CMI Media Group partners with IBM Watson for ViiV Healthcare marketing

CMI Media Group this week announced a partnership with IBM Watson to use their Advertising Accelerator tool to boost their healthcare marketing efforts.

The Advertising Accelerator uses AI technology to predict ad units in real time and serve them with creative elements tailored to an audience. This includes factors such as specific marketing territory, device type and time of day.

Between Q4 2021 and Q2 2022, CMI leveraged IBM Watson’s program along with Lasso, an omnichannel platform, to deliver real-world measurements across programmatic channels for its campaign in support of ViiV Healthcare’s Dovato treatment for HIV reach.

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As a result of the partnership, the pharmaceutical company improved its relevance to digital ads, fostered deeper engagement with healthcare providers, and increased the total number of Dovato prescriptions on display. ViiV also saw a 40% increase in CTR compared to its previous benchmark and a 5.81% conversion rate across the company’s websites.

Cliff Covey, SVP of Digital Activation at CMI, said the IBM partnership is a “perfect extension” of the work the agency has done to further develop its capabilities and drive innovation with its healthcare clients.

“First and foremost it was a pilot project and the goal was to get the right message across to the right HCPs at the right time,” he said. “By bringing Lasso together so that we had targeted data and the dynamic creative technology, we were able to do some pretty neat things.”

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Covey said that CMI, a 2022 MM+M Agency 100 honoree, analyzed data from its first campaign with IBM to better understand the insights real-time creativity can bring to an HCP audience. He added that this technology allowed the agency to define cross-targeting while understanding what matters at the HCP level.

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There are also differences between HCPs, with Covey noting that an infectious disease HCP may be more concerned with mechanism of action or efficacy, while a nurse may be more focused on patient access or side effects. Knowing more about what the healthcare target is doing makes all the difference for pharma brand campaigns.

“This level of in-depth analysis of our audience means we’re not only driving deeper engagement from a media perspective, but we’re also able to learn more about our audience in real-time,” he said.

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