New York – November 04, 2026 -- Morning email sends delivered a 13% higher weighted composite engagement score than afternoon sends in a biopharma campaign, contradicting existing predictive models, according to GrowthLoop and EVERSANA, which are expanding their Composable AI Decisioning solution into biopharmaceutical marketing.
The solution builds on GrowthLoop's composable customer data platform (CDP) and AI Studio. It uses continuous experimentation to identify which marketing actions lift healthcare professional (HCP) engagement, then feeds those findings into AI decisioning for subsequent interactions.
Display advertising beat email by 52% for peer-to-peer audiences
In the same campaign, digital display advertising such as banner ads delivered a 52% higher weighted composite engagement score per user than email for audiences sourced through peer-to-peer (P2P) programs. Other audience sources showed no difference. The result points to shifting P2P-sourced audiences toward display, rather than changing the channel mix across all audiences.
The score combines email views, email engagement and prescription activity. Prescription activity carries the greatest weight because it is the primary business objective.
Causal Context Graph addresses delayed prescription data
Prescription data often arrives months late and gives less frequent feedback. GrowthLoop's multi-objective optimization therefore also uses digital engagement signals, so clients can learn from campaigns while they run.
GrowthLoop and partners including EVERSANA are building a Causal Context Graph. This knowledge graph is unique to each organization and continuously captures HCP context and learnings from prior interactions. Each time an HCP moves through a campaign journey, the system applies those learnings to send timing, the interval between touchpoints and channel selection.
Anthony Rotio, GrowthLoop's co-founder and co-CEO, said marketing has historically lacked causal evidence, describing it as "not a verifiable domain." Faruk Capan, EVERSANA's Chief Innovation Officer, said pharmaceutical clients need to know which marketing decisions produce a measurable difference in the metrics that drive their bottom line.
Warehouse-native architecture supports compliance in regulated markets
Life sciences teams face detailed restrictions on messaging cadence and data security. GrowthLoop said its warehouse-native architecture and journey orchestration tool allowed it to meet the team's goals while maintaining industry compliance.
The vendor's roadmap includes real-time decisioning for known and unknown audiences, using customer context already in the data warehouse. Incorporating new in-session behavior is planned for a later phase. GrowthLoop also recently released its Engagement Suite.
Rotio and EVERSANA's Rahman present results at Martech World Forum
Rotio and Abid Rahman, EVERSANA's Head of AI Agency, will present the case study at Martech World Forum in New York on November 4-5, 2026. Their session is titled "AI is superhuman at math and code. Why not marketing?" They will cover starting points for experimentation and how they built the Causal Context Graph.