How to personalize scientific content at scale – without increasing compliance or complexity

Insights from Inizio Medical and Inizio Ignite experts: Lori Klein, Paul Hatton, David Woods and Caroline Lustig. 

In the first of our series of articles on how Intelligent Commercialization™ helps health and life science companies across the entire asset lifecycle, we start by looking at how two of our data-driven tools combine to create more effective HCP engagements. 

Why traditional HCP segmentation is no longer enough  

The more you know about your audience, the easier it is to engage with them. However, when you’re trying to engage, educate, or persuade a disparate audience of tens of thousands across the world, resonating with them can become a challenge. 

For decades, marketing and medical teams have tackled this by archetyping HCPs into behaviorally similar groups, but with advances in data and AI, we can now understand and connect with key stakeholders on a new and much more personalized level.   

How we analyze HCPs to deliver personalized scientific content  

At Inizio, we help our clients identify HCP educational gaps by analyzing their owned data sets and enriching them with expert insight, to better understand where they are on their asset journey. We do this in three ways:   

1. We assess their scientific expertise: Which publications are they a part of? What was the nature of their participation (e.g. where they the first author, last author, or in the middle?) What congresses do they attend? Which clinical trials have they been involved in, and in what capacity?  
2. We look at their influence: Are they a leader at a center of excellence? Are they a keynote speaker at certain congresses? Are they a traditional key opinion leader (KOL) or a rising star?  
3. We look at their alignment to the scientific narrative: What’s their current awareness of and engagement with the asset and competitor assets?  

Using this analysis, we can pinpoint exactly what stage they’re at, and how they’re currently engaging with the company’s science. From there, we can shape content we know they’ll respond to.  

“We recently had a client that was using a 20-minute KOL video to educate HCPs,” says Caroline Lustig, VP, Client Service, Medical Analytics and Innovation, MEDiSTRAVA, an Inizio Medical company. “We were able to segment their audience into two distinctive groups before creating a range of content – from animations and infographics to frameworks and referral tools – tailored to each one’s level of expertise and preferences.  

“While this approach has proven successful, the next step in this evolution is to create an even more personalized, modularized learning journey for potentially thousands of HCPs; one that delivers the scientific content they need at the exact moments they need it – all on a huge scale.” 

That journey looks something like this:  

A seamless, modular experience tailored at each step of the HCP experience: 

1. Trigger (HCP need + behavior signal) 
2. Personalized delivery of modular content 
3. Interaction with modular content 
4. Measure engagement & behavior signals 
5. Prepare for next best action  

How HCP Velocity and ClarityNav power personalized engagement  

The ability to create this seamless experience lies in our approach to Intelligent Commercialization™ – uniting expert insight with proprietary data, tech, and AI to support pharma clients across the entire lifecycle. 

Take HCP Velocity and ClarityNav – two of our proprietary AI tools.  

“HCP Velocity was born out of the need to track HCP learning progression across assets or portfolios,” explains Paul Hatton, President, Medical Analytics and Innovation, Inizio Medical. “It starts by cleaning and preparing a company’s fragmented, often unstructured data from up to 20 different sources – everything from claims information and Adobe Analytics to VeevaLink and MSL call notes.  

“It then ingests that data, analyzes it, aligns each individual HCP with a stage on the learning journey, and then tracks them as they move along that path.”  

In blind tests versus a human expert, HCP Velocity demonstrated stage-alignment accuracy of 98%.   

Measuring and improving HCP engagement over time  

Once HCP learning journey mapping is complete, we can bring in ClarityNav, an AI tool specifically designed for analyzing medical insights. It takes the outputs from HCP Velocity and combines them with other data sources such as clinical trials, congress data, social listening, MSL observations, medical information requests, competitive intelligence, and more. 

ClarityNav will then provide:  

• Key themes and sentiment by persona 
• Content channel and preference by persona  
• Omnichannel optimization by persona 

“We use this incredibly rich output to then optimize highly targeted content across multiple formats and channels depending on individuals’ preferences and educational journey stage,” says Lori Klein, Partner, Medical and Scientific Affairs Practice Lead, Inizio Ignite, Putnam. “For example, we might discover that for adherence issues and treatment burden, case studies really resonate with certain HCPs, while for new clinical data, they prefer slide decks driven by an MSL conversation.”   

To close this virtuous circle, these behavioral insights are then fed back into HCP Velocity, to enable more targeting learning interventions at scale, allowing us to assess the impact of those engagements and the effectiveness of specific content on individuals. This gives our clients the data-backed evidence they need to confidently invest in areas they know work or to refocus where necessary. 

“You then end up creating a powerful virtuous cycle, facilitated by platforms and tools that enable more personalized, persona-based engagement,” added David Woods, Vice President and Portfolio Lead, Medical Analytics and Innovation, Inizio Medical. 

As budgets become tighter and channels more fragmented, Intelligent Commercialization™ gives you the power not only to understand HCPs better, but to give them what they need, when they need it – and to do it all at scale.   

Learn more about Intelligent Commercialization™ 

To find out more about how Intelligent Commercialization™ can help you drive better engagements at scale, get in touch today.