Innovation—Best Use of Technology
With grateful thanks to our sponsor
Bayer piloted an innovative new CX platform called ekoDNA® to optimise omnichannel communications with HCPs.
ekoDNA® leveraged advanced segmentation models, AI-driven content orchestration, and predictive modelling to deliver personalised HCP interactions across channels. This enhanced engagement by 72%, saved 40% in time and resources, and increased targeted behavioural change aligned to Bayer’s goals.
‘ekoDNA® has been a game-changer for improving our customer experiences. The combination of multi-dimensional segmentation, AI orchestration and actionable insights empowers us to have more rewarding conversations and drive engagement that supports HCPs’ complex clinical content needs.’
Uwe Aberle, Global Brand Lead at Bayer AG
(June 2022)
Judge’s Comments
Oi, with ekoDNA®, have taken huge strides towards solving a problem that affects all of us in healthcare marketing – personalised content. We loved the use of AI and sophisticated tooling to do the ‘heavy lifting’ and generate next best action response to overcome a common practical challenge faced by many companies, towards supporting tailored customer experiences.
This was a thorough discovery, design and implementation programme with very clear benefits and an innovative step forward to more hyper-personalisation. Additionally, it had very clear KPIs, and we loved the platform and delivery. Ultimately, this is a fantastic project that utilises cutting-edge tech to deliver something poignant to the end user, in a clever and personalised way.
Kruti Popat, Director, Insights4Decisions
A core focus of the J&J Consumer Healthcare and Four Agency paid-media partnership is to focus on technologies that push the boundaries of digital media. Our strategy for this campaign involved piloting proprietary programmatic technology, powering this with AI insight and gamified creative, to drive robust yet compliant results.
The outcomes were simply incredible with significant increases in dental healthcare professionals’ engagement and huge cost savings. This approach has helped us further position Listerine as a market leader amongst UK DHCPs and devised a unique approach to programmatic media buying that can be used to promote J&J’s other applicable brands.
Walk in the shoes of patients with anemia of CKD: immersive and insight-driven digital innovation.
GSK invests in high-quality HCP-focused web content, that in the majority cannot be seen by a search engine. Data shows 70% of HCPs use a search engine at least once a day for professional purposes.
PIO was engaged to support a pilot developing a technical solution to optimise the login for a brand website, to enable content behind the login to compliantly appear in organic search results. This represented an organisational first for GSK, and is a clear example of innovation while driving deeper engagement with HCPs. The solution is now being scaled across other GSK brands and markets.
The Built-On Experience.
Our challenge was to create an engaging attractor that would encourage delegates to the XELJANZ booth and reiterate its decade-long position as a market-leading oral JAKi for UC.
Our solution was ‘Built On Experience’; an innovative AR experience that combined physical and digital interaction to have delegates literally ‘build on’ XELJANZ’s heritage. Delegates used outsized building blocks to construct a tower that when built correctly, showcased four key strategic messages, and unlocked an AR experience via QR codes. Our animated 3D character, Xelly, then constructed further ‘information walls’ that reinforced the brand messaging and connected to the booth narrative.
