Understanding which campaign messages change physician behaviour

Our client needed to know whether their communications campaign for a haematology brand was doing more than getting noticed. Were the messages actually shifting how physicians thought about the therapy and giving them more confidence to prescribe it? They wanted more than a report card on what had happened: they wanted clear direction on what to do next.

We paired traditional campaign evaluation research with AI agents trained on the research findings, so the team could interrogate the results from any angle they wanted. The agents pressure-tested message performance, surfaced hidden barriers and helped the client form hypotheses about what to refine. The result was a clear view of what was worth keeping and where future activity could be improved.

The client came away with clear direction for the next round of activity: which messages were doing the heavy lifting, where credibility or relevance needed strengthening, and how to better support physicians in the moments that mattered. And because the AI agents stayed available beyond the final report, teams could keep exploring the findings as new questions came up.