Life sciences companies are navigating an evolving market, accelerated by COVID-19, necessitating complex omnichannel strategies to engage customers with tailored experiences. To motivate their field forces, organizations must shift behaviors through dynamic planning tools, real-time guidance, and coordinated digital, virtual, and in-person promotions. Intelligent technologies within a connected engagement ecosystem link activities to actionable guidance, fostering desired behaviors. However, measuring sales KPIs has grown complex, leading to delays that reduce their impact. Companies are reevaluating incentive compensation programs to align with omnichannel demands, exploring new metrics and technologies to drive effective, behavior-focused strategies.

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