Arteric Explores Current Uses of Artificial Intelligence and Machine Learning to

Accelerate Digital NPP Engagement for Biotechnology and OTC Brands

Arteric Shares Case Studies with Life Science Leaders, Illustrating Methods to Increase the
Relevance and Authority of Brand Content.

Summit, NJ, March 14, 2019 --(PR.com)-- Brands are failing to effectively engage their customers.

Half of B2C consumers reported that brands could do a better job of engaging them. Irrelevant brand
content is a major issue - 51% of B2C consumers and 34% of B2B consumers state that brands send them
too much immaterial collateral. Given that 98% of organizations apply a documented, well-defined
engagement strategy, these failures indicate that marketers must improve their targeting strategy.[1]

These issues were addressed on March 7 at the Future of Customer Engagement, which is part of Arsenal
Advisors' Life Science Leader Summit (LS2) series of conferences. This gathering was held at the
Harvard Club, located on the Harvard Medical School campus. Attendees included marketing executives
from device, pharmaceutical, and biotechnology companies. The thought leaders who executed the
conference's agenda included Arteric President and Chief Strategist Hans Kaspersetz, who shared how
Arteric leverages AI to identify unmet audience needs and other insights that are invisible to conventional
market research.

In his presentation “AI — Super Hearing for Healthcare Marketers. Detecting Weak-but-Important
Signals of Customer Behavior,” Mr. Kaspersetz discussed the evolving digital challenges that marketers
face while sharing anecdotes from his exploration projects and the results from the practical applications
of AI in 2 case studies.

The first case study describes how a blockbuster prescription brand uncovered multiple opportunities to
more effectively connect with its target audience and tell a richer story. As a result, organic growth
increased 202% year over year.

In the second case study, AI-analysis of more than 250,000 customer searches enabled a leading OTC
cold, cough, and allergy brand to identify a new audience demographic. The insights contributed to the
brand exceeding its business goals for 2 years running.

The Future of Customer Engagement provided for exceptional levels of meaningful and transformational
dialogue. As Mr. Kaspersetz described, “The discussions were remarkable for their depth of thought and
for the breadth of industry expertise. The sessions' roundtable format inspired conversations that
contextualized how we connect with patients, payers, and healthcare professionals in ways that would
have been impossible in the recent past.”

Frank Dolan, CEO of Arsenal Advisors, discussed the impact of Mr. Kaspersetz's session. “Interest in
artificial intelligence as a tool to enhance the quality and the duration of audience experience with a brand
has reached a fever pitch in the life science industry. Every leader is obsessing over two challenges:

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rethinking the tools and techniques that their campaigns have utilized to date, and how to discover and
evaluate new ways to fulfill their mission to serve patients. We were excited to have Hans join an elite
group of life science executives at the Harvard Club to lead us through a robust discussion on the future
of customer engagement.”

The role of AI in developing marketing strategy is increasing. As Mr. Kaspersetz explained, “AI is
steadily moving from the fringes of campaign practice toward the center. What's lagging is guidance on
when and how to apply AI. By leveraging AI since 2016, Arteric's strategy team identified (1) the criteria
that make business problems appropriate for an AI solution and (2) the elements of success for marketing
teams. The beauty of participating at an LS2 event is that the audience provides perspective that enhances
Arteric's focus and creates a new context for all attendees. Frank is an exceptional organizer who
consistently gathers a world-class group of thought leaders. It's among the reasons why I'm grateful to
partner with Frank Dolan and Arsenal Advisors. I look forward to contributing at future events.”

Work With Arteric

For 2 decades, Arteric has helped pharmaceutical brands, biotechnology brands, and medical device
manufacturers transform leading-edge technology into competitive advantage. Contact Hans Kaspersetz
at 201.546.9910 to advance your brand with personalized marketing solutions that work everywhere,
every time.

About Arteric
Arteric is a pharmaceutical and biotechnology digital marketing agency renowned for its expertise in
digital brand strategy, software engineering, data, search engine optimization, search engine marketing,
CRM, and analytics. Arteric is the digital agency that will propel your clinical trials recruitment,
premarket shaping, disease state education, brand launch, or brand revitalization forward with digital
insights and execution that cannot be matched.

Reference
[1.] The State of Engagement. 2017. San Mateo, CA: Marketo.
https://www.marketo.com/analyst-and-other-reports/the-state-of-engagement.

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Contact Information:
Arteric
Daryn Henry
201-546-9910
Contact via Email
https://arteric.com

Online Version of Press Release:

You can read the online version of this press release at: https://www.pr.com/press-release/779879

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