We have been examining how artificial intelligence influences different stakeholders in the healthcare sector so far:
The patient, The doctor and Healthcare providers (such as hospitals or insurance companies)
In this article, we will focus on the use of artificial intelligence in marketing, specifically highlighting the pioneering work of Pfizer in this field.
In addition to improving the quality of treatment and accelerating drug research and development, AI offers incredible potential in clinical trials, collecting patient information about rare disease symptoms, and data processing.
So, how do marketing departments harness this power?
Fundamentally, AI allows us to better understand the needs of patients, their families, doctors, and associations. It enables us to craft personalized messages tailored to their preferences.
Pfizer, at the forefront of the generative AI explosion is primed for a significant leap forward. Their team's work in this field is remarkably impressive.
Let's examine how AI touches our lives as marketers, illustrated through Pfizer's accomplishments:
1. "Charlie": Pfizer's Generative AI Platform:
Pfizer leverages AI for targeted marketing based on patient data and healthcare professional interactions, aiming to improve campaign effectiveness and patient engagement. They developed an internal platform called "Charlie," named after their co-founder, specifically for marketing purposes.
This platform harnesses generative AI capabilities to:
Automate content creation: Generate various marketing materials like ad copy, social media posts, and even medical reports, significantly increasing content production efficiency.
Analyze data and gain insights: Analyze vast amounts of marketing data to understand customer behavior and campaign effectiveness, enabling data-driven decision-making.
Personalize content: Tailor marketing messages and materials to specific audience segments for higher engagement and return on investment (ROI).
2. Precision Marketing Campaigns:
Pfizer utilizes AI to analyze patient data and healthcare professional interactions. This allows them to:
Identify potential audiences: Pinpoint individuals who might be most interested in specific treatments based on their medical history, demographics, and online behavior. We call these small groups: tribes as digital marketers.
Develop targeted messaging: Craft personalized messages and content that resonate with specific audience segments, promoting increased campaign effectiveness and patient engagement.
3. Compliance & Medical Approval:
While not directly related to marketing, it's important to note that Pfizer also explores AI's potential in ensuring compliance. This can involve utilizing AI to:
Analyze clinical trial data: Identify potential safety concerns in clinical trial data, helping ensure adherence to regulations and ethical guidelines.
Streamline review processes: Potentially automate some aspects of regulatory review processes, leading to faster and more efficient approval timelines.
AI is about to dominate our way of working in marketing.
Marketing landscape will embrace the digital realm as a fundamental and indispensable channel, just like it does for pharmacies and doctor visits.
Amidst this transformation, the traditional "We are in pharmaceuticals, our digital capabilities are limited" mindset is fading away. We'll address that topic in a future article 😊
With my best,
Esra
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