Objectives:

1. Create a multidimensional segmentation model, moving away from traditional models that only focus on a limited number of customer types.
2. Leverage technology to dynamically create personalised user journeys for each customer participating in the campaign.
3. Enable AI to orchestrate relevant content and interventions for each customer.

Market insight was gathered through a comprehensive 45-minute online survey involving 731 healthcare professionals. This survey identified drivers and barriers in prescribing, providing valuable data for shaping the digital marketing strategy.

Critical Success Factors:

1. Increase customer engagement
2. Drive behavioural change to expand screening and treatment
3. Identify and address barriers to prescribing

Key customer insights were identified from market research. Drivers and barriers to prescribing were analysed and broken down into demographic, geographic, psychographic, and behavioural insights (including 12 key insights with 106 associated variations).

The project team assessed the impact of each insight variation on HCP conversations and identified the clinical information, claims and messages that would support interactions. ekoDNA^® identified appropriate content (including relevant modular content) from Vault PromoMats.

Traditional customer segmentation models in the Life Sciences sector are typically limited to 4 or 5 customer types. This is because adopting a more sophisticated model, that encompasses diverse beliefs and behaviours of target HCPs, is impractical when brand teams are faced with the daunting task of manually planning thousands of user journeys.

For this project, the team wanted to expand the standard segmentation model to enable them to deliver tailored communications to a wider range of healthcare professionals.

To overcome the challenge of manual user journey planning, ekoDNA^® automatically developed user journeys for all permutations of customer insights. Intervention rules and dialogue fragments were then added to engage HCPs.

ekoDNA^® simplified and automated processes associated with planning and implementing the campaign, enabling the client to create a complex multi-dimensional segmentation model that allowed for a more comprehensive understanding of diverse customer segments.

Initially promoted to the client’s existing subscribers, the team then expanded their outreach to third-party lists. ekoDNA^® orchestrated the delivery of targeted content at each interaction, to each customer.

ekoDNA^® triggered interventions, such as chatbot interactions, emails, surveys, or polls, to solicit insights, provide content recommendations, and address identified barriers to prescribing. The campaign consisted primarily of existing approved materials and modular content. This streamlined the approval process, enabling a content-rich project without bottlenecks.

By delivering tailored and hyper-relevant content, ekoDNA^® enabled the team to execute a highly personalized campaign. This campaign was tuned to HCP needs and interests by identifying and addressing key barriers to prescribing the treatment.

As a result, ekoDNA^® drove increased HCP engagement and the desired behavior change, expanding screening and treatment for the focus condition.

Through this initiative, the team pioneered the integration of ekoDNA^®, utilising advanced segmentation, personalised user journeys, and AI-driven content orchestration to enhance marketing effectiveness and engagement.

Intelligently processing customer insights to automate targeted interventions and content recommendations across channels ensured relevancy, building confidence and trust for the user whilst aligning to the client’s goals to stimulate a belief or behavioural change (where appropriate) for each customer type.