, they shed light on their experiences with adopting GenAI, the challenges they faced, and its transformative potential.

Moderated by Rohit Vashisht, Co-Founder and CEO of WhizAI, the discussion brought together:‍

• Danielle Holtschlag: VP of Commercial Operations, Enablement & Execution at Radius Health
• Ron Richmeier: Senior Director of Commercial Operations and Analytics at Guardant Health
• Srini Parthasarathy: Global Lead, Commercial and Medical Affairs BIS at Argenx

Here’s what we learned from this engaging conversation.

From Ad Hoc to Actionable: The Journey Towards Analytical Excellence‍

Opening the discussion, Rohit Vashisht emphasizes how GenAI has captivated industries worldwide, promising to reshape how we work and make decisions. Just 24 months after the introduction of ChatGPT, it’s clear this technology is a game-changer, with studies forecasting over $100 billion in annual value for the pharma sector alone.
For Danielle Holtschlag from Radius Health, the adoption of GenAI analytics has been a transformative journey. Initially focused on ad hoc queries, Radius Health has progressively moved towards uncovering the why behind the numbers.

“Our goal was to move beyond structured metrics and focus on causal analysis,” Danielle explained. The shift has allowed Radius Health to identify patterns and correlations in sales trends and business behaviors that were previously overlooked. However, this transformation came with challenges.

A significant hurdle was change management. Transitioning from predefined metrics to a mindset that embraces unanticipated insights required a shift in organizational culture. "The technology is the easy part," she observed. "The challenge is managing change within the organization—helping teams trust the technology and reimagine their workflows” Danielle emphasized. To address these challenges, Radius Health invested in training programs and internal campaigns to help teams understand the potential of GenAI.

Danielle concluded, “Organizations need to nurture curiosity among business users, encouraging them to ask exploratory questions that uncover hidden opportunities.‍

Data Integration: The Key to Seamless GenAI Deployment

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Ron from Guardant Health highlighted a critical yet often underestimated challenge in implementing GenAI: data integration.

“GenAI is only as good as the data it’s built upon,” he shared. Guardant Health faced hurdles in reconciling raw data discrepancies, aligning data transformations, and managing the complexity of ad hoc metrics. Through iterative efforts, the company was able to consolidate data sources and create a unified system, setting the stage for GenAI to perform optimally.

Ron’s key takeaway? “Invest in aligning your data ecosystem before deploying GenAI. A solid data foundation not only improves GenAI’s performance but also builds trust among users.”‍

Empowering Users Through Raw Data Richness‍

Danielle from Radius Health offered another perspective, emphasizing the importance of democratizing access to raw data.

“Sometimes, the best insights come from questions analysts didn’t anticipate,” she remarked. By exposing richer datasets to business users and equipping them with GenAI tools, Radius Health fostered a collaborative environment where diverse perspectives could thrive.

Danielle also noted that this approach requires robust training and well-defined guardrails. For instance, offering sample questions or pre-defined queries helped users ease into using the platform, eventually gaining confidence to explore on their own.‍

Complementing Dashboards with Dynamic GenAI‍

While traditional dashboards remain integral to life sciences analytics, the synergy between dashboards and GenAI is undeniable. As Srini Parthasarathy from Argenx pointed out, dashboards provide structured, repeatable insights, while GenAI opens the door to dynamic Q&A capabilities that adapt to changing business needs.

“GenAI allows teams to dig deeper and view metrics through a completely different lens,” Srini explained. This complementarity ensures organizations can make the most of their analytics investments while embracing innovation.‍

Managing Change: Addressing Fears and Building Engagement‍

One of the most pressing concerns around GenAI adoption is change management. Panelists discussed the common fear of job redundancy, explaining how GenAI doesn’t replace roles but instead transforms them.

“GenAI shifts employees from manual, repetitive tasks to more strategic and impactful roles,” Danielle noted. By framing GenAI as a tool that enhances productivity and creativity, organizations can alleviate employee concerns and drive adoption.
Ron also emphasized the importance of starting small: “Implement GenAI in specific areas with clear goals. Success stories from these pilots can serve as a catalyst for broader adoption.”‍

The Road Ahead: Start Small, Think Big

‍As the webinar concluded, panelists offered valuable advice for organizations embarking on their GenAI journey:

• Begin with a Focused Approach: Identify specific business challenges where GenAI can add value and scale gradually.
• Align Tools with Needs: Ensure that your GenAI platform aligns with the unique requirements of your business users.
• Invest in Change Management: Equip your teams with the skills and confidence to embrace GenAI.

The consensus was clear, GenAI is not a one-size-fits-all solution. Success lies in understanding your organization’s needs, fostering collaboration, and embracing the iterative process of adoption. Did you miss the discussion? Watch the on-demand webinar to hear more about how GenAI is reshaping pharmaceutical commercial analytics.