Dynamic Insights: How Swoop Piper Accelerates Innovation in Pharma Marketing

By: Romain Bogaerts, VP Product

In the fast-paced world of healthcare marketing, timely insights can make or break a campaign. 

Healthcare marketers are likely using generative artificial intelligence (GenAI) to write first drafts or read measurement reports – but there’s so much more GenAI can do to speed up campaign cycles and improve brand connections with patients and healthcare providers (HCPs). 

Swoop Piper, our GenAI platform, is transforming how pharma marketers interact with their data, providing instant answers to critical questions, and accelerating decision-making processes. Enabling marketers to gain deeper audience insights, validate gut instincts, and make data-driven decisions with unprecedented speed and accuracy.

The Challenge: Time-Consuming & Inflexible Audience Research Methods

If your team is using two-year-old segmentation analysis before your drug launches to prepare planning, you’re not alone, but you are probably struggling to connect effectively with your ideal patients and HCPs. 

The timelines for gathering together focus groups, generating campaign creative, getting approvals, and building audience segments could take six people over a year to finish — taking precious time and resources away from other brand projects. Coordinating personalized messaging for both HCP and DTC audiences across all channels gets complicated quickly. It can be inefficient and, more importantly, not effective.

At Swoop, we wanted to turn the traditional methods for learning about your audience on their head, and look at who brands are actually targeting today and put healthcare marketers directly in touch with those audiences. 

The Solution: Swoop Piper Built by Healthcare Audience Experts for Healthcare Marketers 

As an industry leader in segmentation and audience creation, Swoop saw the need for healthcare marketers to connect with their audience faster to improve campaign performance, experiment quickly, and make better business decisions. Swoop Piper harnesses the power of GenAI to create a suite of AI Assistants that act as digital focus group members. So now, marketers can ask AI-generated Karen, George, Max, Darren, and Lindsey how they feel about their interactions with physicians or which TV shows they prefer. The AI Assistants can serve as digital focus group members, enabling marketers to make strategic decisions with unprecedented speed.

We want to offer marketers advanced tools for engaging with their data, enabling more efficient and impactful strategies in healthcare marketing. To implement AI successfully, each company will need great tech partners and an innovative culture.

Engage Digital Focus Groups

When preparing to launch a treatment, marketers access numerous sources of qualitative and quantitative data to research potential audiences, making it incredibly difficult and time-consuming to synthesize this into coherent targeting and messaging insights. Segmentation exercises can disconnect you from your actual target audience, creating more noise than insights. Whether using old data or combining unrelated sources, obtaining trustworthy, understandable information is tough.

Swoop Piper connects brands directly to active audience data, not outdated data sources, allowing dynamic interaction with patients and prescribers. Instead of sifting through disconnected datasets, you can directly query your target audience and receive instant answers. This empowers marketers to better understand audience preferences for channels, messaging, and creatives, while also gaining insight into patients’ challenges and their interactions during the journey.

Swoop Piper bridges the gap in traditional market research where segmentation is disconnected from targeting. Marketers will receive multiple objections, answers, and creative judgments from the digital focus groups. And although this should not replace traditional focus groups, these insights will enhance segmentation efficiency and strategy.

Imagine spending months on data analysis, creative copy, and setting up focus groups, only to have few participants reject your content. Swoop Piper doesn’t replace focus groups but reduces risks during a marketer’s journey by offering dynamic insights from real data via GenAI, allowing for cost-free iteration and refinement before focus group meetings. This proactive approach prepares marketers for potential pushback, ensuring more effective targeting.

Our dynamic interface helps refine media strategy based on actual audience reach, rather than idealized profiles. Understanding who your ads target optimizes focus groups and market reports. Early testing with an AI Assistant built on brand-specific data allows for rapid testing, learning, and iteration, streamlining multi-channel audience complexity.

Create a Culture of Innovation 

While Swoop Piper's technological capabilities are impressive, its true power lies in its ability to foster a culture of innovation within your organization. To adopt AI tools as a team, your business culture needs to support experimentation, innovation, and accepting failure. Brands that make innovation part of their DNA will become more creative and better connected with their audiences, but not everyone on your team will be ready to adopt GenAI at once. Some people adopt new technologies into their work and personal life much faster than others. Furthermore, adoption will also depend on the need — how much each role actually benefits from GenAI outputs. As a simple example, folks who write a lot will more quickly create their first draft and be able to focus more on strategy.

To foster a culture of innovation, companies need to start by finding the tech-savvy team members who are drawn to having fun with AI in their own time. Identify the internal champions. These champions need to be empowered to build out and share their ideas. This will enable organic training within the organization. The key is to create excitement as your early adopters share their lessons with the team. Building a culture of experimentation requires celebrating and encouraging testing and learning, regardless of immediate outcome. At Swoop, we are dedicated to connecting our AI tools into both our cultural ecosystem as well as our tech stack. Our teams are encouraged to use AI every day and share their experiences in our weekly AI Guild meetings. Swoop has also set up an internal AI contest, which challenges team members to think of new innovations and work together to solve bigger healthcare problems. 

Evolve faster with GenAI 

Well-executed campaigns can improve health outcomes: raising awareness about rare diseases, promoting healthy behaviors, helping increase early diagnosis, and educating patients about coupons to improve access to treatment. Healthcare marketers need to be able to test ideas, talk to their audiences, and create personalized assets to build these impactful campaigns. By transforming data into dynamic insights, brands can accelerate decision-making, fuel omnichannel marketing strategies, and deliver better  personalization, coordinated messaging across all channels. 

Swoop Piper can empower team members to be more analytical and more creative, and get them over the fear of the blank page or analysis-paralysis. Swoop Piper makes it easier to take that first step for healthcare marketers everywhere. With its incredibly intuitive interface, dynamic capabilities, and user-friendly design, Swoop Piper offers a seamless and engaging experience that adapts to the evolving needs of healthcare marketing professionals.

There are so many problems to be solved to improve healthcare, and AI can only help us solve them faster and better. We want to empower marketers with a culture of innovation and the tools they need to evolve faster and more efficiently, leading to a better future for us all.