SOUND Healthcare Communications, a leading healthcare communications company and part of the Medical Knowledge Group of Companies, announced the launch of PerspectivX™, a proprietary artificial intelligence (AI) platform designed to transform how campaign concepts are evaluated. This innovative AI platform simulates real-world feedback from healthcare professionals (HCPs) by analyzing campaign concepts through AI-based personas derived from audience insights.

Developing and testing campaign concepts during market research is an expensive and time-consuming process. PerspectivX™ addresses this challenge by providing fast and valuable data-driven feedback before market research begins, allowing brand teams to invest their resources in the testing of the concepts with the greatest potential for success.

"Your campaign concept is your identity and introduction to the world, so it's critical that it resonates with your target customers," said Kristen Pilkiewicz, EVP, Executive Creative Director at SOUND Healthcare Communications. "PerspectivX™ gives our clients confidence in their content decisions by evaluating concepts through the lens of each AI-derived HCP persona's unique attitudes, beliefs, and cognitive filters, enabling our clients to optimize campaigns with unprecedented precision and efficiency." The AI platform analyzes campaign concepts—including the messaging, visuals, and layout—against the AI-derived HCP personas developed from real-world quantitative and qualitative behavioral data. Each concept receives a score, with detailed rationale for the rating and data-driven recommendations for optimization. PerspectivX™ can be deployed at multiple stages of campaign development:

• Prior to market research to vet and prioritize concepts for brand launches or campaign evolution.
• To enhance traditional market research when budget and time are limited.
• Retroactively on existing in-market campaigns to inform areas of improvement.