CognitiveSpark™ for Marketing

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.

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:
 

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

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

• ^1. US Healthcare and Pharma Digital Ad Spending 2020, September 30, 2020, eMarketer, US Healthcare and Pharma Digital Ad Spending 2020 - Insider Intelligence Trends, Forecasts & Statistics (emarketer.com)
• ^2. Marketers Waste About One-Fourth of Their Budgets, March 23, 2018, Marketers Waste About One-Fourth of Their Budgets - Insider Intelligence Trends, Forecasts & Statistics (emarketer.com)
• ^3. The CMO Survey: The transformation of marketing, February 20, 2021, Deloitte LLP, Duke University’s Fuqua School of Business, and the American Marketing Association, The Latest CMO Survey Results | Deloitte US