Two Case Studies Illustrate the Impact of AI on Accelerating Business, and the Insights That Result

Hans Kaspersetz Shares Arteric's Approaches to Leveraging Artificial Intelligence in Healthcare Marketing at Digital Pharma West

Summit, NJ, June 23, 2019 — The Digital Pharma West conference series is renowned for agendas that provide attendees with insights and actionable guidance to address the pharmaceutical industry’s most vexing issues. The 2019 gathering, which marks the tenth anniversary of the Digital Pharma series, holds true to this theme. Standout sessions include a pre-conference digital innovation workshop and keynote presentations that inject the importance of embedding data and technology-driven decision making into campaign strategy and company culture.

Against a backdrop that highlights the growing importance of data science in healthcare marketing, Arteric President and Chief Strategist Hans Kaspersetz will share 2 case studies drawn from Arteric’s 3 years of experience with artificial intelligence, during his presentation, “AI – Super Hearing for Healthcare Marketers. Detecting Weak-But-Important Signals of Customer Behavior.”

The first case study describes how insights extracted from brand data were transformed into a content strategy that enabled a blockbuster brand to more effectively engage with target audiences. The brand’s AI-enhanced strategy produced a 202% year-over-year growth in traffic. In the second case study, AI-accelerated data analysis uncovered a new target audience for a leading OTC cough, cold, and allergy brand. This and other findings enabled the brand to exceed their targets two years in a row. Arteric’s work with AI was featured in the May 2018 issue of Medical Marketing and Media and discussed in podcasts streamed on Life Science Marketing Radio.

“Arteric has been a key partner of Digital Pharma’s for years,” states Jayson Mercado, Managing Director, Digital, for ExL Events, which produces the Digital Pharma conferences. “A valuable part of that partnership for us is Hans sharing some of Arteric’s industry experience at the conferences. This year at Digital Pharma West, he’ll be sharing some real-world learnings on how pharma companies can leverage AI to monitor customer behavior. Our attendees register for the conference every year to stay on top of all of the latest digital tools and trends, like artificial intelligence, and we’re lucky to have people like Hans who can deliver from the podium year-in and year-out.”

A recent Gartner study reports that 34% of life science chief information officers (CIOs) value AI as a “top technology game changer.” However, organizations struggle to effectively leverage AI. Most CIOs (63%) cannot find a use case, create a strategy, or secure funding for an AI project. Nearly half of the CIOs cite confusion selecting vendors as a hurdle to applying AI.[1]

Mr. Kaspersetz explains how his presentations at Digital Pharma West help overcome the impediments cited in the Gartner report. “Gartner recommends that CIOs study examples of AI-related commercial successes. To support this, Gartner listed agencies, including Arteric, that are building value by applying AI technology in commercial operations. The intimate venue of Digital Pharma West enables us to share the nuances of Arteric’s research that made AI practical and actionable for brand marketers and their technology service providers. In return, Arteric gains audience perspectives that enhance our focus and create a new context for future projects. It’s a win-win for everyone.”

Work With Arteric
For 2 decades, Arteric has helped pharmaceutical brands, biotechnology brands, and healthcare organizations transform leading-edge technology into competitive advantage. Contact Hans Kaspersetz at 201.546.9910 to advance your brand with personalized marketing solutions that work everywhere, every time.

About Arteric
Arteric is a pharmaceutical and biotechnology digital marketing agency renowned for its expertise in digital brand strategy, software engineering, data, search engine optimization, search engine marketing, CRM, and analytics. Arteric is the digital AOR that will propel your clinical trials recruitment, market shaping, disease state education, brand launch, or brand revitalization forward with digital insights and execution that cannot be matched.

Reference
1. Gandhi A. Life science CIOs can accelerate commercial effectiveness with new applications of artificial intelligence. Gartner Research. 2019. https://www.gartner.com/en/documents/3935365. Accessed June 21, 2019.

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