Home / Intelligence / Case Studies / Next Best Engagement Recommendation System
Client Situation
A large biopharma customer wanted to optimize their digital channel strategy and outreach to most effectively engage with HCPs
Trinity’s Role
- Trinity developed an AI solution that predicts the next best digital channel, content and cadence to engage with individual HCPs
- Although originally created for one brand, the technology and AI model was crafted so that it could be scaled and easily configured to add different criteria and datasets
- After success with the initial brand, Trinity expanded the solution to direct efforts for 5 brands and 4 additional channels, integrating with multiple activation vendors
and agencies
Project Outcomes
The Next Best Engagement (NBE) model implementation for digital platforms resulted in a ~22% lift in engagement (weighted) across digital platforms. This solution included:
Feature
Engineering
- Scaling
- Normalization
- Missing value imputation
- One-hot encoding
- Embedding Vectorization
Business Rule Implementation
- No repetition of touchpoints in consecutive weeks
per prescriber - Skip list
- Prescriber should have only one touchpoint per vendor per week
Model Training & Deployment
- Model training
- Model experimentation and registry
- Hyperparameter tuning
- Model deployment via data pipeline
- Process logging
Model Scoring & Monitoring
- Model weekly runs
- Incremental training
- Model drift detection
- Re-training
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