Real Chemistry has launched artificial intelligence tools for healthcare commercialization, continuing its embrace of technology tipped to transform biopharma marketing.
The agency used proprietary and third-party data, large language models and orchestration platforms to create the AI offering. Branded Anatomi, the offering integrates AI across marketing, medical affairs, communications and media workflows to give Real Chemistry and its clients industry-specific tools for healthcare commercialization.
Real Chemistry is pitching Anatomi as being tailored to the “regulatory complexity, therapeutic nuance and real-world market dynamics that shape the commercialization journey.” Data are ingested and stored in a “highly controlled and compliant way,” the agency said.
The focus on how the tools are tailored to healthcare brings Real Chemistry’s expertise to the fore at a time when generalist AI technologies threaten to expand what clients can do without agencies. While Real Chemistry is privately owned, the publicly traded agency Omnicom has warned investors that its services could become less attractive if clients develop their own AI-related capabilities.
Anatomi includes tools customized for healthcare communications, including market trends analysis, media activity reporting, reporter briefing and executive communications planning and execution. The suite also supports advertising and marketing workflows, covering brand strategy development, cultural trends mining, content creation and FDA compliance risk evaluation.
The offering, which Real Chemistry aligned with its 25th anniversary, continues the agency’s efforts to integrate AI into healthcare commercialization. Last year, the agency created an AI tool to help clients make sense of the flood of untitled letters issued by the FDA. Real Chemistry has also touted its use of AI to make information on flu vaccines persuasive, accessible and motivating amid falling vaccination rates.
Last month, the agency unveiled a collaboration with Amazon Web Services to advance its AI-powered omnichannel orchestration engine. Real Chemistry framed the engine as a key component of its media unit, which it recently transformed through the integration of Spring & Bond and Greater Than One into its legacy practice.