Arteric
Mavens of Digital Healthcare Marketing

“Longevity in business is about being able to reinvent yourself or invent the future.”—Satya Nadella, CEO of Microsoft Corporation

Digital technologies are continually changing, and organizations must either adapt or die. For more than 20 years, Hans Kaspersetz has been helping organizations adapt and thrive. A passionate technologist, Kaspersetz foresaw the importance of sophisticated digital marketing solutions. In 1999, he founded Cyber X Designs to assist organizations in healthcare, finance, aerospace, and other industries. He soon narrowed his focus to the healthcare sector, where connecting health organizations with patients turned out to become the need of the hour. So he rebranded his company. Thus, Arteric was born—with total commitment to providing the best digital solutions to healthcare marketers. Arteric supports the marketing teams of pharmaceutical companies, medical education and research organizations, and advocacy groups by providing them with some of the most reliable and comprehensive market strategy programs, along with expertly developed websites and mobile and web applications.

Today, in the midst of the COVID-19 pandemic, Arteric is playing a critical role in connecting healthcare organizations with their patients. The healthcare marketing sector is undergoing extreme changes, with the emergence of no-see and limited-see physicians. Adapting to this change can be challenging for patients and healthcare institutions alike. In this trying time, Arteric is utilizing its expertise and technological capability to help healthcare organizations seamlessly integrate the best solutions and facilitate the seamless flow of information between the care providers and the patients.

As Arteric’s president and chief strategist, Kaspersetz understands the intricacies of information technology infrastructures. Thus, Arteric carefully chooses the best strategy for software integration, to meet the client’s specific requirements. “We are aware of the nuances that drive successful technological integrations, and this knowledge enables us to integrate the best solutions for our clients,” says Kaspersetz.

To optimize the efficiency of a client’s digital marketing strategies, Arteric leverages the proven Veeva solutions, namely Vault, CLM, and Engage.

With Veeva Vault, pharmaceutical and medical clients can efficiently store all their approved data and content. Veeva CLM allows sales reps to target the right healthcare providers, create tailored interactions, and automatically record call data. Veeva Engage enables clients to provide approved medical content to patients. Thus, Arteric can give its clients robust capabilities across the entire spectrum of digital marketing: from SEO analytics to in-person communications.

We are aware of the nuances that drive successful technological integrations, and this knowledge enables us to integrate the best solutions for our clients

To enhance these functionalities in digital marketing, Arteric has developed tools driven by artificial intelligence and machine learning. “The power of AI technology enables us to incorporate content analytics and thematic analysis into our processes,” says Kaspersetz. Arteric leverages content analytics to match content with the interests of specific audiences. Thematic analysis, on the other hand, enables the company to identify language patterns and draw key insights from audience interaction transcripts, search results, and notes. Equipped with these robust AI-powered analytics tools, Arteric builds engaging customer experiences across various client platforms.

As a testament to Arteric’s versatility, Kaspersetz cites an instance when Arteric worked with the medical information team of one of the top 10 global biotech firms. Although the firm had a database and website to deliver scientific response letters (SRLs), its system was built on outdated technology that lacked automation and analytics capabilities. As a result, the process was labor-intensive and led to extensive operational costs. So the firm sought out Arteric to modernize its entire medical information system. After ensuring that all SRLs were live in Veeva Vault, Arteric developed a new website with a built-in, customized search engine, which streamlined the delivery of SRLs directly from the Vault in response to physician search patterns. Within a short period, the client began witnessing remarkable results. The cost of management dropped by 50 percent, along with the cost of maintenance.

This case study is but one instance where Arteric has enabled healthcare companies to significantly enhance their time to market and achieve cost-effectiveness. Propelled by such tailwinds of success, Arteric is firmly establishing its presence across the United States and incrementally expanding into additional markets across Europe, Australia, and Japan. “Looking down the road, we are going to invest in big-data analytics and greatly advance our content-analytics engine and thematic-analysis tools for the benefit our clients,” concludes Kaspersetz.