'Gretel' Healthcare Influencer Insights Tool Launched

Specialist PR agency JPA Health Communications has launched a tool called Gretel, which it says provides insights for reaching and engaging audiences, and helps identify general trends in healthcare as well as those around specific issues.

From offices in Washington DC, Boston and London, JPA designs health campaigns for non-profit, pharmaceutical and government clients, while focusing on influencer relations, using a targeted approach to reach those stakeholders who drive change. Gretel's engine combines human and artificial intelligence to uncover who the influencers are, how they receive information and the most appropriate ways to engage with them. The tool uses millions of data points to measure the influence of advocates, journalists, healthcare providers and other targeted audiences. JPA has also developed audience maps made up of tens of thousands of healthcare influencers; and to see which audiences reference which publications and track which influencers they mention, it has indexed and ranked relevant information on Twitter for more than a year.

Gretel's audience identification feature is carried out through a partnership with social media analysis firm Graphika. Ken Deutsch (pictured), JPA's Head of Analytics and Research, says the tool often identifies behavior that at first seems counter-intuitive, but on further reflection makes absolute sense. He adds: 'We created Gretel over the last decade to precisely target the influencers that will most effectively drive and change the conversation around the issues that matter most'.

Web site: www.jpa.com .