Resources
Use Cases:
Measuring and Optimizing Media Campaign Impact Using Drug-GPT
Access the PDF Use Case.
At a Glance
Challenges
- Traditional measures are tactical for a campaign
- Focus groups are small-scale
- Limited behavioral insights in campaign evaluation
Benefits
- Creation of new metric tracking, measuring the quality of change in HCP behaviors
- Opportunities to leverage intelligence through Drug-GPT in real time to make data-driven decisions
- Quantitative scorecard to measure the impact of media campaigns over the long term
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, Drug-GPT, 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 Drug-GPT 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.
Driving efficiency and effectiveness of Media Campaign Impact with AI-driven qualitative analysis and quantitative tracking with Drug-GPT
Contact Britt Gibson, Manager Global Customer Engagement, at [email protected].