{"id":292742,"date":"2024-11-29T16:52:12","date_gmt":"2024-11-29T16:52:12","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=292742"},"modified":"2024-12-18T11:00:06","modified_gmt":"2024-12-18T11:00:06","slug":"roche-pulselife-and-salesforce-at-the-ai-for-health-summit-omni-channel-engagement-of-hcps-in-the-age-of-genai","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/br\/blog\/roche-pulselife-and-salesforce-at-the-ai-for-health-summit-omni-channel-engagement-of-hcps-in-the-age-of-genai\/","title":{"rendered":"ROCHE, PULSELIFE e SALESFORCE no AI for Health Summit - Engajamento omnicanal de HCPs na era da GenAI"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>Principais aprendizados do painel de discuss\u00e3o sobre \"Engajamento omnicanal de HCPs na Era da GenAI\" com Patrice Haton, Engenheiro de Solu\u00e7\u00f5es Estrat\u00e9gicas, L\u00edder HLS Fran\u00e7a na Salesforce, Dr. Gr\u00e9goire Pign\u00e9, CEO e cofundador da Pulselife, Ga\u00eblle Boterf, Diretor, Consultor do Setor - Healthcare &amp; Life Sciences EMEA na Salesforce, e Florent Hassen, Propriet\u00e1rio de Produto Global - Customer Engagement Suite na Roche.<\/p>\n<p>Moderado por Marine Sortais, Data e Diretor de Consultoria de IA da Artefact.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-video fusion-youtube\" style=\"--awb-max-width:670px;--awb-max-height:377px;--awb-align-self:center;--awb-width:100%;\"><div class=\"video-shortcode\"><div class=\"fluid-width-video-wrapper\" style=\"padding-top:56.27%;\" ><iframe title=\"Reprodutor de v\u00eddeo do YouTube 1\" src=\"https:\/\/www.youtube.com\/embed\/f1ZnGMWD-8E?wmode=transparent&autoplay=0\" width=\"670\" height=\"377\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture;\"><\/iframe><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:10%;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-image-element\" style=\"text-align:center;--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\"fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/marketing.artefact.com\/l\/597421\/2024-12-11\/j39z22\" target=\"_self\" aria-label=\"S\u00ednteseAIFH-GIF\" rel=\"noopener\"><img decoding=\"async\" width=\"700\" height=\"404\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27700%27%20height%3D%27404%27%20viewBox%3D%270%200%20700%20404%27%3E%3Crect%20width%3D%27700%27%20height%3D%27404%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2024\/11\/SyntheseAIFH-GIF.gif\" alt class=\"lazyload img-responsive wp-image-294955\"\/><\/a><\/span><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_2 1_2 fusion-flex-column fusion-flex-align-self-center\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/marketing.artefact.com\/l\/597421\/2024-12-11\/j39z22\" rel=\"noopener\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Baixar o relat\u00f3rio<\/span><\/a><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A mesa redonda se concentrou no potencial transformador da IA e (GenAI) no envolvimento omnicanal para profissionais de sa\u00fade (HCPs). A discuss\u00e3o explorou como a IA remodela as intera\u00e7\u00f5es, impulsiona experi\u00eancias personalizadas e aprimora os processos em testes cl\u00ednicos, marketing e envolvimento do paciente.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">O papel do envolvimento omnicanal para os HCPs<\/h2><\/div><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>Seu principal objetivo \u00e9 oferecer o melhor atendimento ao paciente, apesar de desafios como o aumento do conhecimento m\u00e9dico e o subfinanciamento do sistema. O envolvimento omnicanal agrega valor ao fornecer informa\u00e7\u00f5es precisas no momento certo, apoiando a medicina baseada em evid\u00eancias. Plataformas como a Pulse Life ajudam a simplificar os fluxos de trabalho dos profissionais de sa\u00fade, oferecendo recursos m\u00e9dicos confi\u00e1veis e de f\u00e1cil acesso, melhorando os resultados dos pacientes e permitindo intera\u00e7\u00f5es farmac\u00eauticas personalizadas.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Casos de uso no envolvimento omnicanal<\/h2><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A implementa\u00e7\u00e3o pela Roche das ferramentas de recomenda\u00e7\u00e3o de conte\u00fado e a\u00e7\u00e3o seguinte demonstra a utilidade da IA. Ao analisar o data de CRMs e portais da Web, a IA sugere a\u00e7\u00f5es personalizadas, como comunica\u00e7\u00e3o proativa ou recomenda\u00e7\u00f5es direcionadas, para atender \u00e0s necessidades n\u00e3o atendidas. \u00c9 importante ressaltar que a IA explic\u00e1vel \u00e9 priorizada em rela\u00e7\u00e3o aos modelos puramente generativos para garantir a confian\u00e7a e a ado\u00e7\u00e3o.