AiGILE Messaging is a subscription service designed to improve pharma messaging

Heuristics are the mental shortcuts that people use to make decisions and simplify problems. Decision heuristics usually involve little thought or effort and are often based on previous experience or intuition. By ignoring some of the information that comes into our brain, either consciously or unconsciously, heuristics allow us to focus on what is most important. Although heuristics can lead to fast decision-making, they can also result in more errors than "rational" decisions, which are based on logic and statistical methods.

Behavioral science is a field of research that studies how humans make decisions and WHY they behave the way they do. Messaging based on behavioral science aims to influence the choices of the target audience by appealing to their dominant decision-making processes.

HCPs, patients, and payers can be divided into different groups based on their behaviors and decision-making patterns. Using decision heuristics in marketing, pharma marketers can create messaging that aligns with each segment’s behaviour and nudges them towards making choices that are in their best interest.

Activating Customer Segments:

Most pharma brands have customer segmentation, but only a small percentage of them can create segment-based messaging due to the lack of decision heuristics. Decision heuristics science offers a different model to segment customers and transform segments into messaging. This strategy can help bring together stakeholders and enhance messaging across different segments.

Identifying the top decision heuristics for each segment can streamline the messaging creation process. Segmenting customers based on heuristics helps identify cross-segment heuristics that apply to all or multiple segments.

In a recent Intellus-sponsored webinar, Newristics highlighted the obstacles that pharma brands face in bridging the gap between customer segmentation and segment-based messaging. Watch it here!

Maximize The Impact of Non-personal Promotions

Pharmaceutical brands used to win the battle of messaging by having a better reputation. Nowadays, the key is to have an effective omni-channel strategy, with proper alignment between field and digital channels. As the pharma industry moves towards an omni-channel promotional model, messaging science and algorithms are playing a bigger role in campaign optimization than creative messaging.

By using behavioral science-based message optimization and AI, pharma brands can optimize their omnichannel performance and maximize the impact of non-personal promotions. Categorizing customer segments based on their unique decision-making shortcuts can help marketers identify customer segments and customize their messaging accordingly. They can use behavioral science to quickly convert unused HCP segmentation into segment-based messaging.

Setting up experiments using these decision-making shortcuts can boost learning and optimize the delivery of non-personal promotions. The tools, technologies, and platforms that help train algorithms can predict, or even generate messaging. In this webinar, Newristics shares the latest developments in omni-channel marketing and provides recommendations on using behavioral science-based message optimization to get the most out of non-personal promotion channels.

AiGILE is an subscription-based marketing service designed to optimize pharma messaging using decision heuristics science and AI. It is not a heuristics messaging software. It is a service that works so efficiently and so fast that most customers compare it to software.

• Decision Heuristic Science: Used to rewrite messages and create better alternatives
• Artificial Intelligence: Used to pre-score alternatives generated and prioritize them
• Aigile Technology: Used to complete the entire process in days

100s of pharmaceutical brands leverage AiGILE Messaging Service to take their messaging from “creatively good to significantly perfect”.

Pharma brands can leverage AiGILE through an ALL-YOU-CAN-USE subscription model

• All Content: One subscription covers all forms of marketing content, from strategic to executional
• All Channels: One subscription covers messaging delivered through all channels of communication
• All Teams: One subscription covers all teams working on the brand, including agency partner
• All Customers: One subscription covers messaging targeted to all customer segments

AiGILE subscriptions give you access to a team of decision heuristics science experts at Newristics who can heuristicize any of your communications

• Personal Promotion Messaging
• Digital messaging
• Medical/Scientific Communications
• DTC Advertising
• Payer Value Decks
• KOL Speaker Decks
• Web landing pages
• Office leave behinds
• FDA Documents
• Shareholder Communications

Heuristics marketing is a useful tool for the pharmaceutical industry as it can help change customer behavior and guide them toward desired actions. The pharma industry has multiple customer stakeholders such as healthcare professionals, patients, payers, caregivers, pharmacists, NPPAs, and advocates, each with its own messaging requirements.

