AI-based dynamic targeting and personalized HCP engagement for pharma marketing
Built a centralized AI platform that enabled marketers to dynamically target micro-segments of healthcare professionals (HCPs) with personalized content.
Business Scenario
For a global pharmaceutical leader, commercial success relied on engaging with HCPs through the right channel, at the right time, with the right message in a highly competitive pharmaceutical industry. Despite substantial investments made in commercial and sales force effectiveness solutions such as Next Best Action engines, dynamic targeting, and customer insights/CRM platforms, marketers faced persistent last-mile execution challenges. Insights remained siloed and inaccessible, creating a “black box” effect.
Sigmoid Solution
Sigmoid designed a collaborative decision-making platform that connected customer microsegments, dynamic content mapping, and performance measurement within a unified interface. The platform integrated AI-powered content recommendations with marketer judgment, ensuring the right message reached the right HCP at the right time, supported by precise decision-making across channels. Marketers could override recommendations and activate campaigns instantly across the field force, CRM, and other channels.
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Business Impact
projected in new-to-brand prescriptions (NBRx) compared to existing strategies
with real-time visibility and mid-cycle interventions
for omnichannel content activation
