Omnicom and Achieve Life Sciences Partner on AI-Driven Launch for Smoking Cessation Therapy

Omnicom and Achieve Life Sciences Develop AI-Driven Launch Playbook for Smoking Cessation Product

Achieve Life Sciences is partnering with Omnicom to create an AI-powered launch playbook for its smoking cessation treatment, cytisinicline. This collaboration aims to change how pharma companies approach new therapy launches, focusing on precision and cost efficiency.

Omnicom’s technology unit, Credera, will lead the development of this AI-driven platform. Additionally, a team from Omnicom agencies—including Goodby, Ketchum Health, DDB Health, and Silverstein & Partners—will contribute expertise in brand development, medical education, and strategic public relations.

Why Change the Pharma Launch Approach?

Launching new therapies is costly and risky, with nearly 40% of products failing to meet market expectations. Achieve Life Sciences wants to avoid traditional broad-reaching campaigns that depend heavily on field reps and expensive direct-to-consumer advertising.

According to Jaime Xinos, Achieve’s chief commercial officer, the goal is to identify the right audience and deliver the right message through channels where they are most receptive, rather than forcing interactions. This is especially relevant as physicians are increasingly less accessible to reps, partly due to changes following the COVID-19 pandemic.

What Does the AI-Driven Platform Offer?

• 360-Degree Customer View: Integrates all interactions into a single data warehouse to provide insights into challenges faced by healthcare providers, such as prior authorization or side effect concerns.
• Predictive Analytics: Uses AI to create synthetic audiences, improving targeting accuracy and forecasting, as well as optimizing supply chain management.
• Precision Targeting: Focuses on reaching healthcare professionals and patients with tailored messaging based on behavior and receptivity.

This approach aims to reduce wasted spend by ensuring campaigns address real customer needs and preferences before major investments are made.

About Cytisinicline and Its Market Potential

Cytisinicline is a plant-based alkaloid intended to help people quit smoking by reducing nicotine cravings. Achieve plans to submit its new drug application to the FDA and anticipates approval within about 12 months.

Beyond just the medication, Achieve envisions building a support program and platform that helps patients succeed in quitting smoking, addressing critical moments when they might struggle to stay on track. This reflects a broader view that smoking cessation requires more than a pill—it requires ongoing support.

Implications for Product Development Teams

This partnership highlights how AI can be integrated into product launch strategies to increase efficiency and effectiveness. Product development professionals should note the importance of:

• Using data to understand customer segments deeply before launch
• Incorporating predictive analytics to anticipate market needs and optimize supply chains
• Aligning launch plans with evolving healthcare provider and patient behaviors

For those interested in integrating AI into product development or marketing strategies, exploring relevant AI training and courses can be valuable. Resources like Complete AI Training offer targeted courses to build practical AI skills.