Primary-care doctors get one short weekly briefing on who their region covers, built only from approved content. Marketing turns field and digital signals into one coordinated action.
Student concept for the IE MDBI × GSK business case (Team 3). Fictional persona. Figures marked “illustrative” are simulated; public figures cite their source. AI is simulated. Not affiliated with or endorsed by GSK.
8:12
Monday 5 October
Monday 19 October
Functional · open rate at the time she chose
Tap the notification to open
go
For healthcare professionals only
Information about medicines may only reach qualified professionals, so we check your colegiado number once.
Functional · time to verified access
That doesn’t look like a colegiado number. Use the format 28/2812345.
Prefilled for the demo. Checked against the Colegio de Médicos register (simulated).
Checking the register…
Verified healthcare professionalDra. Lucía Martín · Family medicine · Comunidad de Madrid
We use your number only to confirm you’re a doctor and which region you work in. Nothing about your patients, ever.
go
One 2-minute briefing instead of scattered messages
GSKGO puts what GSK has for you into one short weekly briefing for your region, and holds back anything that isn’t useful. You decide what it may use.
Strategic · opt-in / consent rate
Never used: patient data or bought data. Never sold. Change it any time in two taps.
Choose what GSKGO can use
Nothing is on until you switch it on.
go
Mon 5 Oct · Comunidad de Madrid · 3 items · 2 min
Mon 19 Oct · Comunidad de Madrid · 1 new item
Good morning, Dra. Martín
Functional · time to first useful item
Assembling your briefing from 38 approved modules
Standard briefing: the same for every GP in Spain, in a fixed order.
You’re all caught up. Next briefing: Mon 12 Oct, 08:10 · Briefings paused until Wed 4 Nov ·
Check rules
Shingles · 2026
Reference only, not a clinical decision tool. Pick a group, never a patient: no names, IDs or dates of birth.
Functional · rule found in under 2 min
Age group
Risk condition
ROI · rep calls avoided for rule questions
Rules simplified for the prototype from the regional adult vaccination calendar. Regions B and C use demo data. In production, rules are loaded from each region’s official calendar and checked by GSK Medical.
Ask
AI assistant
You’re using an AI assistant. It only returns answers GSK Medical has already approved, with sources. It can’t advise on individual patients. Possible side effects go straight to Pharmacovigilance.
Functional · time to a sourced answerROI · cost per qualified interaction
AI-assisted answers are off
You chose not to use the AI assistant, and that’s fine. A GSK medical advisor (a person) can answer instead, usually within 2 working days.
Request sent · reply by Wed 7 Oct
Emotional · a valid alternative without AI
No patient names or IDs. We remove them automatically.
Me
LM
Dra. Lucía Martín
Family medicine · Comunidad de Madrid · verified
Strategic · consent kept at 6 months
Your dashboard
Shingles: two-dose coverage at 65
Spain 2024, public Ministry data (SIV). Regions range from 4% to 71%.
First dose33.4%
Both doses26.2%
2030 target 75% ▲
Your activity · last 30 days
What you did with GSKGO. Counted on this account only.
11Rules checked
7Patient leaflets shown (QR)
3Questions answered
4Messages held back for you
Who in your practice is due for dose 2?
That list lives in your health service’s own record system. GSKGO never sees patient data, by design.
Functional · progress visible without patient data
Request from GSK
Vaccine stock for your centre comes from your regional health service, not from GSK.
Adoption · HCP-initiated requests
Your briefing
Topics
How often
Need a break?Pause everything for 30 daysPaused until Wed 4 Nov
Privacy & AI
Your data
What GSKGO knows about you
Everything we hold, in plain language. Nothing about your patients, ever.
Emotional · trust in how data is used
You told us
TopicsShingles, RSV, flu & COVID
RegionComunidad de Madrid
BriefingWeekly · Mon 08:10
EventsOnline, after 20:00
From your activity · last 90 days
Items opened9
Items rated6 · average 4.2 / 5
Questions asked2
Inferred by AI
AI inference
Prefers short, practical formats
Based on what you open. Used only to rank your briefing.
Shared by your rep
AI-drafted · approved by Laura
Visit summary · Tue 29 Sep
Discussed second doses for patients vaccinated in spring. Agreed: Laura to send something simple to remind patients. Interested in evening webinars.
Beyond your name, colegiado number, region and contact details, GSKGO holds nothing about you.
goMarketing
Adult vaccines · Spain · week 41
Good morning, Javier
Relevance score4.3/5▲ 0.4 vs Q2Emotional
Engaged GPs1,184opted in · active 90 daysStrategic
Consent rate61%▲ 7 pts since launchStrategic
Duplicate touches avoided312this monthROI
Illustrative data
North star · two-dose shingles coverage at 65Spain 26.2% (2024) → national target 75% by 2030Measured in pilot vs matched control areas with public Ministry data. Each +1 pp at 65 ≈ €1.45M a year (team assumption).
