CMI Media Group announced a partnership with IBM Watson this week to utilize its Advertising Accelerator tool to boost its healthcare marketing efforts.

The Advertising Accelerator leverages AI technology to predict and serve ad units in real-time with creative elements tailored to a targeted audience. These include factors like designated marketing area, device type and time of day. 

Between Q4 2021 to Q2 2022, CMI used IBM Watson’s program alongside Lasso, an omnichannel platform, to achieve real-world measurement across programmatic channels for its campaign supporting ViiV Healthcare’s Dovato treatment for HIV. 

As a result of the partnership, the pharma company improved its relevance for digital ads, fostered a deeper engagement with HCPs and increased the total number of Dovato prescriptions written. ViiV also recorded a 40% increase in its click-through rate compared to its previous benchmark and a 5.81% conversion rate to the company’s websites.

Cliff Covey, SVP of Digital Activation at CMI, said the IBM partnership is a “perfect extension” of the work the agency has been doing to evolve its capabilities and drive innovation with its healthcare clients.

“First and foremost, it was a pilot and the goal was to serve the right message at the right time to the right HCPs,” he said. “Bringing together Lasso so that we had targeted data and the dynamic creative technology allowed us to do some pretty neat things.”

Covey said that CMI, a 2022 MM+M Agency 100 honoree, has been analyzing the data from its initial campaign using IBM to better understand the insights that real-time creative can bring to an HCP audience. He added that this technology allowed the agency to define the overarching targeting while also understanding what resonates at the HCP level.

There are differences between HCPs as well, with Covey noting that an infectious disease HCP may be more concerned with mechanism of action or efficacy while a nurse practitioner may be focused on access or patient side effects. Knowing more about what the target healthcare worker is dealing with makes all the difference for pharma brand campaigns. 

“Having that level of deeper analysis into our target audience means that not only are we driving deeper engagement from a media perspective, but we’re also able to learn more about our audience in real-time,” he said.