Next Best Engagement Recommendation System

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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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