Real Chemistry has created an artificial intelligence-enabled platform to improve a manual, fragmented stage of the omnichannel marketing process.
The product, MaestroHCP, grew out of recognition of a limitation of next best action decision engines, Elizabeth Beringer, president of Real Chemistry Media, told Fierce. Drugmakers have developed the tools to inform where sales reps focus their time. However, Beringer said the engines miss the nuance of non-personal promotion.
“We had a client where the next best action engine said, ‘hey, this doctor should go to the website and read about efficacy.’ However, we can't say, ‘hey, doctor, go to the website,’” Beringer said. “We need to fill in all of the gaps of which channel is going to be most likely to get the physician to come to the page.”
Real Chemistry designed MaestroHCP to help fill in those gaps. MaestroHCP handles “the last mile between a next best action decision engine and all of the media investment, CRM—the other channels that can be orchestrated through partners, like the publishers that we're working with,” Beringer said.
The product has optional AI capabilities. The AI-powered engine “makes real-time decisions about which channels, which tactics, which creative combinations are going to move the needle,” Beringer said. While Beringer has “great confidence that [the AI engine] will outperform traditional one-to-many sequence setup,” MaestroHCP supports marketers who have reservations about trusting the technology.
“One of the biggest criticisms I always hear is, ‘I don't know what's in the black box. I don't know what the inputs are. I don't know how to fine-tune it,’” Beringer said. By supporting traditional sequence setup and allowing users to apply AI to individual steps in the journey, Beringer believes MaestroHCP can help build trust in the technology and drive increased use of the AI-powered decision engine.
Real Chemistry has developed the product with Amazon Web Services, creating two models that clients can use with MaestroHCP. Clients have the option to use their own AI models in MaestroHCP. Real Chemistry’s models are “truly custom,” Beringer said, not just relabeled versions of a tool such as Claude, and the team continues to improve orchestration.
“We’re really fine-tuning the investment decisioning and making sure that we have the ability to do more with less,” Beringer said. “More and more pharma marketers are coming to us and saying, ‘hey, we're being asked to keep our budget flat but produce more revenue. How can you help us do this?’ And Maestro is definitely one of our biggest answers right now.”