Medical information provider Wolters Kluwer Health (WK Health), US, and information and media firm Nielsen Company, US, have announced the Healthcare Consumer Informatics Alliance. The alliance seeks to provide healthcare-related manufacturers and media companies with a comprehensive understanding of consumer behaviours and attitudes to enable more effective and efficient product messages, sales and media planning.
The Healthcare Consumer Informatics Alliance has developed data solutions that help marketers and media agencies understand why consumers purchase prescription, over-the-counter and other health-related products that they do. As consumers are faced with increased responsibility for making their own healthcare decisions as well as a wider array of choices and influencers, this alliance provides marketers and their agencies with valuable consumer-centric information.
The first platform, HealthScape, reveals the total landscape of influencers impacting healthcare related behaviour through the integration of patient prescription related transactions with consumer purchasing, attitudinal and behavioral information. HealthScape integrates Nielsen's consumer OTC and CPG purchasing and behavioral data from Homescan and Scantrack with Wolters Kluwer Health's anonymous patient longitudinal and transactional data from SourceLx and Pharmaceutical Audit Suite (PHAST). The resulting datasets provide deep insight into therapeutic market activity, patient trends, consumer segmentation and targeting opportunities. The platform was created to evaluate and measure the patient as a consumer of health-related products and services.
The Healthcare Consumer Informatics Alliance brings together some of the most well-known data sources in the industry utilising advanced privacy and technology capabilities to facilitate the integration. Nielsen data assets include television and online ratings, consumer packaged goods marketing information and others. Wolters Kluwer Health brings de-identified longitudinal patient and dispensed pharmacy data. A joint consulting team, with members from both companies, is currently in place and available to service clients.
