Burson, a global leader in communications focused on enhancing client reputations, has introduced Decipher Health, a new cognitive artificial intelligence (AI) tool designed to improve communication effectiveness and engagement among patients, advocates, healthcare providers, decision-makers, and analysts.

This initiative marks Burson’s third AI offering and adds to the capabilities within WPP Open, WPP’s AI-powered marketing operating system.

Decipher Health leverages a variety of disease areas, including general health, oncology, neurology, diabetes, respiratory issues, and sexual health.

It employs predictive metrics for believability and virality, creating a robust framework to forecast the impact of different types of content on healthcare audiences based on reliable data.

Developed in collaboration with the cognitive AI company Limbik, this tool assesses audience engagement with specific topics and the credibility of related online content. Decipher Health will be accessible to all WPP healthcare clients as part of WPP Open, furthering the innovations from Health@WPP.

The increasing volume of healthcare information can overwhelm individuals searching for accurate details about specific conditions or therapies.

This new capability predicts the potential impact of content with high accuracy, including credibility and engagement, enabling clients to craft communications and marketing strategies that enhance their reputations while offering valuable resources throughout the patient journey.

Additionally, Decipher Health tracks the effects of significant global themes impacting the healthcare sector, such as economic conditions, drug pricing, supply chain challenges, diversity and inclusion, sustainability, elections, reproductive rights, and women’s health.

This tool stands out due to its depth of audience modeling. Patient audiences are segmented by more than just demographics, considering various social factors that can influence disease susceptibility and information receptivity. Such precise targeting ensures effective outreach with relevant content at the right time.

Decipher Health also helps identify gaps in message engagement among different healthcare stakeholders, allowing for an understanding of what resonates with patients compared to physicians or analysts.

This capability enables the prediction of successful strategies for each group, facilitating the creation of impactful content that fosters effective communication across all stakeholders and provides immediate market insights.

 

Source: bursonglobal.com

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