2 seconds make the difference - What HCPs really see in an ad

In our brand exposure analysis of display and newsletter campaigns, ads were visible   for roughly 22.8 seconds on average. However, the actual brand exposure only   averaged about 2 seconds. Why was that? Most of the screen real estate was   occupied by editorial, medical content. This exact, brief window of time decides if the   logo, claim and benefit are noticed – or get lost completely.

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This is precisely where AI-Based Neuroscience Analysis of Advertising Assets for HCP Communications comes in, as introduced in a WEFRA LIFE masterclass of the same name featuring Can Yildiz and Isabel Gašparović.
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HCP attention does not come by chance‍

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Healthcare professionals are confronted with an enormous volume of information each day. They primarily consume technical and evidence-based content, and not entertainment. However, traditional creative evaluations are frequently based on experience, subjective feedback or retrospective KPIs. What is missing is an objective, data-based evaluation before a campaign goes live.
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The neuroscientifically trained AI that is deployed by WEFRA LIFE fills this gap. It analyses creative assets and simulates how they are perceived from an HCP  perspective – before any media budget is invested. The simulation models how an  asset is perceived as though 100 HCPs had interacted with it.
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What does AI based neuroscience analysis evaluate?‍

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The analysis is based on established neuroscientific findings and provides clear, actionable insights across a consistent model. These are some of the things the analysis covers:

• Start & End Attention: which elements are noticed in the first few seconds, and which remain memorable afterwards?
• Focus: how focused or dispersed is the visual attention across the asset as a whole?
• Cognitive Demand: how heavy is the cognitive load due to the visual complexity and information volume?
• Engagement: how strong is the HCPs’ emotional engagement?
• Memory: how likely is the asset to be remembered after exposure?

In HCP environments in particular, where content is consumed for informational purposes and not for its entertainment value, clear visual guidance, low cognitive demand and memorable visual anchors are key for effectiveness.
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Whatdoes the analysis specifically provide?‍

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The analysis does not provide abstract scores. Instead, it delivers tangible, visually comprehensible results, including:

• heat maps and fog maps that tell you which areas are actually noticed;
• quantified metrics on Total Attention, Time Spent and Percentage Seen;
• an aggregated impact score (scale 1–10)
• prioritised, concrete recommendations for optimisation tailored to the respective campaign objective.

At a glance, it becomes clear what works and what should be optimised before media reach is purchased.
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More certainty before going live

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The greatest added value is in the practical, actionable recommendations that are provided even before the campaign goes live. Marketing teams can make a sound assessment about whether an asset is generating attention, building engagement and triggering the desired memory or action, all before any media budget is used.

The combination of AI and neuroscience boosts the quality of decision-making for effective HCP communications, particularly in environments where the effectiveness is decided in just a few seconds.

If you wish to find out more about our AI-based neuroscience analysis tool, have a look at our detailed masterclass on the topic. The Healthy Programmatic team is available at masterclass@wefra.life any time for a deep dive or chat.

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