Using customer engagement technology to create value communication tools for ABILIFY MAINTENA® (aripiprazole)

Otsuka's HEOR and Outcomes Management team relied on custom app vendors and PowerPoint to build value communication tools, creating long development timelines, high costs, and limited flexibility to respond to market changes. The team adopted Certara's BaseCase Interactive, a cloud-based, drag-and-drop platform letting internal staff build interactive iPad apps without programming skills, integrating HEOR data via a built-in spreadsheet editor to build economic models such as cost-savings tools for reduced hospitalizations after switching medications. Against the original business case, app development timelines dropped by around 50% and overall costs by around 75%; one team member built apps independently in about a week and a half versus a month and a half using outside vendors, and Otsuka eliminated dependence on external vendors while retaining full internal control.

Certara is a biosimulation software company (Simcyp, Phoenix) whose PK/PD and QSP models predict drug behavior in the body; the FDA itself licenses Certara's software to review sponsor submissions.

This sits in the Build stage of the AI use-case lifecycle: Named examples from the foundation-model labs and platforms pharma teams use to actually construct, train and generate the model or application.