PatientPoint Launches Audience Builder Solution
PatientPoint has released a new precision targeting tool for point-of-care marketing campaigns designed to help life sciences brands find and reach every possible patient with relevant, meaningful messaging. The PatientPoint Audience Builder leverages medical claims-based targeting to access diverse populations and deliver relevant and inclusive messaging throughout the treatment journey. Traditional census-based demographic targeting strategies make assumptions about patients from who they are to where and how they receive care. This means that despite brand investments in multicultural or inclusive marketing, they still fall short of reaching every possible patient who could benefit from treatment.
By analyzing medical claims data, PatientPoint’s proprietary Audience Builder technology enables life sciences brands to more confidently reach every possible patient seen by the 140,000 healthcare providers in the PatientPoint network. “By leveraging advanced targeting capabilities, Audience Builder gives brands the opportunity to find, reach, and engage every patient in a culturally appropriate way in the moments that matter most—creating real, meaningful connections, maximizing impact, and driving better outcomes,” states Andrew Schultz, PatientPoint Chief Product & Strategy Officer.
Audience Builder’s advanced segmentation program is designed to help brands find and reach populations with high condition prevalence, identify campaign subsets that would benefit from culturally relevant messaging, and message to under-supported populations. It can also build target audiences based on age range, gender, education level, or household income.
“While point of care in and of itself is a precision targeting approach, Audience Builder takes the power of the channel to new heights and helps brands expand reach to underserved patients,” says Publicis Health Media Vice President of Point of Care Media Yesenia Bautista. “By investing in inclusive, relevant messaging to patients in diverse communities, brands can prove a meaningful commitment to better health for all.”
Evoke Launches Audience Intelligence Offerings
Evoke, a leading global health and life sciences brand, experience, and communications platform and an Inizio company, launched a new client audience intelligence offering comprised of four key data solutions. These data solutions are designed for life sciences and pharma clients to reveal previously unattainable insights and ultimately enhance the strategies of marketing and communications teams, facilitating engagement with individual stakeholders throughout the product lifecycle.
Narratev, an info-seeking behavior identifier and strategic catalyst, unlocks real-world, digital behaviors to bring clients robust channel and content strategies while increasing the quality and volume of engagement with HCPs, patients, and payers.
Affinitev, an influencer identification and optimization offering, bridges the gap between life sciences companies, HCPs, and patients through influencer identification.
Adaptev, a digital performance and refinement solution, fine-tunes business performance through individual stakeholder reporting, ensuring media plans and messaging hit the mark with intended target audiences.
Finally, Collectev, Evoke’s health disparity predictor, analyzes the key factors that affect underdiagnosis and unchecked disease progression on a micro-community level. This solution quantifies these risks and crafts tailored strategies for each community’s needs and communication preferences.
“The introduction of our audience intelligence offering strengthens Evoke’s role as a critical partner for driving transformative growth for our clients,” stated Reid Connolly, Evoke CEO and Founder. “Now more than ever we’re able to help solve our clients’ toughest commercial challenges with more in-depth, real-world data that provide our clients a clear edge in the marketplace.”
EVERSANA and Amazon Set Out to “Pharmatize” AI
EVERSANA, a leader in life sciences commercial services, is teaming up with Amazon Web Services (AWS) to progress the use of generative AI for the life sciences industry by helping pharmaceutical manufacturers drive efficiencies and business value while improving patient outcomes. EVERSANA will leverage its digital and AI innovation capabilities while Amazon contributes Amazon Bedrock, a fully managed service for building and scaling generative AI applications that make a selection of industry-leading foundation models (FMs) accessible via a simple API.
Together, the teams will identify, develop, and deploy high-impact solutions across the pharmaceutical commercialization value chain by applying best-of-breed FMs as the companies work to solve customer challenges. The ultimate goal of the EVERSANA and AWS partnership is to “pharmatize” AI, offering world-class security and privacy controls and adhering to ethical frameworks for responsible AI development, to ultimately benefit patients, HCPs, and payers.
“We believe we are at an inflection point in the life sciences industry with the rising influence of AI to transform capabilities and reimagine everything from customer experiences and omnichannel engagement to software development and operating models,” stated Jim Lang, CEO, EVERSANA. “Companies that find the optimal balance of human and AI-powered services will leap ahead in every industry, and pharma is no different. Together with AWS, our goal is to bring AI across the life sciences industry or ‘pharmatize it,’ shaping the future of digital transformation, driving value for our clients, and making a remarkable difference in the lives of patients.”
The teams are planning some initial applications that include medical and regulatory review process solutions, to help optimize time-consuming, manual compliance operations; field and patient assistance solutions, like chatbots, to automate mundane tasks and provide more accurate responses to improve user experiences; and finally disease and product education content generation and personalization services, which will help life sciences brands improve engagement with and education for both HCPs and patients.
EVERSANA’s work with AWS is expected to increase the speed and reach of their future AI innovations by leveraging AWS’ robust and flexible generative AI services. The partnership’s extensive experience will ensure security, compliance, and scalability when developing solutions that life sciences companies demand.
Omnicom Health Group Rebrands
Omnicom Health Group (OHG), a global healthcare marketing and communications group, has announced a network rebranding to boldly drive the organization into its next era as the most “networked network to change people’s lives for good.” The new creative brand puts DE&I and data at the center of everything the network and its companies do, featuring a new logo and design elements that embody their employee’s sentiment of the organization’s culture, manifests the global network’s ambition, and describes a new brand narrative that clarifies the complexity of the network’s portfolio for both clients and employees and clearly articulates what OHG does.
The brand will also be built on collaboration with different perspectives being shared across five functional disciplines: 1) patient advocacy and clinical trial management; 2) medical communications; 3) consulting and research; 4) value, access, and HEOR; and 5) creative and media. Plus, what previously were departments in OHG will now be “accelerators,” which will help prepare both staff and clients. For example, accelerators for staff, like Healthy Inclusion are meant to offer opportunities to shift mindsets and dig deeply into conversations about diversity, equity, and inclusion to help create an equitable future.
“We find that involving our people and our clients in learning and development accelerators enriches and grows talent at all levels, making connections that break the typical vendor-supplier relationships,” said OHG’s CEO Matt McNally. “I think great things will come from our taking a look both outward and inward, defining who we are, what we stand for, the values that drive us every day and celebrating the different companies and their cultures that weave together to become the tapestry that is OHG.”
