Since the buzz of AI started, Iguazu has been getting very excited about the future potential of AI. Over the last few months, our team have been eagerly testing the latest tools.
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But how can AI help our industry? We put ourselves in our clients’ shoes and asked ourselves if AI can play a pivotal role in the launch and success of a new product.
When embarking on this experiment, our goal was to use AI to create a marketing strategy; brand identity; and a campaign for a fictional product. This case study delves into how AI played a vital role in shaping every aspect of the marketing journey.
In the next series of articles, we will explore the intersection of AI and pharmaceutical marketing to reveal the strategies and insights to propel future product launches.
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Part 1: A Journey into Product Marketing with AI - Generating a Brand Identity
Can AI create brand names, taglines, and detailed content to develop a new, captivating pharmaceutical brand?
To start, we needed a product name.
We asked ChatGPT to come up with names for a new ophthalmics product that allows you to have night vision. If we are making something up we might as well create something we would like to have, right? Our first few attempts sounded more like superhero names than pharma products: NightSight, DarkVision & NocturnalEyes… But, like most AI, the skill lies in being able to craft the perfect prompt to get a better output. After a few attempts, we soon got some more appropriate names; Noxilux, NightOptica, and OcularNoctis. We settled on “Noxivision” – a name both catchy and credible.
Next on our list was a slogan.
Like any good brainstorming meeting, there were some good ideas, some bad ideas and some hilarious ideas from ChatGPT. But we were pleasantly surprised with the options: “Light up your world with Noxivision!“, “The power to see in the dark is now yours with Noxivision!” and “Illuminate your path with Noxivision.” Which would you choose?
For the finishing touch, we put this into a logo. We used an AI logo generator to combine our text and find a relevant icon. From a design perspective, the results are basic and we would have chosen to tweak this if it was for a real product. The software itself was quite difficult to get something appropriate that did not look like WordArt – so the amount of time spent getting the prompt correct we could have just designed the logo. What do you think of the logo?
Lessons learned: Prompt engineering is an art in itself, and you get out what you put in. It took some trial and error but we think we are pretty good prompt engineers now. A good tip is to ask for several options - this allows you to play the editor and pick and choose from AI ideas and merge and edit until they align with your creative vision.
About the Noxivision project
At Iguazu, we’ve explored AI assistance in pharmaceutical marketing and created a series of articles on the topic using our fictional product “Noxivision”. Check out our other articles in this series to learn more:
- Part 1: Noxivision An AI-Assisted Pharmaceutical Product Launch & Marketing Campaign
- Part 2: Noxivision The Power of AI-Assisted Content for Pharmaceutical Marketing
- Part 3: Noxivision AI-Assisted Designs with Midjourney
- Part 4: Noxivision Crafting AI-Assisted Marketing Briefs with ChatGPT
- Part 5: Noxivision — AI-assisted market research and persona creation
- Part 6: Noxivision — AI-assisted Mode of Action video creation
- Part 7: Noxivision — AI-assisted Website Build
- Part 8: Noxivision — AI-Assisted eDetail Design in Pharma: Faster MLR-Ready Decks
- Part 9: Noxivision – How the New Wave of AI Video Tools Transforms MOA Storytelling
- Introducing AI-Generated Podcasts: Exploring the Benefits
- Podcast: Marketing in the Age of AI: Iguazu’s Noxivision Experiment
- Noxivision product website
Diana Real-Lage
Design Manager
About Iguazu: We are a digital agency specialising in delivering tactical marketing solutions to the healthcare and pharmaceutical industry.
