Welcome back to our AI-assistance series where we explore the cutting-edge integration of AI in pharmaceutical marketing!
In this fifth instalment, we embark on an exciting journey with our fictional product, Noxivision. By leveraging AI, we delve deep into market research preparation, analysis, and the artful crafting of marketing personas.
Don’t have time to read the article? Listen instead:
Market research preparation:
Imagine crafting the perfect set of questions effortlessly. That’s what we achieved using ChatGPT to prepare for our market research. This intelligent tool not only helped us design detailed profiling questions, but also tailored our market research queries with precision. This preliminary step, powered by AI, significantly cuts down on time and resources, enabling us to focus on what truly matters.
Using AI for market research prep can help you save time and budget on the prep work required. AI can easily adapt the questions to meet your needs.
Market research execution:
With our AI-crafted questions, we conducted a survey among 200 genuine UK residents via YouGov. Post-survey, we analysed responses from 39 datasheets, filtered by demographics such as; age, gender, and income etc. Although AI simulated responses for hypothetical profiles, nothing beats real human interaction. This phase reaffirmed the indispensable value of genuine participant data in market research.
AI can create fake profiles for participants and answer the marketing questions as these profiles, however, AI cannot substitute getting real market research data. This part of the process will always need to be done with real participants.
Data analysis:
The power of AI shone brightly as we used Excel GPT to merge and analyse data from multiple datasheets. This advanced plugin transformed a potentially weeks-long task into a swift and seamless process, providing us with a comprehensive database ready for interrogation.
AI is a great tool to quickly and efficiently analyse and combine large amounts of data. This step could take weeks if manually done by a team, as they will need to review and understand all the data before they can present this in an understandable way.
Persona creation:
From the rich insights gathered, AI helped us identify three key personas for our campaign:
Tech-savy Tim
30-40yrs old, higher income, issues with coding and gaming in low-light conditions.
Active Amy
50-60yrs old, middle income, issues with outdoor activities in low-light conditions and reading at night.
Concerned Carl
70+yrs old, lower income, issues with seeing in low-light conditions which makes it difficult to recognise people, walk around and read.
Using Midjourney, we brought these personas to life with dynamic images, further enhancing our campaign’s relatability and impact.
AI is able to take the analysed data from market research and create detailed personas based on this. These personas can then be tweaked to better fit your requirements. The AI assistance in this phase can again reduce the time and costs involved in having to create personas from scratch based on the data.
Marketing material creation:
Leveraging the distinct personas, we tasked AI with generating tailored content for various marketing materials. Our design team then used these insights to create compelling emails and promotional content, each resonating with the intended audience. (Read more about our AI-Assisted Midjourney Artwork)
AI can quickly help you create marketing materials that use the data and personas that have been created and targeted at any group of your choosing. Amends to the content and targets can be made with simple rewrites of the prompts in AI. This content has then been refined by the team and passed to design to create a finalised material.
Overall conclusion:
As with all AI-assisted work, it requires the team to refine the outputs into usable content, but the assistance from the AI can greatly reduce the costs and timelines of doing the different steps of the market research process.
The use of AI imagery on marketing materials would require a disclaimer to make people aware that the images have been generated, but this is not much different to the disclaimers required on real images used when the people used are models rather than real patients.
Join us next time as we continue to uncover the potentials and pitfalls of AI in this rapidly evolving field!
Contact Iguazu to see how we can help you with your Market Research journey
AI Tools used: ChatGPT, Midjourney & ExcelGPT
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
David Pinto
Senior Project Manager
About Iguazu: We are a digital agency specialising in delivering tactical marketing solutions to the healthcare and pharmaceutical industry.
