Trinity’s InsightsEDGE Digital Twins create continuously updated AI models of healthcare professionals, patients, and payers to support faster commercial decision-making.
Trinity has launched InsightsEDGE Digital Twins, an AI-powered solution that creates virtual representations of healthcare professionals, patients, and payers to support commercial decision-making.
The solution draws together multiple data sources — including market research, prescription data, CRM systems, and field feedback — to build a unified, continuously updated view of each customer, replacing the static insight reports that have long constrained commercial teams.
Users can query these models in natural language — across voice, text, and video — enabling faster insights and more targeted engagement. The platform supports several use cases, including market research simulation, pre-call planning, and the testing of messaging strategies and market scenarios.
Key Capabilities
The platform is built around four core functions:
- Rapid market research: Test messaging and concepts without commissioning new studies
- Pre-call planning: Enable field teams to anticipate customer responses and tailor interactions
- Scenario simulation: Evaluate the impact of market changes on customer behaviour
- On-demand insights: Access insights independently or alongside primary research
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Types of Digital Twins
InsightsEDGE currently offers four distinct twin models:
- Market Research Digital Twins: Support concept testing and competitive scenario analysis
- Patient Digital Twins: Provide insights into patient needs, behaviours, and treatment outcomes
- Payer Digital Twins: Help refine value messaging and simulate payer interactions
- HCP Digital Twins: Enable better engagement by understanding prescribing behaviour and preferences
“Biopharma companies invest millions in research, analytics, and field insights, but too often those assets end up trapped in decks and disconnected databases,” said Jonathan Jenkins, Head of Digital & AI Solutions, Trinity.
“Trinity’s Digital Twins change that by unifying data at the individual customer level and making it usable in real time, so teams can personalise engagement and make better decisions faster,” he added.
The platform includes governance and security frameworks to support compliance requirements, allowing organisations to deploy AI while maintaining control over data and processes.
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