Healthcare Audiences Partnership for IRI

Consumer data giant IRI has teamed up with Lasso Partners, a healthcare marketing and analytics platform within the IQVIA group, to give users of the latter's proprietary audience builder, Blueprint, access to IRI's purchase data for CPG and OTC healthcare products.

Lasso's platform allows clients to plan, activate and measure their HCP and consumer-focused campaigns across programmatic, social, email, endemic and connected TV via a single interface. Blueprint is a drag-and-drop self-service audience builder for healthcare marketing, tapping Lasso's data to layer on clinical filters, demographic information, location, purchase behavior, media engagement and other data. Users can now access IRI's Verified Audiences, built from deterministic purchase data; and IRI ProScores, which rank US households by their propensity-to-buy.

'IRI has the deepest and broadest CPG data assets in the OTC healthcare space' says Jennifer Pelino (pictured), EVP and Head of Global Media Solutions for IRI, 'and we are thrilled to be partnering with Lasso to create an expansive footprint for brands in the healthcare space. This unique offering provides marketers with robust media planning and activation, yielding potential for greater returns on their campaign investment'. Lasso CEO Greg Field adds: 'We're proud to work with IRI to continue building on our library of curated segments and help our clients achieve high audience quality across programmatic, social, email and CTV'.

Lasso has offices in New York, NY and Austin, TX and is online at www.lassoplatform.io . Chicago-based IRI is at www.iriworldwide.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.