One of the pharmaceutical companies seemed to be aiming to improve its engagement with doctors, possibly by offering more relevant and timely content. The existing approach, which involved sending generic messages to both doctors and patients, appeared to result in lower interaction rates, as many recipients might have been receiving information that didn’t quite align with their interests or medical specialties.
The company appeared to face difficulties with low engagement in its communications with healthcare professionals (HCPs). The challenge likely stemmed from the task of providing content that felt truly relevant to each doctor, given the variety of specialties and individual preferences regarding how they prefer to receive information. Moreover, the company may have needed a more effective way to manage real-time adjustments to content and track the effectiveness of its campaigns across multiple channels, including emails, social media, and communications from sales representatives.
The
platform offered:
Real-time content creation: By analyzing how doctors engage with content, the system
could adjust the messaging to suit their individual preferences.
Multi-channel delivery: Content was delivered across email, social media, and direct rep
interactions, ensuring that doctors received information through their preferred channels.
35% increase in engagement rates
20% growth in patient engagement
In addressing this, the company sought to enhance its doctor engagement using a new AI-driven platform for hyper-personalized content. The goal was to move beyond generic messaging by delivering content that was more tailored and relevant to each doctor. The platform utilized AI to analyze doctor behaviors and preferences, allowing for more personalized content delivery across multiple channels, including email, social media, and direct communication from sales reps. This strategy was expected to significantly improve doctor engagement, boost the effectiveness of marketing campaigns, and strengthen overall relationships with healthcare professionals.
