Diana Bradley
Sep 23, 2024

Burson launches healthcare-focused AI service

Decipher Health will predict the impact of communications across six therapeutic areas, the WPP firm says.

Burson launches healthcare-focused AI service

Burson has launched a healthcare-focused AI service called Decipher Health. 

The offering is designed to optimise communications and stakeholder engagement across the patient, advocate, healthcare provider, health decision maker and analyst communities, according to a Burson statement. 

As part of WPP Open, Decipher Health will be available to all WPP healthcare clients. It has trained AI models on a spectrum of disease areas, including general health, oncology, neurology, diabetes, respiratory and sexual health. Decipher Health integrates predictive believability and virality indicators, helping clients forecast the impact of content across healthcare-focused audience segments based on observable and repeatable data, the firm said. 

WPP Open is the holding company’s AI-powered marketing operating system.  

Decipher Health will also track the impact of global macro-themes that can affect the healthcare system, including the economy, drug costs, pricing, access, supply chain, DEI, sustainability, elections, reproductive rights, women’s health and armed conflict. 

Decipher Health was developed by Burson’s innovation team led by chief innovation officer Chad Latz and will be overseen by Brenna Terry, global chair of healthcare, and Vicky Lewko, global head of digital health. Burson created Decipher Health with AI company Limbik.

Burson was formed in June through the merger of WPP firms BCW and Hill & Knowlton

Burson sits within WPP’s PR division, which posted revenue growth of 1.5% on a like-for-like basis in Q2, but saw a revenue decline of 0.9% in the first half of the year.

Source:
PRWeek

Related Articles

Just Published

10 hours ago

Opinion: Jaguar’s rebrand might actually be a ...

I’m going to go against the grain here and say I think Jaguar’s new rebrand is a genius move.

11 hours ago

PR makes the leap to Bluesky—but what’s the verdict ...

As social media users appear to flee X in favour of the aptly named alternative—Bluesky—PRWeek UK asks comms pros how they’re finding the new platform in its early days of popularity.

11 hours ago

Burson hires Edelman’s Taj Reid as global chief ...

Reid replaces Simon Shaw in the role.

11 hours ago

Will the Coca-Cola ad deter brands from using AI in ...

Social media users have criticised the brand's use of AI in its 'Holidays are coming' ad.