With the growth in clickless search and screenless interfaces, brands must prepare for a world where their content must match the query intent and lexical preferences of specific audiences. Machine learning aided analysis of large sets of search data can accelerate the discovery of those insights and help brands engage more effectively with their audiences.

1. AI - Super Hearing for Healthcare Marketers.
Detecting Weak-but-Important Signals of Customer Behavior
Presenter: Hans Kaspersetz

3. @hanskaspersetz

6. 6https://www.fiercebiotech.com/medtech/fda-approves-diabetic-retinopathy-detecting-ai-algorithm
FDA-ApprovedAIMedical
Device:April20181ST
Automated detection of diabetic retinopathy

7. 7
IDx-DR AI Diagnostic System
Retinal image
analyzer
IDx-DR AI
algorithm
2 diagnoses
positive/negative

8. OF WEB BROWSING WILL BE
DONE WITHOUT A SCREEN1
30%
BY 2020
1. Gartner. https://www.gartner.com/smarterwithgartner/
gartner-predicts-a-virtual-world-of-exponential-change/
2. CNBC. https://www.cnbc.com/2019/02/01/idc-2018-smartphone-
shipments-worst-year-ever.html
SHIPPED WORLDWIDE2
1.38BILLION
YOY1.9%

9. Cisco Visual Networking Index: Forecast and Trends, 2017–2022
https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html#_Toc529314188
Internet traffic on smartphones continues to grow
GLOBAL
INTERNET
TRAFFIC
2017 2022
23%
49%
50%
19%

10. 1. DRG Digital. http://www.drgdigital.com/ebooks/paging-dr-siri-physicians-and-the-rise-of-voice-assistants
2. DRG Digital. https://www.prnewswire.com/news-releases/siri-and-alexa-are-already-changing-how-europeans-get-health-info-drg-
digital--manhattan-research-data-show-300612321.html?tc=eml_cleartime
23%
DISEASE DIAGNOSTIC
DOSING CLINICAL INFORMATION
17% EU52
24% SPAIN2
OF U.S. PHYSICIANS REPORT
USING A VOICE ASSISTANT1

11. 1. MEL. https://marketingland.com/google-io-177651
2. GWI. https://blog.globalwebindex.com/chart-of-the-day/1-in-5-using-voice-search-on-mobile/
OF ALL MOBILE QUERIES
MADE VIA VOICE20%
@hanskaspersetz
1,2

12. @hanskaspersetz
41%
EMEA
1. IR. http://www.insideradio.com/free/smart-speakers-reach-critical-mass-with-penetration/article_e18576c4-124c-11e9-85b9-2bd2f048ecc9.html
2. IDC. https://www.idc.com/getdoc.jsp?containerId=prEMEA44576018
3.3 MM DEVICES SHIPPED
OF U.S. CONSUMERS NOW OWN
A VOICE-ACTIVED SPEAKER1
Q3 2018
116.7% GROWTH YOY2

13. 10RESULTS
vs 1RESULT
Position
0

14. Wall Street Journal. https://www.wsj.com/articles/googles-featured-
answers-aim-to-distill-truthbut-often-get-it-wrong-1510847867
2.6% ERROR RATE
GoogleHasPickedanAnswerforYou—
TooBadIt’sOftenWrong

15. OF GOOGLE ASSISTANT SEARCHES ARE
EXPRESSED IN NATURAL LANGUAGE
70%
vsKEYWORDS
NATURAL
LANGUAGE
WHAT DOES ASPIRIN COST?
Google. https://blog.google/products/assistant/your-assistant-getting-better-on-google-home-and-your-phone/
COST ASPIRIN

16. Complete a TaskAnswer a Question

17. REAL SEARCHES
55,000
QUESTIONS
1,700
ANALYZED QUESTIONS
175
RELEVANT PATIENT &
HCP QUESTIONS
235

18. TIMES…
110BRAND APPEARED

19. QUESTIONS ANSWERED ACCURATELY
4BUT, ONLY
80 person-hours

20. HighlyTargetedContent
IncreasedEngagement
INCREASE IN AVG.
SESSION DURATION
INCREASE IN
PAGES/SESSION
DECREASE IN
BOUNCE RATE

21. CoupledWitha360°SearchStrategy
INCREASE IN SESSIONS
YEAR OVER YEAR
INCREASE IN
PAGE VIEWS
INCREASE IN
NEW SESSIONS

23. 250,000REAL SEARCHES
ANALYZE

24. LimitationsofHumanAnalysis
VOLUME PATTERNS

25. MachineLearning

26. Arteric’s LGF Artificial Intelligence Platform
MACHINE LEARNINGNATURAL LANGUAGE
PROCESSING SEMANTIC ANALYSIS
LANGUAGE CLASSIFIERS
TRANSLATORS
Development Started 2017
ANALYZE
SEARCH
BEHAVIOR

27. SEARCHES
250,000 IN MINUTES
2.5

28. The Dirty Little Secret
of Data Science

29. OptimizedDigitalCampaignStrategy&Execution
GROWTH IN EMAIL
LIST SUBSCRIBERS
TO 220,000
EXCEEDED REVENUE
FORECAST BY

30. When brands align their language with audience preference
Engagement increases

31. Arteric’s WEE
word-embedding
analysis engine
Compare the topical strength of a
brand’s to that of competitors
Analyze relative
content authority

32. Push the Boundaries in:
Hans Kaspersetz
hans@arteric.com
arteric.com/ev19
Clinical trial recruitment
Premarket shaping
Disease education
Brand launch
Brand revitalization
Digital strategy
SEO/SEM
UX/design
Web development
Data/analytics
CRM/Veeva
Social media
201-588-7929

33. Appendix

34. FDA-approved devices, apps, and algorithms
Therapeutic Area Approved (2018) Company Product Application
Diabetes March Medtronic Guardian™ Connect
CGM System
Continuously measure patient glucose levels
and predict changes
Cerebral
disease
August Aidoc Aidoc Identify and triage suspect intracranial
hemorrhage
Cerebral
disease
May Neural Analytics Inc. NeuralBot™
transcranial doppler
imaging system
Diagnose brain-health disorders , eg, acute
ischemic stroke, subarachnoid hemorrhage
Cardiovascular
disease
September Apple Apple Watch ECG app Monitor for presence of atrial fibrillation
(AFib) or sinus rhythm
Urinalysis July Healthy.io Dip.io smartphone app Monitor kidney disease, urine tract infections,
prenatal health
Guardian™ Connect CGM System is a trademark of Medtronic.
NeuralBot is a trademark of Neural Analytics, Inc.
Apple Watch is a registered trademark of Apple Inc.
Dip.io is a trademark of Healthy.io Ltd.