Healthcare companies are challenged to understand the journey of healthcare professionals (HCPs) across the digital ecosystem. In this article, Gareth Shaw, President, UK & Europe at Doceree, details the value of AI-powered solutions for marketers to effectively optimize messaging campaigns and connect with their relevant HCP audience.
For healthcare brands, data is critical to understanding an HCP’s digital journey and is vital to building a meaningful messaging campaign. Marketers are tasked with identifying the ideal moments for deploying informative messages. With the implementation of artificial intelligence (AI) technologies, datasets are analyzed and deciphered to recognize the perfect path to communicate with HCPs within online channels. With the collection of data-driven insights pertaining to user behavior, AI pinpoints the practicing medical field of the clinician to allow marketers to optimize interactions with HCPs.
Examine Data Analytics with AI to Create the Campaign Structure
To formulate messaging plans, healthcare companies must be supplied with data to devise the optimal approach to reach their target audience. Data acquisition via an AI-powered platform empowers marketers to make well-informed decisions based on the high-impact moments designated by the amassed metrics. With the use of AI tools, marketers can decipher the practicing behavior of audience cohorts to determine HCPS at a specialty level to target for a campaign. With a comprehensive overview of the communications throughout endemic sites and point-of-care platforms, marketers can narrow down instances during an HCP’s digital journey at the group level when HCPs will gravitate towards the conceived data-centric communications. Thus, companies can forecast the moments and messages to focus on during digital exchanges to develop strategies based on learnings from AI solutions.
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Tailor Messages to Reflect the HCP’s Virtual Care Practices
Now that AI has identified the structure for communication programs, marketers can leverage the technology to distribute messages to HCPs that will reflect the educational needs within their medical field. The elevation of personalization equips life sciences marketers with a superior ability to deploy communications that will appeal to their target audience. With AI being at the forefront to enrich this approach, the data depicts the interests of the audience cohort that will resonate with HCPs during their online journey. Then, marketers can share a message of high relevance to that specialty of the HCP. By having AI continue to examine the data-based profiles of audience cohorts, messages remain current with the clinician’s practices. The commitment to AI solutions allows businesses to put forth the learnings acquired from an AI solution to align the company’s strategy with messages that will garner the most impact.
Analyze the Digital Journey of HCPs to Construct the Timing of Communications
As HCPs go throughout their daily digital journey across endemic sites and point-of-care platforms,
AI can support marketers in assessing the communications being served. The datasets are depicted to identify the opportune moments and communications relevant to an audience cohort to support the online journey of HCPs of specialty when they are most receptive to an educational message. By gaining this intel, marketers are emboldened to deploy programmatic messaging to improve a brand’s potential to achieve the sought-after business outcomes. With AI-driven insights that communications can be refined to maximize the results. Further, up-to-date data-based contextual interactions ensure meaningful communications are being distributed to support HCPs. AI can genuinely enhance the structure of campaigns when the prime occurrences for interactions are leveraged to achieve the desired outcomes.Â
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Employ Actionable Insights for More Efficient Messaging Efforts
The insights captured during previous messaging projects offer marketers the capacity to better understand HCPs of a specialty and have communications that resonate with them during their digital journey. Being able to delineate actionable insights from the past behaviors of an audience cohort lends organizations the aptitude to increase the visibility of messages to clinicians within online mediums. With AI technologies being able to locate the right time and message that moves the needle for messaging programs, healthcare companies can personalize communications more efficiently to boost the value of interactions with physicians. The actionable insights gained via AI become an ideal resource to formulate data-driven plans to increase the desired business results for a campaign. The use of AI removes ambiguity around the takeaways of previous communication data to develop a more proficient path to HCPS of a specialty across online networks. The data analytics collected and examined with AI guides marketers to implement more substantial messaging efforts.Â
The power of AI reduces the communication gap during campaigns targeting physicians. The ability to recognize key moments to interact with clinicians drives the efficiency of messaging tactics. With the support of AI solutions, the dialogue held between HCPs and their patients is enhanced when informative messages reach clinicians in well-timed instances that open the opportunity to tend to their patients in a much better way. As digital communication efforts progress in the life sciences industry, AI solutions will be essential to elevate the effectiveness of messaging campaigns.Â
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