Customer Objective

The Healthcare Media Agency wanted to measure the impact of Campaign X on Healthcare Professionals (HCPs) and their prescribing behaviors pre- and post-campaign, including tracking and benchmarking future change by quarter.

Brief

The Healthcare Media Agency wanted to measure the impact of Campaign X on HCPs and their prescribing behaviors by analyzing HCP peer-to-peer conversations (HCP Conversational Data). Traditionally the impact of campaigns would have been measured through established measurements and KPIs for clicks, share of voice, and awareness. However, the Healthcare Media Agency wanted to bring in a new measure of a longer-term shift in HCP conversations in relation to the campaign.

Solution

Talking Medicines used Advanced Data Science and AI through their natural language interface, DrugVoice, to analyze the key messages from within the campaign against HCP Conversational Data.

AI models curated unstructured HCP Conversational Data to show changes in topics and sentiment over time pre-, during, and post- campaign.

Through analyzing the key campaign messaging, the AI models were used to understand the message alignment of the audience over a period of time to better understand any change. The HCP audience were analyzed into personas to better understand message alignment by persona. Tracking was then set up to measure any future changes in message alignment.

The quantitative and qualitative results were viewed by the Healthcare Media Agency in DrugVoice as a mix of text and data visualizations. The Healthcare Media Agency was then able to drill down further by asking natural language questions of the curated output data.