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Pharma and Tech Veterans at ODAIA Unveil Maptual, the First AI-Powered Platform to Help Pharma Better Engage Physicians

Former CEO of AstraZeneca Canada Michael Cloutier joins board of directors to guide the further development and commercialization of the platform.


Introducing Maptual™, the first AI-powered goal-driven insights and customer data platform to help pharma companies prospect, qualify and engage their customers. Powered by ODAIA, the software platform integrates data from all customer touchpoints, including prescription transactions, to give its customers real-time, personalized insights and actions to boost commercial success. The product has already achieved success for a number of top-10 pharmaceutical companies, pioneering pharma’s digital transformation. Michael Cloutier, former CEO of AstraZeneca Canada, joins ODAIA’s board of directors to guide further development and commercialization of the platform. 

“The pharmaceutical industry has functioned in an old-school manner of relationships for years, with COVID-19 causing reps to lose face-to-face access to a whopping 80% of their customer base. At the same time, commercial teams have lacked the power of data science, leaving them to inefficient, manual processes,” explained Philip Poulidis, founder and CEO of ODAIA. “With Maptual, we’re empowering pharma to truly understand, predict and optimize its customers’ journeys, boosting productivity and allowing resources traditionally spent on static analytics to be allocated to what matters most - patient care.”

Maptual: AI-Powered Insights Making Pharma Smarter 

Maptual integrates all sales and marketing touchpoints, customer behavior, patient treatment journeys and prescription transactions to identify the value of each channel for each physician and suggests personalized actions to drive engagement. Maptual integrates data across various sources into a single platform, enables market-driven segmentation and generates real-time actionable insights to better understand customers and improve the patient journeys. In one use case, the platform analyzed 17 million rows of CRM, Marketing and Rx data to deliver actionable insights that demonstrated nearly 4x lift potential in new prescriber conversions. 

With an ongoing measurement loop that learns from all transactions, Maptual empowers commercial teams with even deeper insights and recommendations over time. It gives reps the confidence to reach the right doctor with the right message through the right channel, potentially saving each rep up to 10 hours of weekly, manual planning and analysis. This means that doctors can ultimately deliver the right treatments to their patients more effectively.

ODAIA: A Unique Combination of Deep Tech and Pharma Experts

Maptual comes from the team at ODAIA, an experienced group of serial entrepreneurs, data scientists, AI engineers, and pharma veterans. CEO and Co-Founder Philip Poulidis has over 25 years of leadership and entrepreneurial experience in the tech industry at companies like Marvell and BlackBerry, while Orchid Jahanshahi, VP Commercial, Life Sciences, brings deep marketing and sales management experience from biopharmaceutical companies like Novartis, Merck, Janssen, Sanofi, Bayer and Biogen. 

This news comes in tandem with the addition of Michael Cloutier to the Board of Directors, a demonstrated leader across the industry. Mr. Cloutier brings deep strategic expertise and commercial experience at national and global levels within the pharmaceutical, biotech and health sciences industries. 

“I’ve seen first-hand the need for this kind of platform. ODAIA is offering an incredibly valuable solution to support pharma’s digital transformation, backed by an amazing team and a robust IP portfolio,” remarked Cloutier. “The industry has an opportunity to move beyond outdated methods toward something more dynamic and responsive, and Maptual delivers on that opportunity.” 

To learn more about how ODAIA can supercharge your commercial insights with Maptual, visit


ODAIA is a pioneer in combining process mining, customer journey mapping and AI to deliver sales and marketing insights and process automation tools to enterprise companies globally. Founded out of the University of Toronto, ODAIA is led by an experienced group of serial entrepreneurs, data scientists and AI engineers and is trusted by leading global organizations. ODAIA’s first product, Maptual, leverages its unique engine to help prospect, qualify and engage pharma customers. The product has seen strong traction and demonstrated success among the top Fortune 500 biopharma companies. To learn more, visit or follow on social at @odaiaAI. 


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