Finalist
PIRL's Strategic AI Transforms Healthcare Communication and Outcomes
by Page & Page and Partners for Pfizer UK
Summary of work
PIRL™ is Page & Page’s proprietary AI that helps our clients understand their audiences like never before.
PIRL brought Pfizer a fresh, data-focused approach to their healthcare marketing efforts, which drove incredible results in HCP prescribing behaviour.
Recognising that many healthcare campaigns tend to hit a high early on and then level off, PIRL was introduced to gain a deeper insight into what really drives healthcare professionals (HCPs) to prescribe certain medicines. Instead of just casting a wide net, PIRL allowed for a detailed look into the specific behaviours and preferences of HCPs by sifting through extensive healthcare data, including pharmaceutical marketing trends, digital content interactions, and prescription patterns.
Through PIRL, we were able to segment the HCP audience with precision, enabling Pfizer to communicate more effectively and directly with the most relevant HCPs. The outcome was not just better engagement; we also saw a significant rise in sales, proving that a smarter, more focused approach to communication can lead to tangible commercial success.
In short, PIRL helped Pfizer move to a smarter, data-driven way of connecting with healthcare professionals, a move that has proven to be both innovative and beneficial for business.
Judges’ comments
‘PIRL's Strategic AI Transforms Healthcare Communication and Outcomes’ had a clever internal strategy, with clear outcomes for the brand. It had a clever way to approach the problem, with efficient use of funds. It was interesting to see a new, data led approach to understanding prescribing behaviour.
