Case Study

How MSD embraced
AI omnichannel engagement

We strongly believe in Lyriko. At the moment, the solution is being adopted locally in the Italian market, but we hope to extend it to other markets, focusing on the application of the Next Best Content.

Marco Peconi

Customer Engagement Director

MSD Italy

The company

MSD (known in the United States and Canada as Merck & Co.) is a leading American pharmaceutical company. It was founded in 1891 and has been operating in Italy for over 65 years, being always one of the pharma companies at the forefront of digitalisation.

The need

MSD’s main goal was to embrace a truly customer-centric approach.

To pursue this objective, they were looking for an AI-based, data-driven solution that will accomplish two tasks: support MSD’s network of scientific representatives with valuable customer insights and directly deliver relevant messages to customers, according to their preferences in terms of content and channels.

The solution

The best solution for MSD’s requirements turned out to be Lyriko.

Lyriko is an advanced decision support tool that provides customised suggestions to scientific representatives as well as omnichannel content orchestration.

MSD chose Lyriko because of its modular and flexible structure, its partnership with Veeva and its data scientist support team, which demonstrates strong business acumen.

Since the pilot phase of the project, Lyriko has proven to be very successful: the performance and efficiency of MSD scientific representatives increased, and they are enthusiastic about Lyriko’s support. In fact, by receiving daily customised suggestions and insights on the customers they have to meet, they can focus their efforts more on building and maintaining customer relationships. 

Regarding the omnichannel orchestration, it is active on three online channels for MSD: direct e-mail; newsletters; and banners on MSD Salute, a portal dedicated to resources and information for healthcare professionals.

The results

MSD has amply demonstrated its belief in the Lyriko solution and has accelerated its deployment in all therapeutic areas and on all scientific representatives.

They have seen results as:

  • 90% of suggestions adopted by scientific reps 
  • More than 1.000 suggestions sent every day
  • A remarkable increase in engagement score 

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