The healthcare journey is multifaceted and unique for every patient. That’s why it’s important for brands to target precise segments across critical inflection points in the diagnosis and treatment journey. Predictive AI can help pharmaceutical and life sciences brands proactively engage patients and providers from pre-diagnosis to living with the condition before key health decisions are made. But are they using these new tools?
Survey reveals massive opportunity to improve marketing and patient outcomes leveraging predictive AI and real-world data
A recent survey titled Future-Proofing Strategies: Predictive AI in Marketing, conducted by Swoop/MM+M, investigated how the industry is using predictive AI to further refine a brand’s healthcare marketing activation and fill critical information gaps in the patient and provider journey.
The survey, which saw participation from 91 individuals across various industry sectors including media planning and marketing leaders from pharmaceutical manufacturers and agencies, revealed, 52.3% find real-world data and key health events very effective as solutions and 48.4% find them somewhat effective.
However, instead of relying exclusively on the past events of RWD to target audiences, brands can now leverage the power of AI to peer into the future and engage audiences based on what will likely happen in the moments that matter.
By analyzing vast amounts of data, privacy safe predictive AI can forecast future diagnoses, treatment progressions, patient adherence patterns and more. Predictive AI segments can be integrated into existing DTC and HCP campaigns, offering comprehensive and cohesive audience engagement across all channels, and can be applied to any condition — common or rare, sensitive or non-sensitive.
However, just half of those surveyed are targeting patients at these key clinical moments. Only two-fifths of respondents are even attempting to reach undiagnosed patients (44%) while about half are reaching out to patients who may be non-adherent on a brand or a competitive brand (50.5%) and likely need to progress to a new line of therapy (53.8%). This data reveals an opportunity for brands to improve their marketing outcomes at every stage of the health journey. By enhancing outreach to patients and their associated providers through the power of predictive AI, healthcare marketers can make an impact on patient outcomes.
Anticipating patient needs and behaviors without violating privacy
Predictive AI allows brands to go beyond understanding patient needs after critical decisions have been made to anticipating them. Those brand marketers who use this advanced technology can facilitate earlier diagnosis, accelerate time to treatment, ensure patients remain on treatment and educate patients and HCPs about medications.
The good news is marketers know this. The survey revealed that 67% of respondents have heard how AI can predict patients likely to become diagnosed, become non-adherent and subsequently need to progress to a new line of treatment prior to the clinical event. Yet, only 47.3% are actively seeking to use this technology while another 31% are not sure.
No one is happy with the status quo. Marketers recognize that the current solutions are not good enough. What’s holding them back? Swoop/MM+M survey respondents cited concerns about privacy and security (64.7%) and a lack of understanding of the technology (17.7% ) as reasons they weren’t putting predictive AI into action. A clear sign that there’s a need for specialized vendors who understand the industry and the technology.
As consumer health privacy protections continue to evolve, it’s critical that brands partner with trusted vendors that take the most conservative approach to privacy to mitigate the potential risk to patients and brands, and whose technology is not just in compliance with current regulations, but will be in compliance with any future legislation. By relying on the most trusted, highest performing partners, brands can provide the proper oversight while still ensuring the success of their campaigns
Swoop is a leader in developing privacy-safe methods that are also more effective at reaching the ideal patient audience. Swoop builds audiences using zero knowledge methodology, ensuring all its segments are compliant with all state regulations including Washington’s My Health My Data (MHMD).
By utilizing its patented predictive AI technology to pinpoint and cater to these valuable segments, Swoop ensures that its clients’ advertising budgets are invested with precision. Rather than dissipating funds on an indiscriminate audience, predictive targeting optimizes the effectiveness of ad spend, heightens conversion rates and ultimately drives Rx lift and lifetime patient value.
For more insights on how Swoop’s AI solutions are optimizing health outcomes and commercial success by improving the way brands connect with their audience at critical moments in the health journey, visit Swoop.com or contact hello@swoop.com.
