HealthVerity, the leader in synchronising revolutionary technologies and real-world data (RWD) to enhance science, has launched HealthVerity Audience Manager. This game-changing solution provides media companies and life sciences organisations with a truly self-directed analytics environment that enables previously unattainable insights into patient behaviour in conjunction with social determinants of health (SDOH), all while maintaining privacy and HIPAA compliance. Audience Manager is suitable for synchronising healthcare and SDOH data with more complex cohort modelling to precisely identify audience segments for awareness campaigns, therapeutic research, and support programmes.
Complex data protection restrictions and inadequate analytics capabilities have previously made patient-centric engagement tactics difficult to adopt for media firms and the health sciences business. As medicines grow more personalised, it is more critical than ever to ensure that the appropriate patients receive the appropriate prescriptions in conjunction with any necessary support. Audience Manager is the only solution in the industry that enables media agencies and pharmaceutical manufacturers to fully HIPAA-compliantly synchronise proprietary enterprise data with patient-centric RWD and SDOH data from the nation’s largest healthcare and consumer data ecosystem. Organisations can take use of this self-directed analytics environment to create holistic perspectives of patient journeys by contextualising patient diagnoses, procedures, and therapies with patient-centric socioeconomic determinants of health, demographics, and behaviours. This strategy firmly places the power of discovery in the hands of organisations while also providing a clear path to designing approaches that target the appropriate patients through the right channels with the right messaging at the right time.
Marketing Technology News:Â EY Announces Launch of Artificial Intelligence Platform EY.ai Following US$1.4b Investment
“Audience Manager flips the model on current industry standards that only offer pre-defined or ‘black box’ audience segments,” noted Ben Walker, HealthVerity’s general manager of media and consumer data. “Instead, we enable media companies and life sciences organisations to conduct their own analyses using their data in conjunction with healthcare and consumer data, all synchronised to achieve previously unattainable results.” Instead of trusting that ‘black box’ models are aligned with their outreach objectives, this technique allows organisations to iterate approaches much more rapidly and correctly.”
HealthVerity Audience Manager can be incorporated with HealthVerity Media Measurement, a closed loop marketing solution that synchronises digital media ad and television exposure data with pharmacy and medical transactions from patients of interest to assess campaign performance, understand the impact of targeting efforts, and optimise campaigns in real time, all while maintaining privacy and HIPAA compliance.
“HealthVerity Audience Manager is a game-changer for us,” Brandon King, SVP of Activation Analytics at Fingerpaint, a full-service healthcare marketing firm, explained. “We are now able to provide insights to our clients that were previously unavailable due to complex HIPAA regulations and industry-wide data management issues.” Because of our collaboration with HealthVerity, we are able to incorporate Audience Manager into our omnichannel orchestration. We can now integrate with Elevart, our activation engine, to not only meet all of our clients’ campaign optimisation needs, but also to provide actionable activation insights.”
Marketing Technology News:Â Delta Media launched Automated CRM-Based Digital Marketing Platform