Trinity Life Sciences, a leader in strategy, insights, and analytics for the life sciences sector, has launched a dedicated Marketing Communications Insights (MarCom Insights) Center of Excellence (COE). This COE evaluates pre- and post-launch educational and marketing materials aimed at healthcare professionals (HCPs) and patients. By combining behavioral science and AI, the COE utilizes an omnichannel approach to deliver precise, personalized communications across multiple platforms.
Trinity Life Sciences, a leader in strategy, insights, and analytics for the life sciences industry, has launched a focused Marketing Communications Insights (MarCom Insights) Center of Excellence (COE). This new initiative provides agile, innovative market research that supports the development of impactful marketing communications by integrating behavioral science and artificial intelligence (AI) with proprietary technology. The COE is designed to deliver faster, more accurate insights that help life sciences companies optimize their messaging strategies and improve customer engagement across various communication channels.
The MarCom Insights COE works by applying behavioral science principles to craft richer, more effective customer-facing communications. By leveraging AI-driven MarCom testing, the center helps companies gain a deeper understanding of which messages resonate best with their target audience and which communication channels are most effective. This integrated approach ensures that marketing messages are not only precise but also tailored to specific customer needs, enhancing their impact and facilitating behavior change.
A key feature of the COE’s offerings is the ability to provide actionable insights that highlight how messages should be structured to convey complex concepts in a concise and engaging way. The center helps companies determine which messages work best for short-form communications and which ones are more suitable for longer, more detailed formats. It also provides advice on how to optimize content for various channels, from digital communications to face-to-face meetings with healthcare professionals (HCPs). Experts within the COE understand the nuances of different channels and can guide clients through the process of crafting messages that meet specific customer needs across multiple omnichannel journeys.
Aparna Deshpande, Senior Partner and Head of Insights & Analytics at Trinity Life Sciences, explains the importance of understanding how messages resonate with audiences in different settings. “Personalization in life sciences requires insights into what messages are appropriate for each channel. Testing helps uncover opportunities to improve message clarity and resonance, which is crucial for sparking customer engagement and behavior change,” she says. For example, different messages may be more effective in digital formats versus face-to-face interactions with HCPs, and the COE helps identify these distinctions.
Nancy Phelan, Senior Vice President and Head of Customer Engagement at Trinity Life Sciences, emphasizes the value of combining MarCom studies with actionable insights and analytics to optimize engagement campaigns. “Trinity’s MarCom Insights COE offers agile market research, data-driven insights, and applied behavioral science methodologies that allow brands to make informed decisions and optimize customer engagement,” she notes.
Trinity Life Sciences has partnered with life sciences marketing teams and agencies on thousands of studies throughout the product launch cycle, from positioning development to visual aid testing. The MarCom Insights COE draws on this extensive experience to structure and execute brand testing that aligns with each client’s unique business objectives. The COE uses a behavioral science lens to assess the subconscious drivers of decision-making, helping companies develop more strategic, durable insights that go beyond traditional tactical research.
One of the key differentiators of Trinity’s approach is the integration of behavioral science into market research. Behavioral science helps uncover subconscious motivators and decision drivers that traditional direct questioning may miss. By incorporating these insights into the research framework from the outset, Trinity ensures a deeper understanding of how each communication resonates with the target audience. This leads to more actionable insights and strategic recommendations that can enhance the effectiveness of marketing communications.
The MarCom Insights COE offers a comprehensive portfolio of solutions, including positioning research, creative concept testing, message testing, and visual aid evaluation. By integrating behavioral science and AI-powered testing, the COE provides seamless, on-demand results that help life sciences companies optimize their marketing communications and engage with HCPs and patients more effectively.
Trinity Life Sciences continues to drive innovation in the life sciences industry by combining deep expertise, advanced analytics, and behavioral science to support marketing communication efforts. Through its MarCom Insights COE, Trinity helps companies create more personalized, impactful messages that resonate with their audience, ultimately improving customer engagement and behavior change.
For more information, Trinity offers an on-demand webinar, Behavioral Science & Concept Testing Research: Getting Deeper Responses than “I Hate the Color Blue.” Life sciences executives can access this resource to explore how behavioral science can elevate concept and message testing.
About Trinity Life Sciences: With nearly 30 years of experience, Trinity Life Sciences is a leading partner to life sciences companies, offering insights, strategy, and analytics to support clinical and commercial decision-making. Trinity helps clients make informed decisions that ultimately impact patient lives, advancing the industry toward better outcomes for all.
