Orchard unveils AI personas for pharma marketing

The tool is designed to shorten the research cycle from months to days, giving teams a way to test and refine communications before they reach the market

Orchard has launched AudienceIQ, an AI tool that creates synthetic patient and clinician personas to help pharmaceutical marketing, medical and market access teams test ideas, messaging and materials against evidence-based audience profiles.

The tool is designed to shorten the research cycle from months to days, giving teams a way to test and refine communications before they reach the market. Orchard positions AudienceIQ as a faster alternative to relying on assumptions or conducting conventional research only once during a campaign.

AudienceIQ uses research to model audiences

AudienceIQ draws on published research, public datasets and conversations with patients and clinicians to create detailed personas across audience segments. It also maps audience journeys, allowing teams to assess positioning, messaging, creative concepts, existing materials and responses to specific objections.

Teams can use the tool to explore how different audiences may think, feel and act in response to communications before those materials go to market.

Pharma teams can add proprietary research

Clients can also add their own research to augment the AudienceIQ personas. Orchard says each client’s data is stored in a separate secure, access-controlled workspace and is not shared between clients or projects.

Wai Kwok, CEO, Orchard: "It's no longer enough to say you're putting patients at the centre of a decision. You need the evidence to show you have," said Orchard CEO, Wai Kwok.

"That used to mean one study a year, built into one campaign, and left alone until the next one. Marketing doesn't work that way anymore: more channels, more competitors, content that never stops. AudienceIQ is how we keep the evidence moving at the same pace. Teams test earlier, learn faster, and Orchard is building the tools to get them there."

Orchard links AI launch to patient-centred care

The AudienceIQ launch followed Orchard’s NEXT Australia panel, AI and Patient-Centred Care: What's Actually Working in Australian Pharma. The event brought together Darran Foo, chief medical information officer at Heidi; Professor David Thomas, chief science and strategy officer at Omico; and Mikaela Crimmins, chief strategy officer at Orchard.

The panel examined AI’s role in patient-centred care, bringing clinical, trial and commercial perspectives to the question of whether AI is improving patient-centred approaches or creating additional gaps.

www.orchard.com.au

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