Perfected over a decade, Gretel is a game changer for precision marketing and public relations
WASHINGTON, D.C., Sept. 13, 2018 – JPA Health today unveiled a proprietary tool designed to understand how conversations take place within the health landscape. JPA’s GretelTM, brings together news media, organizations and individual influencers to show for the first time precisely how they intersect, revealing insights for reaching and engaging audiences.
This powerful engine combines human and artificial intelligence to generate insights, such as who are the influencers, how they receive information and the most appropriate way to engage with them. Gretel is now composed of millions of data points and continues to get smarter with each new input. This specialized approach enables the JPA team to identify opportunities and engage target audiences.
“Gretel is a foundational part of how JPA serves our clients. Most communications professionals rely on their past experience to inform their current work,” said Carrie Jones, JPA’s principal and founder. “While experience is important, Gretel, which is essentially an insights engine, helps open doors to new points of influence that one would not naturally consider. For our clients, that means higher efficiency and better results.”
Going well beyond monitoring and social listening, Gretel is built to understand the influence of an outlet, individual or organization based on how frequently it is referenced or shared by specific audience segments within an identified issue or topic. The audience identification in Gretel is done through a partnership with social media analysis firm Graphika. Over the last decade, JPA has blended this and other publicly available data with staff expertise and market knowledge. An earlier version of the tool has already been used by three of the five largest pharmaceutical companies to analyze and track their advocacy relations campaigns – just one of the many capabilities of this first-of-its-kind tool.
Gretel can be leveraged for every health topic, and brings together information from three intelligence engines:
- Gretel Influence: Identifies the universe of health influencers that can help change the minds of thousands around a given issue or topic.
- Gretel Media: Reveals and prioritizesthe outlets that will carry messages furthest across the most meaningful audiences.
- Gretel Profiler: Provides an at-a-glance platform to easily identify and track advocacy relationships.
“Our clients are looking for new ways to engage their key audiences,” Ken Deutsch, JPA’s head of analytics and research. “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.”
About JPA Health
JPA Health is an independent, full-service communications agency. Our exclusive focus on health means that our life science, nonprofit and federal clients can count on a team with experience and perspective to deliver results. At JPA, we share our clients’ commitment to improving and protecting lives. This ideology inspires our work. It pushes us to combine data and heart to go deeper and see beyond the obvious. We invite you to learn more by contacting one of our offices: Washington, DC, Boston, and London.