The right tool that generates value starting from the data collected and the expertise built over more than 30 years. The most up-to-date way to reach the desired target and objectives.
For over 30 years Merqurio has built relationships, data and interactions with the Italian medical-scientific community. Today artificial intelligence makes it possible to turn this heritage into a dynamic map of HCPs: who they are, how they behave, what influences their decisions, which professional networks connect them and how to activate them more effectively.
From marketing execution to commercial intelligence.
AI is rapidly changing the way pharmaceutical companies analyse markets, build targets, develop content, plan campaigns and manage interaction with HCPs.
Language models, segmentation algorithms, predictive systems and content-generation tools have already entered operational processes. But in pharma, speed is not enough. What is needed is scientific accuracy, traceability, human control, regulatory compliance and knowledge of the regulatory context.
That is why the right question is no longer: "Should we use AI?"
The right question is: "On which data do we apply it, with what method, with what governance and for what business objective?"
Merqurio answers this need by bringing AI into processes it has known for years: HCP engagement, targeting, scientific content, multichannel campaigns, remote detailing, field force execution, survey intelligence and medical affairs.
Merqurio applies AI to turn data and interactions into Physician Intelligence.
AI does not replace domain expertise. It makes it scalable.
Merqurio uses artificial intelligence to leverage proprietary assets built over time and generate insights usable across commercial, medical and engagement processes. Some areas of application are:
Algorithms applied to the proprietary HCP database and engagement data make it possible to build more advanced segmentations than traditional criteria. Not only specialisation and geography, but digital behaviours, response history, therapeutic interests, level of involvement and potential role in professional networks. The goal is to move from "which doctors to reach" to "which doctors really matter, why they matter and how to activate them".
AI supports the identification of opinion leaders, emerging profiles and clinical communities, integrating proprietary data, digital interactions, surveys, scientific content and qualified external sources. This makes it possible to read the market dynamically: not only who is already recognised today, but who could become relevant tomorrow.
Integrating data, digital channels, remote detailing and field activities makes it possible to design more precise and consistent campaigns. AI supports the assessment of segments, messages, channels and timing, helping to reduce dispersion, waste and the cost of error.
In pharma, content must be correct, consistent and compliant. Merqurio applies AI to support the review, classification and pre-validation of materials, keeping human supervision central. The same approach applies to medical processes such as literature screening, semantic analysis of medical enquiries, medical writing support and pharmacovigilance, where AI helps manage growing volumes without reducing control and accountability.
When it makes sense to work with Merqurio on AI.
Not just lists, specialisation and postcodes, but behaviours, interests, engagement and potential influence.
KOLs, emerging KOLs and professional networks, integrating proprietary data and external sources.
Understand the market first, identify priority targets, test activation and optimise the channel mix.
Connect field, digital, remote and content into journeys consistent with real behaviour.
Literature screening, medical enquiries, materials review: speed with method and control.
We analyse existing processes and identify where AI produces real value, not where it is most visible.
Why Merqurio can do it in pharma.
Anyone can buy an AI technology. Not everyone can apply it to 30 years of data, relationships and interactions with the medical-scientific community.
Merqurio's advantage is not AI itself. It is AI applied to a proprietary ecosystem: HCP databases, surveys, digital campaigns, remote detailing, field force execution, scientific content, behavioural data and operational knowledge of the sector.
Merqurio has over 250,000 doctors registered on the DottNet database, millions of digital and remote interactions, ongoing engagement activities and direct knowledge of pharma processes: marketing, medical affairs, scientific information, compliance and pharmacovigilance.
