How can digital insights drive smarter engagement with hematologic oncologists?

Narratev™, part of Cognitev™, enables life sciences organizations to understand how hematologic oncologists engage with digital content, optimizing channel strategy and investment without wasted effort. 

Why did a leading pharma company struggle to engage hematologic oncologists digitally? 

A leading pharmaceutical client needed to significantly increase engagement and improve the digital experience for a critical target HCP audience: hematologic oncologists. While the client had invested in a range of content and media, they lacked visibility into what this audience was truly engaging with online.  

To drive more meaningful interactions, they needed to understand how hematologic oncologists searched, consumed, and responded to digital content – and use these insights to inform future strategy and investment.   

How did Inizio Evoke use Narratev™ to unlock deeper digital insights? 

To address the challenge, Inizio Evoke deployed Narratev™, a product that forms part of their Cognitev™ platform, to uncover how hematologic oncologists search for, engage with, and revisit content across third-party platforms (e.g., Medscape, Sermo) and the client’s owned digital assets.  

Narratev™ has captured over 35 million hours of HCP digital behavior, including search patterns, time-on-page, and content interaction. These info-seeking insights revealed how content performance varied by format, placement, and timing.  

Inizio Evoke’s experts analyzed platform-level performance – identifying which assets were being consumed, when and how they were accessed, and where gaps existed. By combining behavioral data with human-led content evaluation, the team uncovered missed opportunities and optimized the content strategy accordingly.  

One key finding showed that third-party platforms were consistently outperforming owned channels in both visibility and engagement – prompting a strategic reallocation of effort and investment.  

These insights enabled evidence-based decisions on content development, asset prioritization, and channel strategy – laying the groundwork for smarter, more targeted engagement.  

What measurable results did smarter digital engagement deliver? 

Insights generated by Narratev™ empowered the client to act earlier in the digital journey, positioning key content “upstream” on high-traffic third-party platforms where hematologic oncologists were actively searching for information.   

Analysis also revealed underperformance across the client’s owned content, including low engagement, limited return visits, and poor alignment with user expectations. These findings led to a targeted content refresh to better meet the behaviors, needs, and preferences of their core audience.  

These evidence-based changes delivered measurable results:  

• 47% increase in digital engagement among hematologic oncologists  
• Increased engagement with email content, evidenced by a 49% rise in open rates  
• 9% improvement in marketing ROI across activated markets  

By translating data into action, the client established a smarter, more agile digital content strategy – maximizing both impact and investment efficiency.  

Leading the future of Intelligent Commercialization™

At Inizio, we unite proprietary AI-powered platforms like Cognitev™ with deep scientific expertise and proven governance to unlock measurable, lasting value at every stage of commercialization. Discover how Intelligent Commercialization™ can help you launch smarter and deliver meaningful outcomes for patients.