Dynamic Targeting and HCP Recommendation

Dynamic Targeting & HCP Recommendation is a human-in-the-loop decision platform built for life sciences commercial teams to improve omnichannel personalization and execution. While many organizations invest heavily in segmentation models, next-best-action engines, and content recommendation frameworks, the final step of turning insights into action often remains fragmented, manual, and difficult to govern. This solution bridges that gap by combining data-driven recommendations with marketer decision-making in a single interface.

The platform enables marketers to visualize macro and microsegments, review recommended HCP targeting and message/content mappings, and override recommendations when business context requires adjustments. It also provides microsegment-level performance visibility, helping teams identify gaps, intervene mid-cycle, and push updated targeting and content recommendations downstream into execution tools (field, CRM, and media systems). The solution is designed with role-based workflows for marketers, analysts, and approvers, and maintains version history for mappings, approvals, and KPI changes to support transparency and compliance.

Key Business Outcomes

Faster campaign execution by reducing manual coordination between analytics and marketing teams Improved HCP engagement relevance through microsegment-driven targeting and message recommendation. Higher adoption and trust in AI recommendations through a transparent, marketer-controlled workflow Better governance and auditability via version-controlled overrides and approval tracking Real-time optimization by enabling in-cycle performance monitoring and intervention Stronger alignment across teams by connecting segmentation, content strategy, and orchestration in one place

AWS Services / Workloads Used

The solution is deployed on AWS using a scalable, container-based architecture leveraging:

Amazon EKS for hosting frontend and backend containers Application Load Balancer for traffic routing Amazon S3 for storage AWS Secrets Manager for secure credential management Amazon DocumentDB (MongoDB-compatible) for application metadata, mappings, and audit history Amazon CloudWatch and AWS Managed Grafana for monitoring and dashboards Amazon API Gateway, Amazon ECR, Amazon VPC, and Amazon Route 53 for secure API access, container registry, networking, and routing