Kinetic from Syneos Health®: AI-Powered Commercial Intelligence Platform
Kinetic brings together proprietary data, behavioral insight, predictive models and technology-enabled workflows to fuel commercial performance for biopharmaceutical companies.
What is Kinetic?
Kinetic from Syneos Health is an AI-powered commercial intelligence platform built for the decisions that drive launch, adoption and growth. It gives life sciences teams a clearer view of where markets are moving and greater confidence in what to do next by combining proprietary data, behavioral insight, predictive and causal models, commercial expertise and technology-enabled workflows. With Kinetic, commercial leaders can develop more informed strategies and make decisions grounded in how markets and people actually behave.
Shaped by hard-won experience from launching and growing hundreds of brands, Kinetic brings market fluency to every stage of commercialization. It supports brand, marketing, sales, medical affairs, market access and patient services teams with a shared view of audiences, messaging and market dynamics.
Kinetic’s data and analytics engine orchestrates activity across the full commercial path, connecting engagement to real-time signals so teams can adapt as conditions change and reach each audience when it matters most. The same intelligence strengthens deployment decisions, helping teams model field structures, territories and coverage scenarios so resources go where they can create the greatest value.
Across the commercialization journey, Kinetic informs decisions about:
- Which healthcare professionals (HCPs), key opinion leaders (KOLs) and accounts to prioritize
- How to configure field teams and territories
- How patients move through care and access pathways
- Which channels, messages and evidence are most likely to resonate
- Which activities are improving engagement, access and brand performance
Make Your Next Move With More Confidence
Kinetic by the Numbers
40%+
Leaner field deployment while maintaining reach and impact*
17,000
HCPs informing insights into behaviors and motivations
9,500
Patients informing insights into care experiences and needs
*Compared with original planning assumptions in one client engagement. Kinetic’s AI-powered Channel Selector informed HCP allocation across channels and field team sizing.
The Kinetic Intelligence Foundation
Kinetic draws from a shared foundation of differentiated data, asset-specific evidence and proprietary methods.
Licensed sources, proprietary Syneos intelligence and customer data provide a multidimensional view of HCPs, KOLs, patients, payers, market activity and performance.
Differentiated Data
Mindset Engine is a first-of-its-kind behavioral intelligence engine that aims to understand how HCPs make decisions.
- Helps marketing teams strategize messaging to HCPs based on mindset types
- Accesses 17 evidence-based behavioral driver diagnostics across more than 17,000 HCPs, 30+ specialties and seven countries.
Empathy Engine is a proprietary behavioral intelligence platform that helps teams understand why patients and consumers make the health decisions they do.
- Examines motivations and emotional drivers, barriers to action and adherence, risk tolerance, trust and information preferences, as well as values, health literacy and decision-making styles
- Based on a large-scale global consumer health study covering 9,000+ patients/consumers, 150+ conditions, and 8 countries (US, UK, Canada, France, Germany, Brazil, China and Japan)
AnswerSuite is Syneos Health’s syndicated data and custom research platform for the biopharmaceutical industry, delivering disease and treatment data, promotional insights and HCP-driven analysis to help life sciences companies optimize marketing and strategy.
- Syndicated research includes disease and treatment data, share-of-voice tracking, promotional mix trends and HCP treatment trends.
- 3,500+ office-based US HCPs across 32 specialties report all patient activity during one typical workday per month.
- Custom research capabilities help answer specific promotional, market and competitive questions.
Experience and performance intelligence from Syneos Health commercial programs, including field team structures, territories and coverage; audience engagement and channel response; campaign performance; and patient access and support. These learnings provide relevant benchmarks for evaluating what may work for a specific brand and market.
Claims, prescription and electronic health record (her) data; HCP, account and affiliation data; KOL and scientific-influence networks; payer and access intelligence; and clinical, pipeline, competitive and market data.
Tools for Smarter Commercialization
Built on the platform’s differentiated data foundation, Kinetic products focus data, predictive insight and commercial expertise on specific challenges across audience strategy, field deployment, creative, media, patient engagement and scientific exchange. Each turns complex signals into a clearer course of action and supports continued optimization as markets change.
The Kinetic Product Portfolio
Precision Targeting
Uses predictive intelligence to identify the HCPs and accounts with the greatest potential for a specific brand. Teams can concentrate engagement and resources where they are most likely to improve performance.
Digital Amplifier
Digital Amplifier extends field engagement with personalized digital outreach to priority HCPs, using real-world, behavioral and attitudinal signals to identify when they may be most receptive. CRM-triggered activation, custom messaging and integrated reporting support 1:1 HCP engagement at scale.
