Strong data foundations and AI-driven insights help pharmaceutical and animal health companies deliver the right message to the right stakeholder, at the right time.

DENVER, CO / ACCESS Newswire / November 16, 2025 / Global IT solutions provider C&F today announced the launch of its Next Best Action (NBA) offering for life sciences companies, helping sales and marketing teams act on real-time insights and improve engagement outcomes across channels.

In an industry where every interaction matters, NBA strategies powered by predictive analytics and AI are emerging as a critical capability. But as C&F experts emphasize, success depends not just on algorithms but on the strength of the underlying data foundation which acts as a key enabler.

Quantifiable Impact: From Time Savings to Competitive Advantage

C&F's experience and available market research on NBA solutions show measurable efficiency gains:

• An animal health leader reduced average call time by 15 minutes after adopting NBA tools.

• On a full scale, this translates into significant productivity and cost savings.

• NBA pilots across the industry have shown 15-25% improvements in engagement and 2-4% sales growth.

"If you deduct just 10 minutes from every call and multiply that across an entire sales force, the savings quickly become substantial," added Michał Osuch, Head of Enterprise Data Consulting & Insights at C&F. "That's time reps can spend building stronger relationships and improving outcomes."

The Human Side of Next Best Action

Without NBA, sales teams often face "data chaos." Reps check multiple dashboards, sift through emails, or rely on what a client jokingly called their car glove box of wisdom: a pile of Post-its and printouts holding weekly plans.

With NBA, essential insights such as client engagement, event attendance, or order activity appear directly within the CRM, supporting more relevant, partner-level conversations.

In a project for a global pharma organization, C&F integrated a Customer 360° view into Veeva CRM, allowing reps to access key insights from a single page, saving preparation time and improving call quality.

Why Real-Time Matters

C&F experts note that timeliness is the new differentiator.

"When a rep gets a recommendation on Monday to ask why a customer hasn't ordered for two weeks, but the customer ordered yesterday, the insight feels irrelevant," said Osuch. "That's why real-time integration is no longer optional - it's essential for NBA's credibility."

Industry data backs this up: PwC reports that NBA implementations have led to 30% higher product sales growth and 1.5x sales productivity for teams using AI-based recommendations. With the global NBA-AI market projected to grow from USD 5.8 billion in 2024 to over USD 30 billion by 2033, life sciences firms are racing to build the foundations needed to capture that value.

About C&F

C&F is a global IT solutions provider helping organizations harness data, analytics, and AI. With deep expertise in life sciences and a proven record in digital transformation, C&F enables clients to leverage NBA and other technologies for lasting impact.

SOURCE: C&F SA