Burson has unveiled Decipher Health, a cognitive AI tool designed to enhance communication and engagement among patients, advocates, healthcare providers, and analysts. As Burson’s third AI offering, it integrates into WPP Open, WPP’s AI-powered marketing platform, and is available to all WPP healthcare clients.

In collaboration with Limbik, Decipher Health utilizes advanced AI models across various disease areas to predict communication impact by assessing audience engagement and content credibility.

Chad Latz, Burson’s Chief Innovation Officer, stated that this tool helps clients navigate the complexities of healthcare information, ensuring effective messaging throughout the patient journey. It also tracks global themes influencing healthcare, facilitating targeted message testing.

Brenna Terry, Global Chair of Healthcare at Burson, emphasized the platform’s ability to tailor communications to diverse stakeholder needs, providing insights that enable impactful engagement.