However, clinically its usage has been limited to seizure detection. One main bottleneck of the conventional EEG system is that it requires specialized EEG technologists to set and, therefore, not readily available. Ceribell not only makes clinical EEG readily available but also uses AI to interpret the EEG. In Oct 2019, Ceribell gained the first FDA-cleared AI-based algorithm to detect seizure burden. What is next? Can EEG be a vital sign for the brain and a biomarker for more drug discovery?
First, the COVID-19 pandemic has significantly accelerated the shift from personal selling to digital promotion, paralleling the rapid growth of Telemedicine. Pharmaceutical Sales Representatives are now systematically excluded from physicians’ offices due to health concerns, so developing messages to be delivered through in person visits needs to be replaced with a focus on the development of more fluid, yet more demanding, digital communications.
Second, recent years have seen an increased application of the Behavioral Sciences to message development. Behavioral Economics in particular has contributed to our understanding of how physicians actually diagnose and treat, thus providing an opportunity for us to better match our promotional messages to these realities.
Against this backdrop, Dr. Vanderveer will outline the need for “dynamic messaging,” i.e., the development of a “story” for the product which morphs its focus as a physician proceeds through the Awareness, Interest, Trial and Usage stages of product adoption.
Relatedly, by sharing the latest thinking derived from the Behavioral Sciences, he will also describe how promotional messages must first sell to the Executive Mind, and then shift their focus to training the Habitual Mind. Here the focus is not on influencing prescribing decisions, but rather the development of prescribing habits.
Participants will leave this session with a firm understanding of a six step Habit Development Model, and how to employ this framework to guide their development and evaluation of promotional messages.
They will reflect on their experiences partnering with global market research clients to develop and deliver these solutions, focusing on where it is best to leverage AI.
The key takeaways within the presentation will address 2 key questions:
Is AI really worth it? What applications have we used, how it benefited our clients, and what were the pain points along the way?
What caveats should you be aware of if you are going to implement the methods discussed in your research tomorrow?
This approach supports new marketing paradigms that help drive long term growth well beyond the initial positioning and trial period by managing the habits that drive most behavior can be studied and disrupted.
This session will cover the role habits play in HCP behaviors, the habit components, and Behavior Change Plans. We will also review two case studies with our clients who implemented this technique. Each client will discuss their brand situation and how the insights were used within their organization.