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Health Care Partnership for Nielsen and WKH
US-based phama business intelligence firm Wolters Kluwer Health (WKH) and Nielsen have formed an alliance to analyse consumer purchasing behaviour for prescription, over-the-counter (OTC) and other health-related products.
The pair's Healthcare Consumer Informatics Alliance integrates Nielsen's TV and online ratings, and consumer OTC and CPG purchasing and behavioral data from Homescan and Scantrack with WKH's anonymous longitudinal patient and dispensed pharmacy data from its SourceLx and Pharmaceutical Audit Suite (PHAST). A joint consulting team, comprising members of both companies, is already in place to service clients.
As part of the partnership, the companies have launched their first co-developed solution, the HealthScape platform. This combines anonymous patient prescription-related transaction data with consumer purchasing, attitudinal and behavior information to uncover insights into market activity, patient trends, consumer segmentation and targeting opportunities.
In addition, the solution directly links health related purchases to influencers such as managed care, TV and Internet advertising, in-store merchandizing and physician recommendations.
Matt Dumas, MD for NielsenHealth said that the alliance provides a consumer-centric view of the patient and the marketplace with metrics that bring a 'new kind of accountability' to healthcare marketing.
David Martin, VP of Sales and Marketing for WKH added: 'Informatics created by our alliance provide an understanding of not only what patient purchasing patterns are, but what is driving those patterns. This information is critical for the industry to better develop and deliver appropriate product messages.'
The partners are online at www.wkhealth.com and www.nielsen.com .
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