The MMM Podcast: Leveraging Data, Tech, and AI for Creative Impact in Healthcare

IPG Health’s Julie Pilon and Jack Vance highlight how their network utilizes advanced data and artificial intelligence (AI) for creative effectiveness globally.

In today’s digital landscape, customers face an overwhelming amount of content. However, this doesn’t always lead to effective engagement or behavioral changes. Pilon and Vance discuss IPG Health’s EPIC platform, designed to drive behavior change through living personas, journeys, and content.

Julie Pilon, Chief Strategy Officer, emphasized the importance of activating behaviors at both speed and scale. She noted that consumers, as well as physicians, are inundated with information, making it critical to understand their specific needs and how to connect with them effectively.

Technology and data are pivotal in creating effective engagement strategies. Pilon detailed how proprietary platforms and the integration of natural language processing (NLP) help understand and leverage demographic, psychographic, and geographic data. This data is enriched with insights from social scientists, who help prioritize and apply data to develop focused strategies.

Vance, the Managing Director of Data and Activation, discussed the emphasis on starting with robust data to fuel AI initiatives. He mentioned the rollout of EPIC as an end-to-end platform for insights and creativity using data from partners like Axiom.

In summary, the combination of AI and human insights allows for nuanced, scalable, and rapid responses to market demands, positioning IPG Health at the forefront of innovative marketing strategies in the healthcare sector.

Source: Cutting through the noise: Data, tech and AI for creative effectiveness.