Next Best Action in Pharma

Next Best Action is a customer-focused strategy. In short, it considers the different actions that could be taken and then decides which is the best one to implement. Next Best Action can be applied in any industry, but it has become an essential paradigm, especially in the pharma world of digital transformation.  Indeed, with the […]

What is Next Best Action?

What is Next Best Action

In the digital and so-called omnichannel era, proposing a customer journey to maximise customer engagement is a challenge for marketers.  Today, the solution lies in Next Best Action (NBA). The concept is simple: for each interaction with a customer, different ways of responding are evaluated. These ways are the possible next actions. The challenge is […]