SSCG and Nielsen Launch Healthcare Media Planning Tool

In New York, Omnicom-owned healthcare media planning and buying agency SSCG has teamed up with Nielsen to launch a tool called ChannelDX, helping to identify the optimal channel mix for client campaigns.

Developed by SSCG, ChannelDX covers a broad range of healthcare professional (HCP) specialties across a wide selection of media channels, including digital and emerging media types. Users will be able to align campaign objectives with what motivates HCPs to engage with specific media channels for professional purposes.

The tool ingests information about brand strategy, target audience and channel capabilities, including advertising impact, effective investment levels and maximum reach; then helps determine which channels are most effective in achieving brand objectives, along with the impressions needed to drive engagement. This allows SSCG media planners to identify the point of diminishing returns for paid media channels, to ultimately understand how total media budget should be allocated across each channel.

Jay Wofsy (pictured left), Nielsen SVP, Planning and Ad Intel says the new solution offers a view of multiple planning scenarios based on market insights, investment and campaign objectives. SSCG Media Group CEO Debbie Renner adds: 'We're thrilled to be bringing the large-scale, proprietary HCP media intelligence and insight from SSCG Media Group together with the software-driven intelligence from Nielsen to offer this unique industry first'.

Web sites: www.sscgmedia.com and www.nielsen.com .

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