Performics and Haleon unlock invisible GLP-1 audience through AI

The Challenge

GLP-1 medication users represented a high-value consumer segment, but privacy restrictions and sensitive health data made this audience difficult to identify, profile, and target effectively.

The Strategy

Deploy Generative AI-powered agents to model and activate privacy-compliant audience segments without compromising healthcare data standards.

Execution and Innovation

Utilised HIPAA-compliant clinical and behavioural data modeling to build predictive audience profiles.

Results

Delivered a 47% higher conversion rate compared to standard demographic targeting, secured a 7-figure increase in incremental retailer programs, and lifted brand consideration by +7 points while reducing planning timelines by 25%.

Judges' Verdict

"One of the strongest overall because AI solves a genuinely difficult business problem. Finding an audience nobody else was serving before the market caught up is a sharp piece of thinking."