Deloitte launches CognitiveSpark for marketing Artificial Intelligence Solution

CognitiveSpark for Marketing uses artificial intelligence (AI) to improve digital marketing ROI for life sciences organizations, allowing marketers to make AI-powered decisions at scale and at speed.

FREMONT CA: CognitiveSpark for Marketing leverages the power of AI to boost digital marketing ROI for life sciences companies, enabling marketers to make AI-powered decisions at scale and speed. According to a recent Deloitte survey of biopharma executives, digital innovation is now a top priority, with 77 percent of those polled claiming that  their company considers digital innovation as a competitive differentiator. Furthermore, 86 percent of commercial leaders identified health care provider (HCP)/patient engagement as the top use case likely to be impacted by digital innovation.

The key imperative for biopharma clients is how digital transformation benefits patients and that client wants a solution which will guide them in identifying new possibilities, develop new insights and modeling to improve customer targeting and experiences, and personalize content in each customer’s journey. Above all, businesses want to better understand the latent drivers of customer behavior in order to provide the information customers require in managing their health while maintaining transparency and trust.

When it comes to employing digital marketing to enhance patient engagement, life sciences organizations confront a number of hurdles, which includes:

• Siloed marketing and sales functions: Patient marketing and sales functions that are stove piped contribute to disconnected engagement.

• Data access and integration issues: As promotional data is obtained from a variety of sources, it is difficult to identify, integrate, and leverage data from impression to revenue increase.

• Theoretical versus experimental and engagement layers: Patient engagement strategies are frequently based on rigid and simple sometimes when business rules, making it difficult to identify and optimize engagement drivers.

• Decisioning and engagement layers loosely coupled: Omni-channel patient engagement is not linked to a robust decisioning layer that can be fine-tuned to support marketing execution.

CognitiveSpark for Marketing addresses these issues by offering a flexible approach to connecting disparate data sets, breaking down traditional silos and enabling insight-driven decision-making. The cloud-based, modular product includes:

• Integrated data sets: Combines brand impression data with patient longitudinal data to create a suppress, integrated data set for analysis.

• Quality data sets: Combines claim data from 320 million patient lives to provide a strong foundation for analysis.

• Leading AI technologies: Uses cutting-edge machine learning and analytics to provide actionable insights and recommendations.

• Multidimensional visualizations: Provides highly targeted and visual illustrations that convert data noise into consumable information.

• Free from user analysis: Users can drill down into source data to generate their own queries and insights using free form user analysis.

CognitiveSpark for Marketing includes a focused set of marketing modules based on campaign, behavioral, and medical data that are linked in a way that ensures data privacy, patient safety, and security. To generate knowledge and inform marketing spend across multiple channels, the cloud-based solution can integrate within an existing marketing analytics ecosystem. CognitiveSpark for Marketing gives brand teams and the audiences opportunities to reach greater accuracy and clarity, resulting in improved engagement, more pleasant experiences, and ultimately more trust with patients and partners.