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Boehringer Ingelheim launches AI-powered animal health website

The new site uses ‘machine learning’ to tailor content to users’ requirements
Boehringer Ingelheim

Boehringer Ingelheim has launched a new website for its animal health business that uses artificial intelligence to better tailor the user experience by learning each user's habits.

The pattern recognition technology it employs is often used by consumer sites such as Amazon, but this is the first instance in the animal health sector, according to Boehringer.

The company's Boehringer Academy portal was found by a user experience report to be underperforming, with vets struggling to find relevant educational materials due to an excess of content.

The new site offers personalised search results to registered users, based on information supplied and their search history.

The website itself offers podcasts, videos, webinars and reference documents produced by vets for vets, making it easier to record and store points toward the Continuing Professional Development (CPD) certification in one system.

Jemima Mead, brand manager at Boehringer, explained: “We aimed to create an engaging portal - a one-stop shop for vets who want to access high quality CPD and/or relevant information about any of our products.

“Vets are busy people so need to find relevant information quickly - giving them more time to focus on their clinical responsibilities.

“Our new, slick site, tailored to their individual professional preferences, provides a valuable service that simply has not existed before.”

Article by
Rebecca Clifford

30th June 2016

From: Marketing

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