I recently spoke with David Schofield, CEO of Fluence World, about using semantics, linguistics and machine learning to identify key ingredients to drive effective customer engagement within the pharma industry. Here are the main takeaways:
First, let us set the context:
David and his team developed a unique method to identify relationships between document inputs and desired outcomes, such as customer engagement. This approach measures the effectiveness of content shared with HCPs, determining which language triggers the most response. It uses latent semantics, forensic linguistics, and machine learning to offer a detailed understanding of language nuances, surpassing previous technologies.
Let's dive in:
👉 1. Hyper-segmented audiences:
David's technology identifies the relationships between document inputs and expected outcomes. Analysing content shared with HCPs determines which language triggers the most responses, ensuring relevant and engaging communication.
👉 2. Overcoming the limitations of previous technologies:
Unlike older methods that relied on structured data, the new approach offers a granular understanding of language nuances. This is crucial for measuring the effectiveness of HCP communication and aligning content with intended results, such as customer engagement.
👉 3. The power of summarised content:
Long-form communication often fails to engage. Instead, summarised content is more effective. It helps HCPs quickly find the specific information they need, enhancing their engagement and satisfaction.
👉 4. Evidence-driven communication:
Remove unnecessary information to tailor communications to highlight key data, improving clarity and impact. This is a huge benefit for Pharma, as an evidence-driven industry.
👉 5. Statistical analysis and micro-activities:
Running extensive statistical analyses on input versus activity makes it possible to identify the most impactful communication strategies, creating a robust picture of what works best for engaging HCPs.
👉 6. Optimal segmentation:
Communicating effectively with HCPs involves segmenting messages to meet their needs and preferences. This ensures that the content is relevant and resonates, leading to better engagement outcomes.
Practical applications for various pharma professionals:
♦ Medical Affairs: Use summaries of the latest clinical studies and relevant targeted content to ensure that HCPs receive relevant information, quickly.
♦ Omnichannel customer engagement: Implement technology to analyse and refine communication strategies, focusing on language that triggers positive responses.
♦ Customer excellence: Leverage insights from statistical analyses to optimise engagement activities & improve overall effectiveness.
♦ Marketing managers: Develop hyper-segmented campaigns that align with HCPs' communication preferences, ensuring higher engagement.
Full interview: https://lnkd.in/enyzxbnH