The AI in Business Podcast Rethinking Pharma Commercial Targeting with AI - with Philip Poulidis of ODAIA
21 snips
Mar 4, 2026 
Philip Poulidis, CEO and co-founder of ODAIA, builds predictive commercial intelligence for pharma. He explains why brand intent often fades in real-world execution. He discusses AI for real-time patient and HCP prioritization. He covers embedding AI into reps' workflows, measuring outcomes not activity, and how to run tight pilots to prove value quickly.
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Strategy Drifts After Handoff
- The main failure in pharma commercial models is not strategy or lack of data but the drift between brand strategy and real-world execution.
- Philip Poulidis explains that yearly brand plans lose intent after handoff as teams interpret and act differently, missing patient movement in real time.
Embed AI Into Day To Work
- Embed AI directly into reps' day-to workflows so recommendations become part of pre-call planning and omni-channel orchestration.
- Philip Poulidis says continuously prioritized lists and trillions of evaluated datapoints let reps and digital channels focus on physicians actively treating eligible patients.
Continuously Reprioritize Targets
- Prioritize targets in real time using continuous evaluation of incoming data to stop wasted spend and focus efforts where patients exist now.
- Philip Poulidis cites $5 billion wasted targeting HCPs in the US due to static, untimely lists.