JapanHealthcare and life sciences2025 – ongoingTaisho Pharmaceutical
Gemini customer personas for RiUP marketing planning
Taisho Pharmaceutical compressed RiUP marketing planning from about 2 months to 1 day
Problem
RiUP needed new customers, but hair-loss concerns were difficult to investigate through conventional interviews. Separate marketing departments also impeded shared decisions.
Approach
Taisho worked with Dentsu and Google on Gemini-based virtual customer personas grounded in real data. Teams questioned the personas and discussed campaign concepts and media plans together. The process supported an implemented marketing campaign.
Results
Takeaway
Persona discussions supported joint planning across departments. Subsequent sales growth did not isolate AI's contribution.
Categories
- Size
- Large enterprise
- Industry
- Healthcare and life sciences
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Partner co-development
- Evidence
- Company's own claim
Sources
Source summaries
ITmedia interviewed Taisho about persona-based campaign planning and the reported time reduction. It also reported 39% year-on-year growth in own-EC sales for the corresponding month after implementation, without isolating AI's effect.
Full details are in the original sources.