Understanding the Impact of Messaging Through Advanced Data Science and AI

Customer Objective

A leading PR Agency were running pre, during and post campaign analysis for their Pharma Client to gauge whether alignment of HCPs to key brand messaging had improved. They faced challenges in the amount of data that they were trying to process and were struggling to create a baseline to measure impact.

Brief

The PR Agency wanted to be able to holistically understand alignment to messaging pre, during and post campaign across unstructured data sources. They provided Talking Medicines with campaign assets, research transcripts, raw social data, and target HCP profiles. The PR Agency wanted to use Advanced Data Science and AI modelling to see the HCP alignment with each brand message statement for all HCPs collectively and individual HCP level. The brief included the creation of new personas of those with similar alignment.

Solution

Using Advanced Data Science and AI through Drug-GPT the PR Agency achieved an 80% improvement in efficiency of understanding the landscape and in messaging alignment. The benefits were ease of access, decreasing manual bias and ease of processing all of their data for a holistic view. It allowed the PR Agency to gain a strong understanding of how aligned HCPs were pre, during and post campaign, and create a baseline to measure impact on an ongoing basis. As a next step, the PR Agency continued to use Drug-GPT to access intelligence on the ongoing message alignment and changes within the target HCP landscape. This supported both the specific campaign analysis and strategic management of the account.