PharmaForceIQ has launched Optichannel 360, an AI platform that connects field sales, digital marketing, performance measurement and campaign execution for pharmaceutical companies.

Platform connects field and digital activity

The platform is designed to allow pharma teams to assess commercial performance across field and digital channels and use the findings to recommend changes to campaigns and workflows.

Its first capability focuses on measurement, allowing users to investigate performance, identify potential drivers and send recommended actions to the appropriate workflow and owner for approval.

PharmaForceIQ said the system is designed to reduce the need for teams to combine information from separate dashboards, presentations and external providers when assessing commercial activity.

The platform connects data from personal and nonpersonal channels, with the company saying it can take users from a strategic business question to a performance answer and then to an approved action.

PharmaForceIQ chief executive and strategy officer Hemal Somaiya said: “Pharma leaders do not need another dashboard or isolated AI assistant that answers from one commercial silo. They need a connected way to understand what changed, why it changed, and what action should follow.”

Somaiya added that Optichannel 360 was developed to connect campaign activity and measurement rather than treating measurement as a retrospective exercise.

PharmaForceIQ targets commercial workflow

The platform is intended to give pharma teams one environment for connecting commercial systems, running campaigns, reviewing performance and identifying potential operational changes.

The company said Optichannel 360 uses a decision model covering field sales and digital marketing, drawing on more than 200 million industry-contextual data points.

Users can ask business questions, access sourced performance information and review proposed next steps before changes are made. Recommended changes can also be directed to the relevant workflow and owner for approval.

PharmaForceIQ chief operating officer Stephen Onikoro said: “We’re excited to roll this out, starting with existing clients, to enable marketers to unify all channels and benefit from agentic, in-platform conversational insights.”

The initial rollout will therefore focus on PharmaForceIQ’s existing clients.

AI used to link measurement and action

The company said the platform is intended to connect commercial data with campaign decisions, allowing pharma marketers to use performance information to inform subsequent activity across field and digital channels.

Optichannel 360 forms part of PharmaForceIQ’s wider SaaS offering for customer engagement in the life sciences sector.

The company provides software and strategic services aimed at helping pharmaceutical companies identify and engage healthcare professional and patient audiences across the product lifecycle.