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CognitiveSpark™ for Marketing

AI-powered life sciences customer engagement and marketing 

Life sciences companies rely on sustained marketing to drive reach, awareness, conversion, and loyalty. But are you delivering personalized interactions? And are you optimizing a return on your brand spend? Take a closer look at how ConvergeHEALTH CognitiveSpark™ for Marketing leverages AI to boost customer engagement and improve pharma ROI.

Deloitte Launches CognitiveSpark™ for Marketing Artificial Intelligence Solution

Deloitte today announced the launch of its ConvergeHEALTH CognitiveSpark™ for Marketing artificial intelligence (AI) precision engagement solution a module of the CognitiveSpark suite. CognitiveSpark for Marketing harnesses the power of AI to boost digital marketing return on investment (ROI) for life sciences companies, helping marketers make AI-powered decisions at scale and with speed.

How effective is your life sciences customer engagement?

Health care and biopharmaceutical companies have ratcheted up omni-channel life sciences spending across advertisements, health care provider (HCP) and patient engagement, and disease awareness. Despite this increase, pharma ROI may be falling short of expectations—and some organizations may never know if they are wasting their brands’ marketing dollars, let alone reaching the right patients with the right messages through engagement efforts. 

How AI Can Help Drive Biopharma Marketing ROI

Read the WSJ article

Increased spending

  • In 2020, U.S. health care and pharma organizations spent more than $9 billion on digital advertising, and are expected to increase this amount by an additional 20% in 2021.1

Ineffective approaches

  • Marketers are wasting 26% of their budgets on ineffective channels and strategies.2

Unknown impact

  • Only half of pharma and biotech respondents use quantitative metrics to determine the long-term impact of marketing.3

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Needed now: AI for customer engagement

Picture this: Ellen, a 60-year-old woman who has just started taking a new medication for high blood pressure, is also interested in changing her diet and exercise routine. She’s pleased to receive an online cookbook of heart-healthy recipes and an invitation to join other women in an exercise accountability group.

This is just one example of empathetic and meaningful life sciences customer engagement that leaders strive to deliver to throughout the patient journey. But what patients often receive instead are disconnected, one-off interactions that don’t meet their specific needs, and don’t promote long-term relationships or ongoing dialogues with their health care and pharmaceutical providers.

To improve the return on their marketing spend, life sciences leaders need an AI-driven customer engagement product that can help them answer the critical questions that inform pharma campaign measurement and digital marketing investments:

  • What channels should I invest in?
  • Who should I engage with?
  • Which content is right for which customer and patient?
  • How can I improve my advertising spend?

But answering those questions isn’t easy. The omni-channel life sciences ecosystem is often disconnected and episodic, giving you limited visibility into what’s working, what’s not, and how to adjust. Key limitations to life sciences customer engagement include:
 

Siloed marketing and sales functions

“Stove pipe” patient marketing and sales functions contribute to disconnected engagement.

Data access and integration challenges

Promotional data comes from a variety of sources, making it difficult to identify, integrate, and leverage data from impression through to revenue increase.

Theoretical vs. experiential business rules

Engagement strategies are often based on rigid and simple if/then business rules, making it difficult to identify and optimize engagement drivers.

Loosely coupled decisioning and engagement layers

Omni-channel engagement isn’t tied to a robust decisioning layer that can be fine-tuned to support marketing execution.

ConvergeHEALTH CognitiveSpark for Marketing

With ConvergeHEALTH CognitiveSpark for Marketing, you can overcome these limitations to measure, fine-tune, and achieve better ROI on your brand spend. It’s a cloud-based product with a set of marketing modules built off campaign, behavioral, and medical data—connected in a manner that helps ensure data privacy, patient safety, and security.

Unlike other products, ConvergeHEALTH CognitiveSpark for Marketing is easy to activate, quick to deploy, and can integrate with your existing marketing analytics system to generate insight and inform marketing spend across the omni-channel life sciences ecosystem.

Using the precise, personalized customer interactions that ConvergeHEALTH CognitiveSpark for Marketing delivers, you can:

  • Answer key business questions in real time
  • Make faster and more accurate decisions
  • Translate decisions into action

 


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AI in pharma: From insight to action

ConvergeHEALTH CognitiveSpark for Marketing features five modules that support brands across the marketing decision spectrum, from insight to action:

Health care and biopharmaceutical companies have ratcheted up omni-channel life sciences spending across advertisements, health care provider (HCP) and patient engagement, and disease awareness. Despite this increase, pharma ROI may be falling short of expectations—and some organizations may never know if they are wasting their brands’ marketing dollars, let alone reaching the right patients with the right messages through engagement efforts. 

AI-driven customer engagement in action

Opportunity: A leading global life sciences company was interested in better understanding digital marketing effectiveness, spend allocation, and the tactical combinations to optimize patient conversion.

  • The company had been relying on a last-click approach and external vendors to provide attribution insight—an approach that it found lacking, due to inaccurate insights that did not take the complexity of the pharma customer journey into account.
  • The company, which has an advanced analytics team, was looking for a non-black box solution to seamlessly integrate into its existing marketing technology stack.

Impact: By implementing ConvergeHEALTH CognitiveSpark for Marketing, the company demonstrated that by re-allocating spend to high performing channels, utilizing only the most effective placements, and capping impression frequency, it can generate a 20% increase over baseline conversion while at the same time driving an 11% improvement in budget efficiencies.

Endnotes

Start the conversation

How can ConvergeHEALTH CognitiveSpark for Marketing help your organization leverage AI in pharma to enhance patient engagement and ROI? Let’s talk.

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