NEW YORK — March 13, 2019 — BCW (Burson Cohn & Wolfe) today announced it was a winner in the Business Intelligence Group’s Artificial Intelligence Excellence Awards program for its work on behalf of client Boehringer Ingelheim in creating the first-ever AI chatbot for global patient education launched by a pharmaceutical company. BCW and Boehringer Ingelheim were honored in the Limited Memory, Product or Service – Large Company category.
The Facebook chatbot, Tabatha, part of the company’s global “Think. Act. Breathe” asthma awareness campaign, was created to help people understand the impact asthma has on their daily lives in a private environment. Artificial Intelligence driven, Tabatha is designed to help those with asthma to self-identify symptoms, learn more about their risk and prepare for a doctor visit. Tabatha was the first disease awareness resource able to measure not only to what extent the information motivated people to learn more, but also whether they intend to take action and see their doctor.
“AI enables an incredibly powerful approach for developing educational and informative campaigns that allow clients to engage on a one-to-one basis with their audience,” said Chad Latz, Chief Innovation Officer, BCW. “In the pharmaceutical sector, AI layered with emotional intelligence can be influential for improving disease awareness and delivering critical information, in real-time, in a highly personalized way. We are delighted by this wonderful recognition by Business Intelligence Group.”
BCW is one of the world’s largest full-service global communications agencies. Founded by the merger of Burson-Marsteller and Cohn & Wolfe, BCW delivers digitally and data-driven creative content and integrated communications programs grounded in earned media and scaled across all channels for clients in the B2B, consumer, corporate, crisis management, CSR, healthcare, public affairs and technology sectors. BCW is a part of WPP (NYSE: WPP), a creative transformation company. For more information, visit www.bcw-global.com.