Ken Deutsch
Executive Vice President, Data Sciences
JPA Health
Customized AI Provides Access to Better Data
In the rapidly evolving health communications landscape, where public relations, policy, marketing, and advocacy converge, effectively reaching target audiences demands thorough research and sensitivity. However, limited resources often hinder this process, resulting in strategies based on guesswork and messages that fail to resonate.
Ken Deutsch recognized the challenges clients face in navigating multiple data sources. He began working on a more strategic approach by building upon Gretel, JPA Health’s massive database of online health influencers curated by attentive behavior.
When OpenAI made its GPT-4 Application Programming Interface (API) available, it allowed developers to access the latest version of the Generative Pre-trained Transformer (GPT) model, renowned for its advanced natural language processing capabilities. Ken spearheaded the development of Gretel Trails, and within days, JPA ha its very own AI chatbot customized and trained to understand each client’s competitive landscapes and messaging.
While Gretel has helped communicators improve their ability to target messages to diverse audiences, Gretel Trails builds on this momentum by doing it faster and more efficiently than ever. Ken adapted GPT-4’s easy-to-use interface, which understands and responds to prompts in plain English—no knowledge of analytics or technical know-how required—to interpret the data. Gretel Trails powers precision insights in seconds, giving communication professionals ideas and inspiration to build on and develop with their healthcare expertise and years of experience.
Gretel Trails is just one example of how Ken and JPA Health are reshaping the industry, providing faster insights and fostering deeper connections. Ken’s pioneering integration of AI with client data and Gretel audience data gives JPA the unique ability to understand and pinpoint what messages will resonate with target audiences, which has positioned the agency at the forefront of healthcare communications and continues to set them apart from their competitors.
When the path forward seems complex or unclear, Gretel Trails reminds us that the answer is always there—just follow the breadcrumbs.
