Graphene AI made a healthcare company client stop spending on advertising

Category: Technology

A healthcare company client in North America faced a sudden decline in sales for their medication. The company’s TV ads for their medication were temporarily taken down due to budget constraints. This prompted questions such as whether there was a relationship between the ads being taken off-air and a decline in sales, and how long it would take the client brand’s business to return to its original levels. Because of this, the client contracted GrapheneAI to undertake a study using AI insights to tackle the issues. The AI found that while TV drove spontaneous mentions and chatter about the brand, it had no impact on any message recall or positive perception change with both patients and healthcare companies. The AI further discovered that the main reason for the poor demand for the drug among healthcare companies was concerns about the need for continuous patient monitoring, contrary to what the company sales force had told them. It also indicated that patients were suddenly cautious about the drug because lawyers were advertising class action lawsuits against the drug due to some safety concerns. These insights helped our healthcare provider client make a more informed judgment, and instead of investing more money in advertising, they diverted their budgets to the more fundamental issue with the drug.