Harnessing AI to Transform Customer Engagement: Beyond the Buzz

In the rapidly evolving landscape of pharmaceutical marketing, staying ahead isn’t just an advantage—it’s a necessity. When it comes to our initiative with the most influential physicians, nurse practitioners, advanced practice practitioners, and the ever more evolving professionals in the healthcare ecosystem much of our data is qualitative…almost tribal. As we delve deeper into our series on transformative strategies, let’s explore the potent combination of AI-enabled audience profiling, predictive modeling, and propensity forecasting, tools that are reshaping our understanding of markets and customer behavior. 

 

Dynamic Profiling 

With AI, knowing your audience is no longer about making educated guesses. Today’s AI-driven tools provide real-time insights into customer behaviors and preferences, acting almost like a sixth sense. This continuous stream of data allows marketers to tailor communications with unprecedented precision. By integrating diverse data sources, from digital footprints to transactional histories, we gain a comprehensive view that keeps our strategies both agile and informed. Today, we can combine public and private data sources to create engagement indices beyond traditional metrics. Wouldn’t it be great to have a live dashboard that captures the aggregate impact a customer has on your business? 

Predictive Modeling 

Predictive modeling goes one step further by not just reacting to current data but by forecasting future behaviors and market conditions. This method uses historical data patterns to anticipate what customers will need or do next, allowing us to craft proactive strategies that meet the market where it’s heading. This forward-looking approach ensures that our marketing efforts are always one step ahead, maximizing both efficiency and impact. How will engagement behavior evolve with changes in the marketplace? How will new competition, regulations, partnerships, etc. affect engagement? 

Propensity Forecasting 

Propensity forecasting is where AI truly comes into its own, blending data science with predictive analytics to forecast how likely customers are to behave in certain ways, such as making a purchase, renewing a subscription, or switching brands. This powerful tool helps us predict not just when a customer might act, but why, under what circumstances, and how we can influence those decisions. It’s about understanding the ‘why’ behind the ‘what,’ enabling us to create marketing strategies that are not only responsive but also deeply resonant. In retail and finance, these ‘arts’ have been converted into ‘precise science’ due to the robust nature of the transactional (purchase / account data). Within the world of healthcare influencer marketing, we now have the data…and computing power…to do the same.  

Integrating AI into Your Marketing Strategy 

Integrating these AI capabilities into your marketing strategy doesn’t just enhance your ability to communicate with customers; it transforms your entire approach to market engagement. Here’s how you can start: 

  • Invest in Quality Data: Ensure your data is comprehensive and clean. The accuracy of AI outputs depends heavily on the quality of input. 
  • Choose the Right Tools: Not all AI tools are created equal. Select tools that align with your specific needs and can integrate seamlessly with your existing systems. 
  • Train Your Team: Equip your team with the knowledge and skills to utilize AI tools effectively. Understanding how to interpret AI analysis is crucial. 
  • Monitor and Optimize: Continuously monitor the performance of your AI implementations and be ready to adjust as necessary. AI is not a set-it-and-forget-it solution; it requires ongoing optimization. 

By embracing AI-enabled audience profiling, predictive modeling, and propensity forecasting, pharmaceutical marketers can not only anticipate market trends but also shape them and improve engagement with the customers who have significant influence on the perceptions of your brand. 

Curious about how to practically implement these insights into your marketing strategies? Join us for our next webinar where we’ll break down these concepts into actionable strategies or reach out for a one-on-one consultation. Let’s transform potential into performance. 

Written by: Chris Mycek

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SCOTT REESE

Global Head of Innovation

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.

Chris Mycek

Vice President, Enterprise Solutions

Recognized as a top-tier strategic marketer, technologist and growth leader, Chris’ experience includes more than 20 years of experience in supporting the development of corporate, brand, and digital marketing for multi-national organizations in the life sciences, consumer packaged goods, consumer electronics, financial services, and food industries. He has designed and delivered educational content his entire career, and Chris’ clients have included MARS, Procter & Gamble, Prudential, Pfizer, Alcoa, Hasbro, Barilla Pasta, Johnson & Johnson, Unisys, Samsung, Campbell’s Soup and Harley-Davidson.

Having started his career at Johnson& Johnson on the OTC & Rx business, Chris has extensive client and agency side experience. He’s held leadership roles at Publicis and Cognizant Technology Solutions, as well as innovative emerging companies both privately held and private equity backed, and currently serves as a board advisor for multiple technology start-ups. His track record in developing category-leading business strategy has paralleled his ability to integrate new channels and technologies that create competitive advantages.

He earned a B.A. in Economics from Middlebury College, where he also studied psychology and art history. Chris lives just outside of Philadelphia near Valley Forge National Park, has three adult children who work in the Life Sciences, enjoys spending time outdoors with his wife Barbara. In his spare time, he can most often be found fly fishing and hiking with his Border Collie Winifred. He also enjoys playing various string instruments when the muse strikes.


SCOTT REESE

Global Head of Innovation

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.

LEO FRANCIS, PhD

Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.

JEFFREY FREEDMAN

Executive Vice President

With more than twenty-five years of pharmaceutical and digital marketing experience, he is a thought leader who utilizes analytics and adult learning principles to design and develop creative, high-impact, marketing and communications solutions for the healthcare industry. Jeffrey creates programs that remove friction and create insights from the brand/pharma work process; his projects have ranged from comprehensive omnichannel, CRM and compliance initiatives to complex technological solutions that that educate and enhance communication in the healthcare ecosystem. 

Jeffrey has served over fifteen years on agency leadership teams and has headed up strategy, technology, creative, communications, and analytics groups. He has helped top brands navigate a fascinating and rapid convergence of omnichannel communications and technology, and his clients have ranged from global pharmaceutical companies and brands to emerging biotech and medical device companies.

Jeffrey received his bachelor of arts degree from Skidmore College and an MBA in international finance from the Stern School of Business at New York University. He has an unquenchable curiosity for technology and innovation.

To unplug, Jeff loves to cook and entertain family and friends, as well as listen to and travel for live music and concerts.

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