PurpleLab, Chalice AI Join Forces to Help Marketers Build Custom Predictive Models
The joint offering aims to help marketers create brand-specific models based on actual patient and HCP data.
A new team-up between PurpleLab and Chalice AI is aimed at enabling health and pharma marketers to turn real-world data into predictive models to help optimize media strategies.
The partnership, announced Monday, combines PurpleLab’s vast stores of data spanning millions of U.S. patients and HCPs with Chalice’s artificial intelligence-powered modeling technology.
The joint offering is meant to allow marketers to create brand-specific models based on actual medical and pharmacy claims data that can then aid in identifying potentially relevant audience segments among both patients and prescribers, predicting both adoption and attrition, and shaping creative and media strategies to achieve the best possible outcomes.
“Healthcare marketers don’t need another off-the-shelf audience. They need the ability to start with the business or patient outcome they’re trying to achieve and build an AI strategy specifically around that objective,” Chalice CEO Adam Heimlich said in the announcement.
“The opportunity is to turn trusted healthcare intelligence into a predictive advantage unique to each brand, then put that intelligence to work wherever media is bought,” Heimlich continued. “PurpleLab gives us the foundation to do exactly that.”
The custom models can be regularly refreshed based on incoming patient and HCP signals and campaign performance data, and they can be activated via Chalice across connected TV, social and open internet channels.
To maintain compliance with privacy and regulatory concerns, the models are built in secure environments, and marketing teams retain visibility into the data and algorithms powering their models throughout the entire process, according to the companies.
solli’s Final Thoughts
In pharma media, ever-increasing access to mountains of real-world data and smarter technologies is unlocking the potential for better, more successful campaigns.
Essentially, drawing on actual patient patterns and prescriber behaviors—as opposed to static audience segments and less-defined metrics—to shape media strategy could result in campaigns that reach audiences that are more engaged and more likely to take meaningful action.
In pursuit of that gold standard of campaign planning and execution, though, privacy and regulatory concerns must remain top of mind, especially as sensitive health data from more and more patients and HCPs is brought into play to feed fast-moving algorithms, where transparency and traceability will remain an absolute must.
