Supercharging launch planning: how AI transformed pre-launch research at Sanofi
Article by Claire Macchia, Managing Partner at Day One & Nicola Bailey, Director, Market Research at Sanofi, December 2024
The Challenge: Looking 5+ Years into the Future
Imagine trying to understand what patients and healthcare professionals will need from a medicine that won’t launch for another five years. That was the challenge facing Sanofi’s team as they planned for their innovative asset. Traditional market research, with its focus on today’s challenges, wasn’t going to cut it. They needed something different – an approach that could help them peer into the future while delivering actionable insights for today.
The solution came through a thoughtful integration of artificial intelligence intertwined with traditional market research. But this wasn’t about replacing human insight with machines. Instead, it was about using AI to enhance every step of the journey, from initial exploration to final implementation.
Reimagining our approaches:
Take the initial workshop phase. Rather than traditional brainstorming, the team used AI as an active participant in the room. Through carefully crafted prompts, it helped generate fresh perspectives on future scenarios and patient experiences. “The AI-assisted workshop helped us think differently and get into the shoes of a patient,” explains Nicola Bailey, Director of Market Research at Sanofi. “It generated imagery that has been used internally to help educate about the quality-of-life burden these patients face everyday.”
But perhaps the most innovative step was helping healthcare professionals break free from current thinking. The team created AI-generated immersion videos that transported physicians into the future healthcare landscape. This proved transformative in gathering insights, as doctors could finally step beyond today’s treatment paradigms and envision tomorrow’s possibilities.
Making Insights Work Harder
The impact hasn’t just been about gathering better insights – it’s about making those insights work harder for the organisation. The team built a brand-specific Large Language Model that serves as a living repository of knowledge. Instead of insights gathering dust in PowerPoint decks, they’re instantly accessible and actionable. “The LLM has led to a significant impact on time saving,” notes Bailey. “Being able to generate answers to questions instantly which link back to the source has transformed how we work.”
The project’s influence continues to ripple through the organisation. AI-generated videos bringing patient and healthcare professional perspectives to life have been shared widely, both globally and at country level. As Jasmin Hussein, Global Brand Lead at Sanofi, explains, “These tools have strengthened our communication of the brand opportunity and enabled us to truly recognise the impact these conditions have on patients’ everyday lives.”
What makes this approach particularly powerful is its longevity. Six months after completion, the outputs continue to serve multiple purposes – from training new team members to informing clinical trial design. The insights are shaping everything from market access strategies to commercial planning, ensuring patient needs remain at the heart of every decision.
A Strategic Evolution in Research
This case signals a fundamental shift in how pharmaceutical market research should be conducted. The traditional approach of point-in-time research, delivered through static PowerPoint decks, no longer meets the complex needs of modern launch planning. Instead, success demands a more dynamic, technology-enabled approach that can evolve alongside the brand journey.
For clients seeking research partners, this raises important considerations. The ability to meaningfully integrate AI isn’t just about having the latest tools – it’s about understanding how to combine technology with traditional research expertise to unlock deeper insights. The right partner needs to demonstrate not only technical capabilities but also the strategic thinking to know where and how AI can add genuine value.
As pharmaceutical companies face increasing pressure to make earlier, better-informed launch decisions, this approach offers a compelling way forward. It’s not about replacing traditional research methodologies, but about enhancing them to deliver more value at every stage of the launch journey. For clients ready to embrace this future, the potential rewards are clear: deeper patient understanding, more forward-looking insights, and research outputs that continue delivering value long after the final presentation.