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A woman sitting on her couch holds a prescription bottle in her right hand while checking her smartphone for dosage recommendations.

How a Leading Pharmaceutical Company Revolutionized Healthcare Marketing with Gen AI

Gen AI-powered, end-to-end content generation sets a new standard in the healthcare industry.

In healthcare marketing, personalization is key. However, our client, a leading global pharmaceutical company, struggled to craft tailored content at scale for diverse audiences worldwide. To put customers first, they sought an innovative solution from Publicis Sapient to efficiently create and deliver personalized content globally. With such an immense global scope spanning hundreds of markets and products, the company needed leading-edge tools that not only streamlined messaging and marketing but could also deliver cost savings in an era of budget tightening.

Client

Leading Pharmaceutical Company

Services
Strategy & Consulting
Customer Experience & Design
Technology & Engineering
Data & Artificial Intelligence
Marketing Platforms
Innovation & Digital Product Management
Industry
Health
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The Imperative for Change

The company faced various challenges in content production. Their outdated outsourcing approach resulted in long lead times, making it difficult to keep up with the demand for personalized content. It was a constant struggle to provide fresh, audience-specific messaging for all their brands across different channels and markets, especially outside the U.S. Meanwhile, the company aimed to repurpose existing content and utilize customer data to tailor messaging, but their current setup made it nearly impossible to adapt. They recognized the need for a transformational solution to their content operations if they wanted to stay competitive and achieve their goal of becoming a customer-centric organization.

The Transformative Solution

Publicis Sapient utilized a groundbreaking platform called AskBodhi—offered as a SaaS-based API—to swiftly deploy a scalable generative AI solution for personalized marketing content generation. This accelerated launch allowed for ample time for refinement, empowering teams to focus on other strategic initiatives.

The generative AI solution provided our client with custom tools for international expansion, content localization and efficient content repurposing—such as banners, emails and DSPs—to meet their audience's needs precisely. Additionally, the solution facilitated image recommendations, enabled end-to-end campaign generation and activated translation features to enable content replication across regions.

By leveraging generative AI and AskBodhi, our client was able to address their challenges head-on with innovative tools that not only modernized content production but also set new industry standards for creating and delivering highly personalized content to customers.

The Impact

Publicis Sapient's AskBodhi platform and generative AI marketing tool have proved to be game changers for our client and AI-driven content marketing. Together, they have unlocked the potential of personalized, scalable content while delivering multifaceted benefits that set the company up for long-term success:

  • Cost and time savings: Automation reduces manual efforts for faster, more cost-effective production
  • Audience insights: Data analysis provides a deeper understanding of an individual’s health preferences and aspirations
  • Improved scalability: Marketing materials are tailored to diverse global audiences, enabling personalization at a scale not possible before
  • Seamless integration: The adoption of generative AI tools through the AskBodhi platform easily integrates with existing systems without disrupting current operations
  • International market penetration: Automation and scalability make it easier to meet the needs of international markets, where personalized content is crucial for success
  • Fast feature shipping: The Agile method of working helped different teams come together and ship features faster
35-45%
projected cost reduction on select content creation tasks.
>50%
projected cost reduction on select content creation tasks.
~20%
of projected savings comes from cost reduction based on time savings for content generation.
~80%
of projected savings comes from cost avoidance by enabling 4-5x higher content volumes.
Scarlett Lok
Scarlett Lok
Executive Client Partner

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Lakshminarasimman Raghavan
Lakshminarasimman Raghavan
GVP Technology

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Subarna Rana
Subarna Rana
Senior Manager, Gen AI Delivery

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