‘Shingles awareness’ paused for 214 GPsTheir reps already covered it
‘Shingles awareness’: no changeWe’ll ask again if the signal grows
Q4 webinars moved to 20:30Registered GPs notified
Webinar times unchangedWe’ll ask again if the signal grows
About 6 hours back this weekAutomated: 2 audience list pulls · 1 weekly performance report
ROI · Marketing hours saved
Second doses
AI insight · high confidence
Second doses for shingles
GPs want a simple way to bring patients back for dose two, and the question is growing fast.
Strategic · field insights reused by Marketing
What we’re hearing
▲ 3.4× vs previous 14 days
Questions asked in GSKGO118
Rep visit summaries42
Webinar Q&A9
From 136 GPs. Names, centres and patient details removed. Only GPs who agreed to share are included.
Public data agrees: at 65, 33.4% had a first dose but only 26.2% both doses (Ministerio de Sanidad, SIV 2024).
What GPs are saying
“Patients forget the second appointment. Anything simple I can give them?”
GP · Madrid region · rep visit
“How do I spot who’s overdue without extra work?”
GP · Castilla y León · GSKGO question
“If they missed the 2-month date, is it too late?”
GP · Andalucía · webinar Q&A
Paraphrased by AI from de-identified notes.
What we already have
Shingles by region: HCP summary · ES-HZ-0926-011Relevance 4.6 / 5
Second dose: practice guide · ES-HZ-0926-014412 opens
Nothing patients take home with the second-dose dateThe most-requested format in these signals
28 of these GPs see their rep in the next 7 days.
Recommended next step
Create a one-page second-dose reminder card for patients, with a QR to the Ministry’s patient Q&A. Reps hand it over at the 28 upcoming visits; everyone else gets it in their GSKGO briefing. No new email.
Content brief
Drafting your brief
Reading 169 de-identified signals
Matching the approved claims library
Drafting the brief
AI draftReview before sending
Brief: a second-dose reminder card for patients
Tap any dashed field to edit it.
ROI · time & cost to produce one asset
Objective
Help GPs bring patients back for the second shingles dose, and lift two-dose completion in pilot areas.
Audience
186 GPs in the pilot regions who raised the topic or opened the second-dose guide. All have opted in to personalisation.
Format
One-page patient card in large print (Spanish), with a space for the second-dose date and a QR to the Ministry of Health’s patient Q&A.
Key messages · from the approved claims library
The schedule is two doses.Approved · C-HZ-012
The second dose is given 2 months after the first.Approved · C-HZ-015
Most patients just need a reminder.New wording · needs MLR review
Channels
Rep hand-over at 28 upcoming visits · GSKGO briefing for 158 GPs · no email
How we’ll know it worked
Two-dose completion at 65 in pilot areas vs matched control (Ministry data) · relevance ≥ 4/5 · fewer repeat questions within 60 days
Drafted in 1 min 52 s. A brief like this usually takes days of back-and-forth (illustrative).
Plan
Plan the touches
186 GPs, coordinated with the field team so nobody hears it twice.
ROI · cost per touch by channel
Week 42 · In person28 GPs with a rep visit in the next 7 days
Reps get a prep note: “Asked about second doses. Hand over the reminder card.”
Email held
Week 43 · GSKGO briefing158 GPs
Delivered as “You asked, we answered”.
Week 44 · Standard newsletterAll other GPs
One line in the monthly newsletter. Not targeted, no personal data used.
Rules applied
No touch if the rep covered the topic in the last 14 days
No more than one GSK message per GP per week
Targeting uses consented data only
Nothing goes out before MLR approval
186emails, the old way
0duplicate messages · 28 rep conversations reused
Strategic · continuity across channels
Brief sent
Sent to MLR review
Ref BRF-2026-118. You’ll be notified when it’s approved.
The loop, closed
1
Dra. Martín asks Laura during a visit“Anything simple to bring patients back for dose two?”
2
AI turns 169 signals into one insightRep visit summaries + GSKGO questions, de-identified
3
Javier approves a brief in minutesApproved claims, coordinated with the field team
4
MLR approves the cardPeople stay accountable for every asset
5
Dra. Martín gets it, onceFrom Laura, or as “You asked, we answered”
‘Shingles awareness’ email seriesRep already covered it for 214 GPs
Paused · 214
Q4 webinarsRegistered GPs notified
Moved to 20:30
Shingles by region: HCP summaryES-HZ-0926-011 · relevance 4.6 / 5
Live
Second dose: practice guideES-HZ-0926-014 · relevance 4.4 / 5
Live
Autumn campaign reminderStandard newsletter
Scheduled · 19 Oct
Tip: approve the brief from to see it appear here.
ROI · content production cost per asset
Dashboard
Pilot 2027 · 3 regions · week 41
How the pilot is doing
Two-dose coverage at 65 · pilot vs control
Aggregated by health zone from public and regional data. This is the ROI number.
