From accelerating drug discovery to powering advertising technology, the potential of artificial intelligence (AI) to positively impact health outcomes is taking our industry by storm.
Maybe you’ve heard how AI will also revolutionize health advertising with improved personalization and better accuracy in campaign analytics. These advancements, however, are highly dependent on connected data, and many healthcare marketers still use individual point solutions to execute their campaigns. (As data moves from one silo-based system to the next, it can become fragmented, often impacting media delivery and measurement.)
Connected data—supercharged with AI—can drive better campaign performance and outcomes, especially when combined in a unified platform. This powerful combination can make your campaigns more effective and efficient in three ways.
1. Predicting outcomes before campaign activation.
In the traditional approach to campaign planning, marketers and agencies spend their time and effort creating audience segments that are the likeliest to reach the desired patient population. The only way to know if those segments are genuinely effective is to activate the campaign and monitor audience quality (AQ) over time.
But by connecting real-time media data to clinical outcomes, AI can quickly generate insights and recommend the optimal audience mix to maximize AQ—all before you spend a dollar. Thanks to AI, the planning process becomes much faster and more efficient.
2. Responding in real time to campaign triggers.
Remember, traditionally, once healthcare marketers establish their audience strategy, they let their campaigns run while they wait for their AQ results. However, with AI, they can incorporate signals from real-time data that improve their targeting and make their campaigns more responsive while the campaign is in flight.
For example, by tracking exposed HCP visits, you can identify the patient medical claims associated with those national provider identifiers (NPIs). Using this data, you can build HCP target lists that link HCPs to patients and create HIPAA-compliant patient models based on the patients who see your highest-value HCPs. Plus, being responsive to campaign triggers will be essential for integrating HCP and DTC campaigns in the future.
3. Optimizing daily toward real-world outcomes.
We all know optimization is crucial for driving better campaign performance, but insights must be generated promptly to be actionable in the near term. Third-party measurement platforms often provide quarterly or monthly campaign insights, leaving no room for real-time optimization.
Additionally, those optimizations focus on clicks and impressions rather than pharma-specific metrics like unique reach and script lift.
Today, AI and connected data make it possible to measure healthcare campaigns within a much shorter timeframe. By linking media exposure to clinical data, which refreshes daily, marketers can understand the real-world impact of their campaigns and optimize them toward the highest AQ and script performance at the lowest cost.
Want to learn more about how to elevate your campaign performance with AI-powered technology? Discover DeepIntent Copilot.
