OCTOBER - 202019TECH OUTLOOK· Performance: Machine learning algorithms to create messaging performance scorecardStep 1: Start with Superior Messages"If there was ever a messaging dictionary, the most important word in that dictionary would be HEURISTICIZED," says Gaurav Kapoor, President of Newristics. So, what does it mean to heuristicize a message? "It means to scientifically curate the language in a message so that it talks to a decision heuristic of your customer," says Kapoor. Newristics has built a database containing 650+ decision heuristics and the academic literature behind each one. Using a simulation algorithm, Newristics can predict the top 20 dominant decision heuristics for any disease state and use them to heuristicize a brand's messages within days. Newristics creates up to 10-12 heuristicized alternatives of each message and uses machine learning algorithms to pre-score and prioritize them for brands. In 100+ studies, heuristicized messages have been proven superior to original messages, resulting in 2-3X improvement in many cases. Newristics has developed 100,000s of heuristicized messages for pharma brands that collectively generate $100+ billion in annual revenue.Step 2: Reinvent Message Testing--Faster, Better, Cheaper, EasierNewristics has developed several innovative ways to test messages with customers using its DSAT platform. Some entirely skip market research and use machine learning algorithms to analyze the language in messages and predict winners vs. losers. Others bend market research limits by testing 100s of messages in one study and identifying the best message bundles/story flow for each messaging channel in personal and non-personal promotions.Newristics helps brand teams compress the time, effort, and money they invest in message testing while simultaneously identifying the best message story flow for their omnichannel campaigns. Step 3: The Holy grail of Segment-level Personalized Message DeliveryPerhaps the most important value of Newristics' DSAT platform is the ability to execute segment-level personalized messaging. Newristics has a dedicated solution for segmenting customers based on decision heuristics and then creating a personalized set of messages for each segment based on its heuristics. Already have an existing segmentation and don't want to create a brand new one? No problem, Newristics can identify the dominant decision heuristics of your existing segments without new market research and deliver personalized message inventories for each segment.Over 80 percent of brands who have a segmentation don't use it for segment-based messaging because they are missing segment-level heuristics and the ability to write messages to heuristics. Newristics can bridge the gap between segmentation and segment-level messaging in a few weeks for any brand.Step 4: Measure to ImproveAdding to the uniqueness of Newristics' portfolio of solutions is its new machine learning-based system KRISTL. It uses behavioral science and artificial intelligence to score messaging for all brands in a category and create a message performance scorecard."With KRISTL, marketing teams can analyze the effectiveness of omnichannel messaging of all brands in a category without spending time and resources on market search," explains Kapoor. Unlike ATUs or message recall research that can only measure a few core messages for each brand, KRISTL can score 1,000s of messages and do it quickly because there is no market research needed. KRISTL evaluates the effectiveness of a brand's messaging in 3 ways--Brand vs. Competitors, Brand vs. Normative Database, Brand vs. Category Heuristic Drivers.Future Vision: Optimize the world's messagingAs a young eight-year-old organization, Newristics has quickly carved out a unique position for itself in the pharma industry with a long list of accolades. Newristics helps pharma brands bring better messaging to market while simultaneously reducing costs and timelines associated with the messaging cycle. Combining the power of behavioral science and AI, Newristics helps brands win in the market with optimized messaging
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