Pilot areas27.8%
Matched control areas26.3%
+1.5 pp vs control · target +2 pp by Mar 2028
Strategic · coverage uplift vs control
GP adoption funnel
Family doctors invited in the 3 pilot regions.
Invited4,736
Opted in1,184 · 25%
Active at 90 days711 · 60% of opted in
Adoption · opt-in and 90-day activity
What GPs ask about · last 30 days
From GSKGO questions and consented rep-visit topics.
Second-dose reminders41%
Who is covered, risk groups27%
Same visit as the flu jab18%
Material for patients14%
Side-effect reports go to Pharmacovigilance and are never counted here.
Channel health · this month
9,420Touches sent, all channels
2,310Held back as repeats (20%)
1.8%Opt-out rate
86%Rep visits with a prep note
ROI · duplicate spend avoided
Aggregated only. Per doctor, GSK sees only consented engagement (what she read and asked), never prescriptions or patient data.
Illustrative data
go
Privacy notice, the short version
Who
GSK is the data controller. Questions: the privacy contact listed in the full notice (fictitious for this prototype).
What and why
Your colegiado number and region (to confirm you’re a doctor), the topics you choose, items you open or rate, questions you ask, and visit summaries you agree to share. Used only to personalise your briefing and avoid repeat messages. Legal basis: your consent.
AI
AI chooses and orders content that GSK Medical, Legal & Regulatory have already approved, and finds approved answers to your questions. It doesn’t write medical content. AI use is always labelled. It never sees patient data.
Side effects
Anything that may be a side effect goes to GSK Pharmacovigilance, as the law requires, and is never shared with Marketing or your rep.
How long
24 months after your last activity, then deleted.
Your rights
See, download, correct or delete your data; withdraw consent as easily as you gave it; complain to the Spanish data protection authority (AEPD).
Held back for you this month
We didn’t send these. Nothing is lost: you can still see them.
‘Shingles awareness’ email #3Laura covered this at your visit on 29 Sep
Second-dose reminder emailLaura covered this at your visit on 29 Sep
Oncology congress invitationNot one of your topics
HIV awareness newsletterNot one of your topics
Why am I seeing this?
AI picked and ranked this from GSK-approved content, using only the data you allowed. It never sees patient data.
Approved content
Who wrote this?
GSK wrote this summary and Medical, Legal & Regulatory approved it (code ).
AI didn’t write it. AI only chose which approved items go in your briefing, and in what order.
Every point links to its source. If anything differs, the source is right.
Patient safety
Report a suspected side effect
Your report goes straight to GSK Pharmacovigilance. It is never shared with your rep or with Marketing.
Leave out the patient’s name. Initials, age and sex are enough.
A safety specialist may contact you if more detail is needed.
Strategic · safety reports reach PV in time
For your patient
Let your patient scan this for the Ministry of Health’s Q&A on shingles vaccination (in Spanish).
Official public source · not promotional material
Talking points for you
It’s two doses; the second completes the schedule.
The second dose is due about 2 months after the first.
It’s free for the groups your region includes.
Approved talking points · ES-HZ-0926-014
ROI · content reuse instead of new assetsApproved sourcePatient material · free, non-promotional
Printed patient leaflets
The Ministry of Health’s Q&A on shingles vaccination, printed, with the QR for patients who want to read more.
ROI · material ordered vs used
Ask a GSK medical advisor
A medical advisor (a person, not AI) replies within 2 working days.
Rewritten without patient details. Edit it if needed.
Emotional · effort score (CES)
Turn off personalisation?
You’ll get the standard briefing: the same one every GP receives. We stop using your activity from today.
What we already hold stays visible in “What GSKGO knows” until you delete it.
Delete everything GSKGO holds about you?
Your preferences, ratings, questions and shared visit summaries will be erased within 30 days, and your briefings will stop. This can’t be undone.
How was this found?
AI grouped 169 signals by topic: rep visit summaries (each reviewed and approved by the rep), questions asked in GSKGO, and webinar Q&A.
Names, centres and anything about patients are removed before analysis.
A topic only appears once at least 20 different GPs raise it, so no one can be singled out.
Only GPs who agreed to share are included.
Confidence is high because three independent sources agree and the trend has grown for four weeks.
Fatigue risk
Pause ‘Shingles awareness’ emails for GPs who already heard it?
Relevance has dropped to 2.1 / 5 over the last 3 sends.
214 recipients discussed the same topic with their rep in the last 14 days.
Recommendation
Pause the series for those 214 GPs. Keep it for GPs who haven’t seen their rep.
Channel fit
Move the remaining Q4 webinars to 20:30?
Across the last 6 webinars, 36% of registered GPs attended at 20:30 vs 12% at 13:30.
58% of GPs in GSKGO say they prefer evening events.
Recommendation
Move the 2 remaining Q4 webinars to 20:30 and let registered GPs know.
Account
JO
Javier Ortega
Brand Manager, Adult vaccines · Spain
Marketing sees aggregated, de-identified insights only, never an individual GP’s activity.
go