Orchard has launched AudienceIQ, an AI tool that builds synthetic patient and clinician personas.
This, the agency said, gives pharmaceutical marketing, medical and market access teams a way to test ideas, messaging, and materials against evidence-based patient and clinician personas in days, rather than the months a traditional research process takes.
The tool targets a long-standing constraint in pharmaceutical marketing: conventional market research is slow and expensive, so most ideas are built and signed off on assumption and only tested once, if at all. AudienceIQ gives teams a fast, current sounding board they can return to as often as they need.
AudienceIQ is built on published research, public datasets and real patient and clinician conversations. It generates detailed personas for every audience segment and maps their journey, allowing teams to test positioning, messaging, creative, existing materials or a response to a specific objection, and see how that audience would think, feel and act before anything goes to market.
In addition, AudienceIQ enables clients to add their own research to the model to augment the personas. Each client’s data sits in its own secure, access-controlled workspace and is never shared across clients or projects.
“It’s no longer enough to say you’re putting patients at the centre of a decision. You need the evidence to show you have,” said Orchard CEO Wai Kwok. “That used to mean one study a year, built into one campaign, and left alone until the next one. Marketing doesn’t work that way anymore: more channels, more competitors, content that never stops. AudienceIQ is how we keep the evidence moving at the same pace. Teams test earlier, learn faster, and Orchard is building the tools to get them there.”
The launch followed Orchard’s NEXT Australia panel, “AI and Patient-Centred Care: What’s Actually Working in Australian Pharma,” which brought together Darran Foo, chief medical information officer at Heidi; Professor David Thomas, chief science and strategy officer at Omico; and Mikaela Crimmins, chief strategy officer at Orchard, for clinical, trial and commercial perspectives on one question: is AI actually improving patient-centred care, or opening new gaps?