Agile Insights Platform
Brings fragmented commercial, medical and access data into a unified model and turns it into role-specific intelligence. AI-powered insights and tailored dashboards help teams understand what is happening, why it matters and what to do next.
Channel Selector
Channel Selector combines market, clinical behavior and digital engagement data to show how individual HCPs prefer to engage. Teams can use those insights to plan the right mix of field, virtual and digital outreach for each audience.
Causal Measurement
Helps teams determine which commercial activities are actually influencing outcomes, rather than relying on correlation alone. These insights support more confident decisions about where to invest, optimize or change course.
IDNtify
Identifies levels of decision-making authority and influence across stakeholders in specific integrated delivery networks (IDNs) and accounts. IDNtify segments IDNs by key attributes, defines tailored engagement strategies and applies differential resourcing to gain efficiencies.
Patient Journey
Connects insight across diagnosis, treatment and access to reveal how patients move through care. Teams can identify points of friction and design more timely engagement and support.
KOL Network Mapping
Reveals the relationships and influence patterns shaping scientific communities. Medical affairs teams can identify established and emerging experts and plan more informed engagement.
Commercial Execution That Moves With the Market
Syneos Health teams use Kinetic’s data foundation and products to shape strategy, design programs and continually refine execution. These services bring intelligence into the work itself, helping customers connect decisions across functions while adapting to market and performance signals as they emerge.
Predictive Storytelling
Predictive Storytelling combines behavioral science, predictive analytics and AI-enabled insights to anticipate how HCPs may respond to positioning, messages and content.
Communications teams use that foresight to create more relevant narratives, test ideas earlier and adapt engagement as audience signals change.
Precision Media and Account Engagement
Reaches priority HCPs and account stakeholders through programmatic media and coordinated messaging informed by audience and account intelligence. CRM integration and performance reporting help teams personalize outreach and refine channel and investment decisions.
Omnichannel Strategy and Orchestration
Defines how personal and nonpersonal channels, content and sequencing work together across the customer journey. Teams use engagement and performance signals to coordinate the experience and adapt strategy as audience behavior changes.
Field Deployment Strategy
Applies market opportunity, workload and coverage intelligence to field-team design and deployment. Syneos Health experts help customers evaluate team structures, territories and engagement models that align resources with brand priorities.
Performance Measurement and Optimization
Connects engagement activity with commercial outcomes to reveal what is driving performance and where opportunities remain. Teams translate those findings into practical changes across media, field and customer engagement programs.
Frequently Asked Questions
Kinetic is an AI-powered commercial intelligence platform for life sciences. It connects differentiated data, predictive and causal models, behavioral insight and commercial expertise to improve targeting, engagement, deployment and commercial decision-making.
Kinetic consists of a multisource data and intelligence foundation, focused products and expert-led services. Its capabilities include audience intelligence, behavioral engines, digital media, omnichannel activation, account-based marketing, point-of-care marketing, channel selection, causal modeling, targeting and measurement.
Kinetic powers precision targeting and reach, field force optimization, predictive storytelling and connected omnichannel execution across Deployment Solutions, Syneos Health Communications and Consulting. Its intelligence can also strengthen Medical Affairs, Value & Access and Patient Support Services.
Kinetic combines audience intelligence, behavioral insight and channel preference data to identify and prioritize HCPs, then align face-to-face, virtual and digital engagement to individual needs and preferences.
Causal AI helps teams compare territories, structures and deployment scenarios before committing resources. It can clarify where additional field investment is likely to create value and where a different mix may be more efficient. Learn more about Deployment Solutions.
Yes. Customers can use individual capabilities within a commercial program or apply Kinetic as a connected commercial system, depending on their goals, existing technology and stage of commercialization. Kinetic can also support a more integrated approach through Full-Service Commercialization.
Kinetic uses behavioral and attitudinal intelligence to help brands test positioning, creative and market scenarios against real-world beliefs; refine messages earlier; and build more relevant engagement strategies. Learn more about Predictive Storytelling.
Kinetic places AI within defined commercial workflows, with human experts accountable for decisions and outcomes. Each use case is governed according to its purpose and level of risk, supported by trusted data, secure environments, appropriate validation and ongoing monitoring throughout the AI lifecycle.
Digital Amplifier: Pioneering Omnichannel in the Life Sciences
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Navigate What's Next
Bringing a therapy to the people who need it means making difficult decisions before all the answers are clear. Kinetic brings the market into sharper view so teams can navigate what comes next and give their therapy its strongest chance to reach patients.
