Improving marketing strategy: AI-Powered Content Tagging Solutions
AI solutions have become an invaluable asset for marketers across every phase of product strategy. From conducting market research and analyzing data to product development, planning communication initiatives, modular content creation, and ultimately driving sales, AI is transforming the landscape.
In customer relationship management, AI is particularly impactful, enhancing content marketing strategies that companies deploy to engage and captivate their target audiences, supporting marketers in identifying the right action to put in place for each interaction, according to the Next Best Action paradigm.
In a world increasingly crowded with content, standing out is not easy. It becomes imperative to adopt a data-driven strategy by integrating a content tagging system. Content tagging is the most effective tool for managing large volumes of promotional content, enabling hyper-personalization and modular content creation. This solution allows marketers to automate content tagging, saving time over manual processes and avoiding typos that often result in inconsistent tags, and companies to analyze and understand the performance of their promotional content. By leveraging this data, marketing teams can strategically plan future content, aiming to enhance visibility and continuously improve performance.
How to enhance content management with AI
From Hyntelo's experience comes Lyriko Tagging, the first AI-powered tool that enables automated, end-to-end management of content tagging. Supporting more than 15 different types of formats—.pdf, .doc, .ppt, .jpeg, .mov, .mp4, .avi, .tiff and much more—Lyriko Tagging reads all contents in Digital Asset Management (DAM) systems and employs machine learning to assign semantic tags with over 95% accuracy. This increases searchability, streamlines workflows, and improves both organization and content tracking.
Widely used in the pharmaceutical industry, the tool allows marketers to optimize their strategy to increase the return on investment, improving sales rep performance and strengthening relationships with healthcare professionals (HCPs). Thanks to Lyriko's capability to tag content according to a customizable taxonomy, marketers can easily find the right content for each action of their campaign, ensuring relevant material is available for every touchpoint of the customer journey.
By recalling and assembling informational and promotional materials on a specific topic, for example, they can build newsletters profiled on HCPs' interests to attract their attention or recall and consult global communication materials to create promotional content for the local market.
Lyriko Tagging can also help sales reps improve their performance, enabling them to quickly access campaign materials organized by useful tags. This allows them to relate with HCPs by always having the right contents at hand. A useful solution for enhancing ties with healthcare professionals and increasing sales at the same time.
Lyriko Tagging for Novo Nordisk: effective implementation of an image tagging system
Novo Nordisk is one of the pharmaceutical giants that first set its focus on AI and its applications. It recently faced a major challenge: to increase content visibility within Veeva Vault PromoMats, a tool used by marketing teams to manage content and DAM, ensuring regulatory compliance and improving operational efficiency.
A significant amount of untagged content made it impossible to find the company’s product images, one of the important components in the omnichannel marketing strategy. To resolve this issue, Novo Nordisk partnered with Hyntelo to use Lyriko Tagging combined with Veeva platform. By customizing the tool by training an AI model to recognize specific objects in the images - in this case, insulin pens -, the company was able to automate the tagging of its products and packaging.
The results have been impressive: 97% accuracy for visual tags and 85% for custom object detection. Additionally, the content tagging system has enabled the company's marketing and customer teams to quickly find images based on tags related to age, gender, emotion, and other criteria. This solution not only accelerated workflows but also enhanced overall quality.
“One of the reasons why I like working with the Hyntelo team is that they are so flexible. They're able to adapt the Lyriko platform to suit our unique needs which I think is incredibly important in a technology partner. We’re also thrilled to see them recognized by Veeva as one of their first official AI Partners!”, said Michael Halyk, Senior Manager of Content Processes & Innovation at Novo Nordisk, emphasizing the success of the collaboration between the company and Hyntelo.
The Novo Nordisk case is not an isolated instance. Many other pharmaceutical companies utilize Lyriko Tagging as a critical facilitator of AI applications in their marketing strategies—a valuable solution that enhances HCP engagement through technology.
