#United States #New York #AI Marketing #EVERSANA #GrowthLoop

GrowthLoop Enhances AI-Powered Marketing for Biopharmaceuticals

In a significant leap for biopharmaceutical marketing, GrowthLoop has announced the expansion of its Composable AI Decisioning capabilities in partnership with EVERSANA. This innovative move is aimed at refining how marketers engage with healthcare professionals, utilizing real-time customer context to craft smarter campaigns.

The Challenge of Engagement

Biopharmaceutical marketers often grapple with understanding the impact of their campaigns. While first-party data provides insights into past engagement, it lacks causal data that reveals the effectiveness of various marketing actions across different audiences. Here enters GrowthLoop’s solution, which integrates continuous experimentation into the marketing process, addressing a pressing need for causal insights.

The company is developing what's called a Causal Context Graph—essentially a knowledge graph tailored to each organization. This graph continuously accumulates data regarding healthcare professionals and prior interactions, ultimately providing reliable feedback that informs AI decision-making.

As Faruk Capan, Chief Innovation Officer at EVERSANA, emphasized, pharmaceutical clients are not merely seeking performance reports; they need actionable insights into which marketing decisions yield tangible impacts on their crucial performance metrics. GrowthLoop's enhancements in AI decision-making represent a monumental step forward in fulfilling this requirement.

Practical Application of AI Decisioning

The tangible benefits of this decisioning capability have already manifested in practical campaigns. In one instance, GrowthLoop's AI identified that tweaking send timing and channel selection could significantly improve engagement rates. By creating a weighted composite engagement score—a sophisticated metric combining digital interaction with actual prescription activity—the team could accurately measure and optimize their marketing strategies.

For instance, despite existing predictive models suggesting that audiences would prefer afternoon messaging, the experimentation revealed an unexpected insight: morning communications resulted in a whopping 13% increase in engagement. Similarly, the choice of channels proved pivotal; digital display ads, such as banner ads on websites, outperformed emails by 52% in user engagement for specific audience segments sourced through peer-to-peer programs.

These insights underline the importance of not only relying on predictive models but also embracing experimental approaches to unveil opportunities that may otherwise remain hidden.

Adhering to Regulation While Innovating

Particularly within the highly regulated pharmaceutical industry, communication and data security adhere to stringent standards. GrowthLoop's innovative architecture and journey orchestration tools ensure that while creativity breeds new strategies, compliance remains uncompromised. The system’s capabilities foster collaboration between these marketing teams and uphold regulatory requirements seamlessly.

Connecting Signals for Long-term Strategy

To evaluate the success of ongoing campaigns, GrowthLoop advocates for the use of a weighted score method, taking into account metrics such as email views, engagement, and the critical prescription activity that holds the highest weight. Given that prescription data often experiences delays, their approach incorporates digital engagement signals—allowing marketers to glean insights from ongoing campaigns rather than waiting for the slower metrics to arrive.

The learnings accumulate and are leveraged strategically; with every new campaign interaction, the system refines its methods, adjusting future communications based on previously gathered insights.

Anthony Rotio, Co-Founder and Co-CEO of GrowthLoop, points out the limitations traditional marketing has faced due to the inability to verify causal connections effectively. However, this pioneering work promises to change that narrative, providing marketers with evidence-based tools to engage customers in meaningful ways.

The Road Ahead

GrowthLoop is not stopping here. With its composable CDP foundations, which integrate audience segmentation, journey orchestration, campaign activation, and performance analysis on a cloud data platform, the company anticipates further innovation. Their initiatives will extend into real-time decision-making for known and unknown audiences, harnessing customer context from their extensive data repositories.

In conclusion, as GrowthLoop prepares to showcase these advancements at the Martech World Forum, the collaboration to enhance AI-driven marketing strategies is not just a technological improvement but a vision for the future of healthcare marketing. This partnership with EVERSANA stands to enable marketers to harness the potential of AI, ensuring they can meet the needs of healthcare providers more effectively than ever before.