Messaging in the pharma industry can be complex as it involves conveying detailed medical information to customers. Pharma brands have a limited lifespan and need to recover their investment in R&D, which can be billions of dollars, within a short period of less than 20 years before generics enter the market.

Whether companies are trying to drive disease state awareness, increase market share or change treatment behavior, it can be more effective if done with AiGILE. AiGILE messaging service combines the power of behavioral science, deep learning algorithms, and proprietary databases to optimize messaging for every step in the messaging cycle for Pharma brands.

1. Dominant heuristic – Predict the heuristics used by all stakeholders (HCPs, Patients & Payers) at every step of the journey without conducting any new market research.
2. Heuristicize your messaging – Apply heuristics to messaging and create alternatives that are 2-3X more compelling.
3. Predict Messaging Effectiveness – Leverage machine learning algorithms that can predict scores for messages without testing them in market research.

Newristics is the first and only company to heuristicize messaging and leverage heuristics marketing for customers.

• 600+ decision heuristics discovered in academia
• Every disease state has its own Top 10-20 heuristics
• HCPs, patients and payers use different heuristics

AiGILE messaging service takes your pharma messaging from creatively strong to scientifically perfect. Unlike automated copy-generating software platforms, AiGILE is a subscription service, not a heuristics messaging software. Message alternatives are created by experts in decision heuristics science and thoroughly reviewed for brand strategy, customer context, brand tonality and legal permissibility. As a result, AiGILE message service has ZERO waste - it only generates copy alternatives that are better than the original.

Most copy generating softwares do not have the ability to score the copy alternatives they generate. AiGILE uses a message predictor that can analyze the language in a message using heuristics and compare it to a large database of heuristics-based messages created over 10 years. The message predictor allows brand marketers to make faster, cheaper, easier messaging campaign decisions and be agile in their messaging worksteps.

AiGILE combines the power of decision heuristics science, AI and Aigile technology to make messaging more compelling. Behavioral science is used to “heuristicize” messages so that the language talks to decision heuristics used by the customers. 10-12 alternatives for each message are generated, and then AI is used to pre-score and prioritize the best messages for execution. In just 5 days or less, marketers can have heuristicized messages and leverage heuristic marketing to target customers' decision-making. Aigle technology used to complete the entire process in a few days makes AiGILE an ideal solution for pharma marketers.

AiGILE messaging helps in fine-tuning language in messages to address the decision heuristics of the customer. Decision heuristics in marketing help rewrite messages and make them more persuasive.

AiGILE message service is backed by the world’s largest database of 660+ decision heuristics and the supporting literature behind each heuristic. AiGILE message service uses a simulation algorithm to identify the Top 20 decision heuristics for any product category and/or customer segment. These heuristics are then used to optimize messages for brands and brand language is fine-tuned to more effectively address the decision heuristics for each category.

AiGILE message service also uses artificial intelligence to score the alternatives it generates and prioritize the best messages for execution. Alternatives are scored based on how persuasive they will be to customers.

AiGILE messaging service takes your messaging from creatively strong to scientifically perfect. Unlike automated copy-generating software platforms, AiGILE is a service, not a heuristics messaging software. Message alternatives are created by experts in decision heuristics science and thoroughly reviewed for brand strategy, customer context, brand tonality and legal permissibility. As a result, AiGILE message service has ZERO waste - it only generates copy alternatives that are better than the original.

Most copy generating softwares do not have the ability to score the copy alternatives they generate. AiGILE uses a message predictor that can analyze the language in a message using heuristics and compare it to a large database of heuristics-based messages created over 10 years. The message predictor allows brand marketers to make faster, cheaper, easier messaging campaign decisions and be agile in their messaging worksteps.

The service is designed to be so simple to use, that it’s considered a no-brainer by many users. The only input required to use the service is the messaging that a brand team wants to optimize. The brand team does not need to explain the strategy or context behind their messages. They also don’t need to provide guidance on brand tonality or legal approvability. The dominant heuristics needed to be applied to the messages are identified through Newristics’ databases and algorithms and the brand team doesn’t need to provide any customer research either.