Gen AI-powered, end-to-end content generation sets a new standard in the healthcare industry. In healthcare marketing, personalization is key. However, our client, a leading global pharmaceutical company, struggled to craft tailored content at scale for diverse audiences worldwide. To put customers first, they sought an innovative solution from Publicis Sapient to efficiently create and deliver personalized content globally. With such an immense global scope spanning hundreds of markets and products, the company needed leading-edge tools that not only streamlined messaging and marketing but could also deliver cost savings in an era of budget tightening.
The company faced various challenges in content production. Their outdated outsourcing approach resulted in long lead times, making it difficult to keep up with the demand for personalized content. It was a constant struggle to provide fresh, audience-specific messaging for all their brands across different channels and markets, especially outside the U.S. Meanwhile, the company aimed to repurpose existing content and utilize customer data to tailor messaging, but their current setup made it nearly impossible to adapt. They recognized the need for a transformational solution to their content operations if they wanted to stay competitive and achieve their goal of becoming a customer-centric organization.
Publicis Sapient utilized a groundbreaking platform called AskBodhi—offered as a SaaS-based API—to swiftly deploy a scalable generative AI solution for personalized marketing content generation. This accelerated launch allowed for ample time for refinement, empowering teams to focus on other strategic initiatives. The generative AI solution provided tools for international expansion, content localization, and efficient repurposing of banners, emails, and DSPs. It enabled image recommendations, end-to-end campaign generation, and translation for regional content replication.
The architecture uses AWS services like Amazon CloudFront, API Gateway, and VPC, with a network load balancer directing traffic to microservices on Amazon EKS, managed by an Istio ingress controller and FastAPI. AWS Bedrock integrates AI models like Claude Haiku and Claude Sonnet for content generation, image recommendations, translations, prompt refinement, and classification. Embeddings models and a vector database using AWS Aurora enable efficient similarity searches, enhancing recommendation systems and personalized content delivery.
By leveraging generative AI and AskBodhi, our client was able to address their challenges head-on with innovative tools that not only modernized content production but also set new industry standards for creating and delivering highly personalized content to customers.
Publicis Sapient's AskBodhi platform and generative AI marketing tool have proved to be game changers for our client and AI-driven content marketing. Together, they have unlocked the potential of personalized, scalable content while delivering multifaceted benefits that set the company up for long-term success: