Axtria CustomerIQ™ Spring 2025 Release Notes

Axtria CustomerIQ^TM Spring 2025 Release Announcement

The Axtria CustomerIQ™ Spring 2025 release closes gaps between strategy, execution, and optimization across field and digital channels. Dynamic targeting optimizes marketing campaigns mid-flight and empowers reps with re-prioritized HCP lists between planning cycles to boost engagement. Third-party campaigns can be optimized for each vendor to improve outreach and reduce non-impact spend. Axtria CustomerIQ™ also enables you to supercharge existing NBE models and alerts, translating them into coordinated, brand-aligned actions without starting from scratch. AI-driven models like Sales Uplift to help focus on high-impact prescribers and HCP Influence mapping that helps identify the most relevant KOLs. Together, these enhancements help life science teams move beyond ROI to measure Return on Customer Influence (RoCI), smarter, faster, and at scale.

Dynamic Targeting

Coordinated mid-cycle HCP targeting across field and digital

You operate with long-term budget allocations and short-term suggestions but often lack structured guidance in the medium term—where realignment is often needed. Decisions around target lists, reach, and frequency are often left to individual agencies or field teams, leading to siloed execution and missed optimization opportunities. There’s no way to adjust resources across channels once campaigns are in flight, even when performance data suggests the need.

Axtria CustomerIQ™ AI-powered Dynamic Targeting solution fills this gap—giving brand marketers the control and agility they need to steer in-flight execution. It delivers centralized, model-driven updates for HCP targeting. Using methodologies like state space modeling for launch brands and TRx uplift scoring for growth brands, it generates tailored target lists and frequency guidance at the right cadence.

Customers using Dynamic Targeting have reduced campaign waste by reallocating resources from underperforming segments mid-cycle—achieving up to 15% lift in engagement rates and faster response to market shifts.

Supercharged NBEs with AI-Powered Orchestration

Infuse intelligence into existing alerts for coordinated, omnichannel execution

Most NBE models, whether built in-house or by consulting partners, lack configurability and customizability, with no support for day-to-day execution. As a result, your teams struggle with fragmented deployment across field and digital, lacking prioritization, coordination, or feedback loops.

Axtria CustomerIQ™ amplifies your existing investments. The platform enables intelligent orchestration of your NBE model outputs such as HCP-level predictions, preferred channels, timing recommendations, message tags and more. These model outputs feed directly into Axtria CustomerIQ™, helping you prioritize, suppress, sequence, and align actions across all channels in real time. It tracks feedback, applies business logic, and aligns execution with broader brand strategy.

Rather than rebuilding NBE logic across tools, Axtria CustomerIQ™ orchestrates execution across field and digital from existing insights—reducing development time by 50% and improving coordination across sales and marketing.

What’s New in Axtria CustomerIQ^TM?

Third-party vendor level campaign optimization

Equip marketing operations managers with the intelligence and control needed to manage omnichannel campaigns at a more tactical level. Campaigns often span multiple third-party NPP vendors, each with different targeting capabilities, content requirements, and reporting formats, making execution complex and fragmented. Axtria CustomerIQ™ enables subchannel-level execution and measurement for all personal and non-personal promotion channels. This helps you deliver vendor-specific tactics, targeted HCP lists, and curated content, making the execution smarter and better aligned to customer engagement.

For example, Axtria CustomerIQ™ helped an emerging pharma brand optimize HCP targeting across third-party vendors like Doximity, Medscape, Lasso, and Relevate Health. This capability led to a 3X improvement in email open rates and a 20% reduction in cost-per-engagement by targeting only responsive HCPs through curated content and spend reallocation.

• Define and manage execution at a granular level: Differentiate between vendors or platforms within the same channel enabling tactic-specific configuration.
• Set rules by vendor or tactic: Customize content, budget, frequency, and targeting logic for each subchannel to align with audience behavior and campaign objectives.
• Track ROI to inform spend: Measure performance, cost-effectiveness, and reach at the vendor level with supporting data-driven decisions on where to scale or pull back investment.