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">IA em estudos cl\u00ednicos<\/h2><\/div><div class=\"fusion-text fusion-text-5\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A Salesforce enfatiza o impacto da IA nos estudos cl\u00ednicos, abordando inefici\u00eancias como o atraso na inscri\u00e7\u00e3o de pacientes. A IA acelera a correspond\u00eancia dos pacientes com os estudos, melhora o envolvimento por meio de ferramentas multicanais e otimiza o design do protocolo gerando cen\u00e1rios com base nos objetivos do estudo e na literatura m\u00e9dica. Essas inova\u00e7\u00f5es reduzem os custos, melhoram os cronogramas e aprimoram a colabora\u00e7\u00e3o das partes interessadas.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Revolucionando o envolvimento do HCP com a GenAI<\/h2><\/div><div class=\"fusion-text fusion-text-6\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>A GenAI est\u00e1 pronta para transformar a pr\u00e1tica m\u00e9dica, oferecendo aos profissionais de sa\u00fade percep\u00e7\u00f5es instant\u00e2neas e acion\u00e1veis adaptadas a casos complexos. Ferramentas como o Pulse Life AI fornecem recomenda\u00e7\u00f5es sob demanda, orientando os profissionais de sa\u00fade em diagn\u00f3sticos e tratamentos. Esses avan\u00e7os simplificam a tomada de decis\u00f5es em um cen\u00e1rio m\u00e9dico em r\u00e1pida evolu\u00e7\u00e3o, mantendo padr\u00f5es baseados em evid\u00eancias.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">Desafios na integra\u00e7\u00e3o da IA<\/h2><\/div><div class=\"fusion-text fusion-text-7\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>As estruturas legais, a ado\u00e7\u00e3o de CRM e a interoperabilidade do data representam barreiras significativas. Por exemplo, embora os EUA permitam a promo\u00e7\u00e3o direta ao paciente, a maioria dos pa\u00edses restringe essas pr\u00e1ticas. Al\u00e9m disso, a baixa ado\u00e7\u00e3o do CRM afeta a precis\u00e3o do data, prejudicando a confiabilidade do modelo de IA. A interoperabilidade \u00e9 fundamental para consolidar o data de diversas fontes, garantindo uma orquestra\u00e7\u00e3o perfeita em todos os canais.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">As solu\u00e7\u00f5es da Salesforce para superar os desafios<\/h2><\/div><div class=\"fusion-text fusion-text-8\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>O Salesforce trata de confian\u00e7a, integra\u00e7\u00e3o data e padroniza\u00e7\u00e3o de processos. Em conformidade com regulamentos como o GDPR, ele oferece um ecossistema seguro e aberto com mais de 200 conectores de terceiros para integra\u00e7\u00e3o data em tempo real. Suas ferramentas permitem fluxos de trabalho de ponta a ponta em opera\u00e7\u00f5es cl\u00ednicas, m\u00e9dicas e comerciais, consolidando canais de engajamento como WeChat e teleconsultas.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-7 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">O futuro com IA e agentes digitais<\/h2><\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>As solu\u00e7\u00f5es orientadas por IA da Salesforce v\u00e3o al\u00e9m da previs\u00e3o e da automa\u00e7\u00e3o, introduzindo agentes digitais capazes de auxiliar os HCPs com recomenda\u00e7\u00f5es data-driven. Esses agentes facilitam as atualiza\u00e7\u00f5es de prescri\u00e7\u00e3o e agilizam a tomada de decis\u00f5es integrando plataformas como o Pulse Life. Isso representa a pr\u00f3xima onda de colabora\u00e7\u00e3o habilitada por IA, aprimorando a presta\u00e7\u00e3o de cuidados e a efici\u00eancia operacional.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>A mesa redonda se concentrou no potencial transformador da IA e (GenAI) no envolvimento omnicanal para profissionais de sa\u00fade (HCPs). A discuss\u00e3o explorou como a IA remodela as intera\u00e7\u00f5es, impulsiona experi\u00eancias personalizadas e aprimora os processos em testes cl\u00ednicos, marketing e envolvimento do paciente.<\/p>","protected":false},"featured_media":292743,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[21931],"blog-language":[2991],"class_list":["post-292742","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-healthcare","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog\/292742","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media\/292743"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/media?parent=292742"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-category?post=292742"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/br\/wp-json\/wp\/v2\/blog-language?post=292742"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}