Sold by: Deloitte Consulting (US)
CognitiveSpark™ for Marketing is a modular omni-channel measurement solution offering a suite of Closed Loop Measurement (CLM) components for healthcare professional (HCP) and patient analytics where media exposure data is matched to anonymized patient-level data (APLD) via privacy-safe identity resolution. CognitiveSpark™ for Marketing employs a projection methodology to accurately reflect the unique consumers reached per media channel. This analytic suite measures campaign performance and quantifies return on investment (ROI), while the Multi-touch Attribution (MTA) techniques help identify underperforming campaign attributes to optimize campaign spend and resources. CognitiveSpark™ for Marketing solutions are frequently combined with custom omnichannel consulting engagements, holistically addressing all customer audience types (patients, healthcare professionals, healthcare organizations, payer/provider) to drive effective customer engagement at scale.
Overview
Deloitte's CognitiveSpark™ for Marketing is a cloud-based omni-channel solution designed with a containerized AI/ML engine that produces custom intelligence across a portfolio of flexible assets and services built to fit each client's unique needs. The modularized Closed Loop Measurement (CLM) components offered through the application can be deployed into a client environment or as a Deloitte hosted (SaaS) solution to support less established clients in their omni-channel journey. Life sciences companies increasingly rely on omni-channel marketing in all its forms to deliver precise, personalized patient and healthcare provider (HCP) interactions. CognitiveSpark™ for Marketing leverages AI to boost patient and HCP engagement, deliver more insight on brand performance, and improve digital value measurement. For patient CLM, CognitiveSpark™ for Marketing is built on a privacy safe data integration process using anonymized patient-level data (APLD) that can link ad exposure per individual customers to behavioral outcomes with detailed transactional medical claims and prescriptions (Rx). With the ability to perform granular mid-campaign optimization, teams can evaluate whether advertising achieves the brand's customer goals. Combine marketing measurement with Multi-touch Attribution techniques available within for more granular promotional attributes insights to aid inflight campaign optimizations. Overlap analysis drills into audience quality of publisher's inventory while the net conversion impact of the target audience is achieved via a matched Pre/Post exposure and various Test versus Control analysis to validate performance impact post campaign execution. CognitiveSpark™ for Marketing is a modular plug-and-play offering that is differentiated in its ability to drive speed to execution and foster dialogue with customers. CognitiveSpark™ for Marketing leverages transparent data methodology and analytic techniques offering a suite of solutions through API-enabled, embeddable AI/ML system components alongside data management and advanced analytics services and accelerators.
Highlights
- Produce custom intelligence for added insights and cross-channel recommendations across marketing mix and/or patient/HCP/HCO engagement. Continuous measurement, analysis, and execution practice help ensure key KPI's are tracked and used to drive continuous performance improvement.
- Gain quick visibility into the prescription (Rx) lift from the campaign and know which media sources most outperforming a control to course correct with mid-campaign adjustments. Leverage the ability to project net new script (NBRx) to brand revenue lift.
- Drill into advertising elements and understand pockets of ad frequency and timing that drive highest conversion rates at the overall and consumer segment level. Achieve up to 15-20% of media efficiency gains.
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Dimension | Description | Cost/12 months |
|---|---|---|
Baseline | We have various licensing models based on scope. Please reach out to the emails listed in the Support section for Custom Pricing. | $350,000.00 |
Custom Package | We have various licensing models based on scope. Please reach out to the emails listed in the Support section for Custom Pricing. | $800,000.00 |
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CognitiveSpark for Marketing is a modular omni-channel engagement offering designed to create more relevant and personalized channel and content for customers (patients/ healthcare professionals/ healthcare organizations). Deloitte's Next Best Engagement is easy to activate, quick to deploy, and can integrate within your existing commercial analytics ecosystem to generate insight and inform strategy across the commercial function. We have robust analytic models to rapidly connect and organize data for maximum insight. Deloitte's AI decision models provide a holistic customer profile: Micro-segmentation - Who is critical to contact? Headroom Analysis - What is upside potential? Channel/Content Effectiveness - How to best reach and what to say? Dynamic Alerts - What is changing in behavior or engagement?
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