Precise reach and frequency with sales uplift predictive model

Enable brand managers to drive higher campaign ROI by identifying HCPs with the greatest potential for incremental prescriptions. By integrating frequency-based targeting into call plans and digital campaigns, it helps allocate effort and shift focus to the most relevant HCPs—across tactics, channels, and geographies. For example, Axtria CustomerIQ™ helped a leading eyecare company boost campaign ROI.

By prioritizing HCPs with the highest incremental lift, brand managers shifted resources toward the most influential prescribers—resulting in 20–25% higher campaign ROI and more meaningful engagements aligned to brand lifecycle stage.

• Prioritize HCPs based on incremental opportunity: Move beyond traditional volume metrics to focus on HCPs with the highest projected TRx lift, enabling smarter list creation that aligns with brand objectives.
• Refine frequency and channel strategy with predictive ROI: Use uplift scores to guide the number of touchpoints and the mix of channels (e.g., digital vs. in-person), ensuring effort is invested where it will drive the greatest return.
• Tailor targeting by brand strategy: Support brand-centric goals—whether onboarding first-time writers or expanding share among existing prescribers—by selecting HCPs based on their likelihood to respond to different engagement styles.

Monthly rep targeting enablement

Empower field team managers with ranked target lists that reflect real-world HCP behavior, brand performance, and market shifts. Instead of relying solely on static, quarterly planning cycles, field managers can now guide reps through prioritized HCP lists that are frequently refreshed. This gives reps timely intelligence in the medium term—on top of their long-term call plans and short-term NBE-driven suggestions. Early adopters saw 18% more calls to high-potential HCPs and 12% faster brand uptake in territories using mid-cycle updates to rep call plans.

• Maximize rep productivity with smarter prioritization: Use predictive logic to help reps focus on HCPs most likely to respond, ensuring optimal territory coverage and improved execution efficiency.
• Personalize HCP outreach: Set engagement frequency at the HCP–channel–content level—guiding reps not just on how often to engage, but through which channels and with what message.
• Bridge mid-cycle gaps with performance-aligned targeting: Deliver updated HCP rankings based on TRx trends, engagement signals, and brand lifecycle stage, keeping field strategy responsive between formal planning cycles.

Dynamic adjudication engine for brand-aligned NBE activations

Give brand managers greater control over how NBEs are activated by applying brand-specific business rules in real time. It ensures that only the most relevant, compliant, and high-impact suggestions reach the field—aligned to strategic priorities, customer preferences, and rep capacity. By automating this adjudication layer, brands can scale personalized engagement without losing control. This helps brands scale NBEs across field teams without compliance risk—ensuring every rep
engagement meets legal, regulatory, and brand alignment criteria.

• Apply guardrails across any parameter: Enforce business logic around brand, territory, rep, HCP type, timing, and more—ensuring outreach reflects brand goals and avoids misaligned engagement.
• Resolve conflicts between competing suggestions: Automatically suppress low-priority or redundant NBEs, helping brand teams deliver cleaner, more focused messages across touchpoints.
• Tailor NBE logic to brand strategies: Customize which triggers activate suggestions and under what conditions—balancing agility with brand integrity.

Amplify impact with HCP influence modeling for KOL targeting

This AI-powered, network-based model helps sales operations leads optimize field strategies by identifying HCPs who influence broader prescribing behavior—not just those with high individual TRx. By uncovering peer dynamics, The model enables smarter segmentation, more impactful speaker programs, and efficient allocation of field resources to drive broader market adoption through key opinion leaders (KOLs). By focusing on the top 5% of influential HCPs, brands can drive 30–40% broader adoption through peer influence, reducing the cost of market penetration and accelerating uptake in
new regions.

• Quantify influence using network and prescribing data: Score HCPs based on their referral patterns, co-prescribing behaviors, and network centrality to identify those who guide peer decisions.
• Build high-impact speaker and outreach lists: Prioritize HCPs who can amplify brand impact—ensuring speaker programs and detailing efforts target those with real downstream influence.
• Scale reach through influential nodes: Maximize field effectiveness by activating a smaller set of high-influence HCPs, enabling broader market penetration without increasing rep effort.