Case Study: MSD boosts sales force efficiency with Lyriko Suggestions

MSD Enhancing Sales Force Efficiency with AI-Driven Suggestions and Personalized Content

MSD, a leading American pharmaceutical company, sought to become more customer-centric by improving the efficiency of its sales force and enhancing its engagement with healthcare professionals (HCPs). The challenge was to provide their scientific representatives with data-driven, personalized insights and to deliver relevant content to HCPs through their preferred channels. To address this, they partnered with vendor Lyriko and implemented its AI-powered Lyriko Suggestions platform.

The solution from Lyriko provided MSD's sales reps with daily, personalized suggestions for customer interactions and orchestrated omnichannel content delivery. The results were significant, including a 90% average adoption rate of the suggestions by the sales team and the sending of over 1,000 suggestions daily. This led to a remarkable increase in HCP engagement scores and a 20% increase in sales rep coverage, prompting MSD to expand the Lyriko deployment to additional markets.

MSD

Marco Peconi

Customer Engagement Director