How do healthcare marketers know what topics are being discussed and what will make the most impact? WPP’s BCW tells us
We live in an age of noise. From media, to marketing, to misinformation, there is so much being said across myriad channels that it is often hard to distil what is meaningful for particular communities at specific times. Brands and companies are awash in data, but often with very little insight. So, the time is ripe to harness the power of AI to tell us what we need to know.
BCW Decipher, powered by Limbik, uses cognitive AI to evaluate and predict the impact of themes with broad social, political and organisational implications. It’s a cognitive AI and consulting solution that helps businesses make informed decisions, in these uncertain but noisy times, to both promote and protect brands.
In effect, it distils emerging signals and forecasts the impact of any theme, message or piece of content across audiences so that marketers and communicators can make better, insightful, intelligence-led decisions.
How does Decipher work?
“In an era of increasingly complex information ecosystems, leaders need to understand quickly what topics and business actions will drive the most significant brand impact,” says Chad Latz of BCW Global. “While all industries grapple with the potential for volatility, pharmaceutical and healthcare brands need to work particularly hard to navigate this complex landscape – across stakeholders from policymakers and analysts to patients and providers.”
This proprietary AI solution from BCW Global can forecast the impact of important health themes, brand communications and marketing, as well as news and social media. These are ranked by their ‘potential for impact’ (PFI) score, thereby predicting the ‘virality’ and ‘believability’ of these themes across audiences.
“Decipher enables healthcare communicators to forecast the impact of media and conversations from key stakeholders, and leverage predictive data to drive impact through messaging,” says Latz.
Putting the AI to work
WPP kicked off 2024 by monitoring key trends at an important healthcare conference held in the US and online. “Decipher detected and assessed the impact of four key conference themes – acquisitions, digital health, drug pricing and AI. Decipher ranked the themes, unique article, and influencers by PFI with forecasts for what will drive the most impact across a range of audiences.
