Acxiom and Treasure Data Launch HCP Engage
A marketing platform to help pharma inform and inspire deeper connections with healthcare professionals for better patient outcomes
AcxiomÒ, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, in partnership with Treasure Data, an award-winning enterprise customer data platform (CDP) provider, today announced the launch of HCP Engage, a healthcare professional engagement platform. HCP Engage combines Acxiom’s best-of-class consultation, implementation, and professional services, and unified data intelligence with market-leading technology from Treasure Data.
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The pandemic signaled the immediate end of Pharma reps’ valuable and regular face-to-face meetings with healthcare professionals (HCPs). This resulted in the rapid shift to alternative communication channels, which at times were less engaging, less coordinated, and less successful for pharma marketing. When HCPs are not treating patients, they spend their time researching healthcare advancements and new medications. However, HCPs have become increasingly frustrated with what they consider excessively irrelevant information, often resorting to providing fictitious email addresses to evade the noise. As a result, pharmaceutical brands have experienced decreased engagement and, ultimately, a drop in conversion, according to a survey of 984 physicians. *
HCP Engage is designed to provide better experiences for HCPs by connecting data from multiple sources and bringing it together in one platform to offer pharmaceutical marketers an easy, no-code way of customizing and delivering personalization efforts. Using Acxiom’s data management and identity layer, pharma marketers can create a unified view of HCP users based on their engagement history, demographics, and interactions with content. Treasure Data’s Customer Data Cloud uses this unified HCP view to help advertisers build audiences rooted in products, behaviors, and insights. Marketers can then activate this data across marketing platforms, including web, apps, social, and CRM, allowing HCPs to receive truly relevant communications regardless of channel.
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“Pharmaceutical companies have been on a journey to digitalize, but COVID-19 has made this an immediate priority as opposed to a future roadmap,” said Michelle Teuscher, industry principal, life sciences at Treasure Data. “The benefits of HCP Engage are wider reaching than just pharma brands. In the future and over time, the digitalization of HCP communications will deliver more insights and the ability to react quickly to potential heatlh trends well in advance.”
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