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.
London, England – (8th Dec 2022) – Acxiom®, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, together with Treasure Data, an award-winning enterprise customer data platform (CDP) provider, today announced the launch of HCP Engage.
The pandemic spelt the immediate end of Pharma reps’ valuable and regular face-to-face time with Healthcare Professionals (HCPs). This resulted in the rapid shift to alternative communication channels, which at times were less engaging, less coordinated, and largely less successful for pharma marketing. When HCPs are not treating their patients, they typically spend time researching advancements in healthcare and new medications. However, HCPs have become increasingly frustrated with what they often consider excessive irrelevant information, with some resorting to providing fictitious email addresses to evade the noise. All this results in decreased engagement with the pharmaceutical brand, and ultimately drop in conversion, as evidenced in a survey of 984 physicians.*
“HCP Engage” is a healthcare professional engagement platform from Acxiom and Treasure Data. HCP Engage combines unified data intelligence, professional services, consultation, and implementation services from Acxiom with market-leading technology from Treasure Data. The platform is designed to provide better experiences for HCPs by connecting data from disparate sources, bringing it all in one place to offer pharmaceutical marketers an easy, no-code way of customising and delivering on personalisation efforts.
Pharma marketers will be able to build a unified HCP view based on engagement history, demographics, and interactions with content. Using that unified customer view, the Treasure Data Customer Data Cloud can help marketers build HCP audiences based on product, behavioural, and HCP insights before finally activating that data across marketing platforms, including web, app, social, and CRM. This combination of customer data and insights will help HCP audiences to receive truly relevant communications across marketing platforms and channels.
“Pharmaceutical companies have been on a journey to digitalise, but COVID-19 has made this an immediate priority as opposed to a future roadmap”, said Michelle Teuscher, Industry Principal, Life Sciences Treasure Data. “The benefits of HCP Engage are wider reaching than just Pharma brands. In the future and over time, the digitalisation of HCP comms will give pharma more insights and the ability to react quickly to potential health trends well in advance”.
“Collaboration between industry partners and healthcare professionals ultimately benefits patients” said Mike Menzer, EVP, GM of Acxiom International. “These relationships are based on an exchange of information. Marketers are creating new ways of connecting with HCPs, and investing in engagement platforms that enable partnership across the healthcare ecosystem. Acxiom & Treasure Data are honoured to be a part of this healthcare journey to equip pharma, industry partners & HCPs to collaborate better “.
HCP Engagement Solutions
Engage your HCPs like never before
About Acxiom
Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG).
About Treasure Data
Treasure Data helps enterprises use all of their customer data to improve campaign performance, achieve operational efficiency, and drive business value with connected customer experiences. The Customer Data Cloud, our suite of customer data platform solutions, integrates customer data, connects identities in unified customer proles, applies privacy, and makes insights and predictions available for Marketing, Service, Sales and Operations to drive personalised engagement and improve customer acquisition, sales, and retention. To learn more, visit www.treasuredata.com.
* Indegene surveyed 984 physicians across the United States, United Kingdom, France, Germany, Spain, and Italy, India, and China. 70% of HCPs said that pharma representatives do not understand their requirements completely. Further, 62% of HCPs said that the most significant area where pharma representatives can add value is by understanding the needs of HCPs and sharing only relevant content with them to make the interactions more insightful.
