AI for Digital Marketing in Healthcare
When a physician is deciding which therapy to prescribe for a cancer patient, there is a window of 6-12 days while waiting for test results. Ideally, if your company has an appropriate drug, this is the time you’d like to get in front of that doctor with the right message through the right channel.
Hemal Somaiya, Global Brand Lead for Oncology at Merck KGAa, Darmstadt, Germany joined me to talk about how that can happen using data and AI.
She described a process that will send emails with different subject lines if the first is unopened. The AI component chooses subject lines and content flow (different educational emails) based on the doctor’s previous responses. What message or subject line is most likely to trigger an open?
Because message approval in pharma is time consuming, there is a collection of pre-approved messages available, keeping the content creation challenge to a minimum.
If you are curious about how AI can be used to target customers in a timely way, this episode is for you.
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About My Guest …
Hemal Somaiya is the US/Global Brand Lead for the Oncology Portfolio at Merck KGAa Darmstadt Germany.
