Pharmaceuticals • Enterprise
Capturing Qualitative Patient Feedback at Scale with AI Voice Agents. How Cipla uses Oration's conversational AI agents to gather multilingual patient insights for product innovation
A conversation with
Customer Experience
About
Cipla is a global pharmaceutical leader dedicated to providing affordable and innovative medicines for respiratory, cardiovascular, and other critical health needs, with a presence in over 80 countries.
Industry
Pharmaceuticals
Company Size
Enterprise
Headquarters
Mumbai, India
Key Features
AI Voice Agents
Multilingual Survey Automation
Qualitative Feedback Capture
Conversational AI Platform
Outbound Voice Campaign Automation
Key Results
55%
Of all patients contacted
6
English, Hindi, Marathi, Tamil, Gujarati and Kannada
1 day
No training or ramp-up required
Challenges
Cipla needed actionable feedback from inhaler users to inform a new product launch. Traditional survey channels like email and SMS saw low response rates, and hiring or outsourcing a call team was costly and slow.
Solution
Conduct phone surveys in regional languages, capturing rich, qualitative feedback at scale with no minimum commitment or training overhead.
Results
- 55% survey completion rate among contacted patients
- Nuanced, qualitative insights captured—beyond what quantitative surveys provide
- No need to hire or train staff; AI agents spun up instantly and paused when the project was complete
"Oration enabled us to reach patients in their own language and truly listen. The depth of feedback we received was unlike anything we could have achieved with traditional surveys."
The Feedback Challenge
Cipla, a global leader in respiratory health, was preparing to launch a new inhaler and needed real-world feedback from patients who had used their existing products. Traditional survey methods—email and SMS—yielded poor response rates, and hiring or outsourcing a call center was neither cost-effective nor agile enough for their needs.
Without an AI-powered survey solution, scaling phone-based outreach to thousands of patients across India's linguistic diversity was simply not feasible. The best way to reach patients was by phone, but scaling up a team for a short-term project was impractical. Cipla needed a solution that could deliver high engagement and deep insights—without the overhead.
The Oration Solution
Cipla turned to Oration to deploy conversational AI voice agents capable of conducting outbound phone surveys in natural language across six languages. These agents didn't just ask scripted questions—they engaged patients in conversational interviews, capturing nuanced, qualitative feedback that traditional surveys always miss.
With Oration, Cipla was able to:
- Automate patient outreach and feedback collection at scale
- Engage patients in their preferred language for higher response rates
- Capture rich, descriptive insights to inform product development
- Handle multi-turn, open-ended conversations that surface qualitative insights no multiple-choice survey can capture
- Spin up and pause survey campaigns instantly, with no training or minimum commitment
Transformational Results
The impact was immediate and measurable:
- 55% survey completion rate among all patients contacted
- Nuanced, qualitative insights that shaped Cipla's new inhaler launch
- No need to hire or train staff—AI agents were deployed instantly and could be paused or restarted whenever needed
Looking Ahead
With Oration, Cipla is now redefining how it connects with patients, using AI to gather insights that drive innovation and improve patient outcomes—as AI-driven patient engagement becomes central to pharmaceutical product development across India and beyond. The company is exploring new ways to leverage conversational AI agents for ongoing feedback and engagement across its product lines.
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