July 24, 2018
Arteric Shared How Healthcare Marketers Can Leverage AI at Digital Pharma West
Two Case Studies Demonstrate How Artificial Intelligence (AI) Uncovers Actionable Insights
From session titles like “The Future Day” and “Digital Pharma Innovation Lab,” it’s clear that leading-edge strategies on healthcare marketing ruled the day at the 2018 meeting of the Digital Pharma West conference, which took place from June 11 to June 13 at the Hyatt Regency San Francisco Airport. Digital Pharma West’s forward-thinking agenda provided the perfect backdrop for me to share how Arteric leveraged artificial intelligence (AI) to help healthcare marketers discover unmet audience needs and uncover demographic opportunities that are invisible to contemporary market research.
In a presentation, titled “AI — Super Hearing for Healthcare Marketers. Detecting Weak-but-Important Signals of Customer Behavior,” I shared the results from 2 case studies. The first case study was of a blockbuster prescription brand that uncovered the opportunity to more effectively connect with the target audience and tell a richer story. These insights led to 145% year-over-year growth in traffic. The second case study was for a well-known OTC cold, cough, and allergy brand that uncovered a new target audience and contributed to the brand exceeding their targets two years in a row. Arteric’s work with AI was featured in the May 2018 issue of Medical Marketing and Media.
Digital Pharma West attracts marketing and business development leaders who apply AI and other digital technologies across the spectrum of pharma development and healthcare marketing. It was enjoyable to share how we added value to campaigns via AI, and I was equally excited to glean insights from some amazing presentations. This is one of my most anticipated events of the year.
Digital Pharma West provides an intimate venue that promotes highly productive conversations among attendees. Day 1 at this year’s meeting focused on the marketing landscape created by new technologies such as remote diagnosis and monitoring and by the looming presence of Amazon. Innovation was the other theme for day 1. After workshops and discussions that focused on the use of chatbots in healthcare, the day concluded with a pitch competition for healthcare start-ups. For the conference’s remaining 2 days, attendees analyzed case studies where digital technology enhanced marketing campaigns, product development, and clinical patient support.
Jayson Mercado, head of digital events for ExL Events and lead organizer for Digital Pharma West, shared these thoughts on the Arteric presentation. “Arteric has been a long-time partner of Digital Pharma's, and consistently has their finger on the pulse of the industry. This year, that trend continued with Hans presenting on how pharma marketers can leverage artificial intelligence to help accomplish their marketing objectives. As always, we're thankful for their thought leadership and enjoyed learning from Hans in San Francisco.”
The variety of topics and frequent interplay with thought leaders working through challenges similar to our clients’ provided a rich learning opportunity for our team. The conversations at Digital Pharma West keep us in sync with what’s being discussed B2B and B2C, and more importantly, why.
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Category: Opinions & Insights