Transforming HCP practice engagement with PIRL® AI

In a competitive market, increasing adoption of the client’s diagnostic and treatment solutions posed a significant challenge, with traditional outreach methods such as cold calling yielding a conversion rate of just 0.2% (1 in 500 leads). The goal was to engage 180,000 low-engagement or lapsed practices across four key regions by delivering actionable, market-specific insights to optimise practice engagement and dramatically improve conversion rates.

We used PIRL®, our proprietary AI software, to analyse practice behaviour, engagement patterns, and market activity to identify opportunities within the sector. The insights revealed that high-propensity practices were under-engaged due to misaligned outreach strategies, and market dynamics varied significantly, with each region requiring distinct engagement approaches. This provided the clarity needed to design a highly targeted, data-driven approach to revitalise engagement and drive adoption of advanced solutions.

The solution combined cutting-edge technology and tailored omnichannel strategies to address the market’s unique challenges. AI-driven propensity scores ranked practices by their likelihood to adopt solutions and customised omnichannel strategies were developed for each market. Regional preferences and behavioural insights were considered, seamlessly integrating the data into existing CRM systems for actionable follow-up. The approach was validated through a pilot cold calling initiative, using PIRL® insights to target high propensity customers.

The results highlight the effectiveness of this innovative approach. A targeted cold calling exercise achieved an immediate uplift in conversion rate of 1 in 100 leads (1% conversion), a 5 times improvement on previous methods even before implementing the broader omnichannel strategy. The PIRL® insights and tools have created a scalable framework for ongoing engagement, to deliver measurable ROI and improved market penetration at scale.