Inizio Launches Strategic Engagement Offering to Transform Customer Experiences

Inizio, a global commercialization partner dedicated to the health and life sciences industry, announced that Inizio Engage will now combine the strength, expertise, and proven track records of Ashfield Engage and The Creative Engagement Group (TCEG) into a unified global strategic, commercial, and creative engagement partner.

Inizio Engage was initially announced as one of Inizio’s five business units when the organization formed in June 2022 from the combination of Huntsworth and Ashfield, but until now the company has maintained the Ashfield Engage and TCEG brands. Now, those brands will be retired under Inizio Engage’s new structure, as the organization looks to launch this new purpose-built brand that aims to change the way the industry interacts with its customers.

“The life sciences industry is experiencing a lot of changes from launching more specialist products than ever before to mounting pricing pressure to higher expectations from patients, payers, and healthcare professionals, so the industry needs a partner with experts who can help them maximize their opportunity to get new life-saving medicines in the hands of patients as quickly, efficiently, as effectively as possible,” Greg Flynn, Global President, Inizio Engage, told PM360. “By combining all of the capabilities needed to address this evolving landscape as one business, we believe Inizio Engage can be different from any other industry partner currently out there.”

Inizio Engage’s service offerings will be grouped into five specialist areas:

  • Decision Optimization: Brings together expertise in data and integrated insights, treatment experience design, independent industry benchmarking, and market access. All combine unique methodologies, advanced analytics, and deep expertise to ensure clients’ engagement strategies become their best source of competitive advantage.
  • XD (Experience Design): Combines insight, expertise, and creative to design and deliver world-class experiences that engage people, change mindsets and behavior, enrich cultures, enhance skills, and drive overall business performance.
  • Patient Solutions: Harnesses the power of empathy and insights to enhance access and adherence, delivering patient-centric engagement solutions built upon a strong culture and heritage, a wide range of capabilities, deep expertise, and partnership.
  • Medical Affairs: Provides vital medical information and compelling scientific dialogue to meet regulatory requirements, achieve business objectives, and enhance the customer experience.
  • Commercial: Combines the latest technology and data-driven insights with motivated teams to create innovative omnichannel solutions designed to accelerate sales performance and maximize commercial success.

Meanwhile, other companies within Inizio Engage such as Nuvera, WRG, PROPENSITY4, Ashfield Event Experiences, Ashfield Excellence Academy, Axiom, Cormis, and Logicearth will keep operating as specialist brands for now as the organization works to further establish the Inizio Engage brand over the course of this year.

Through all of its offerings, Inizio Engage’s efforts already power over seven million engagements annually and draw upon the efforts of more than 7,000 global experts. Inizio Engage now encompasses analytics, technology, training, and delivery experience across health and life sciences to ensure the right message is delivered to the right person, at the right time, and in the right channel to affect change.

“Today’s engagement model has to evolve to become much more sophisticated and aligned to the needs of the individual,” Flynn explains. “Our capabilities allow us to ensure we are maximizing any engagement by developing content using the most relevant behavioral science and then utilizing advanced commercialization decision support analytics to understand the right engagement mix so that human-led and technology-led engagement channels are working harmoniously together to deliver moments that truly matter to each customer.”

Additionally, as life sciences companies are increasingly choosing partners based on their regionalization and globalization needs, Flynn says the plan is for Inizio Engage to launch several global service offerings over the course of the rest of this year.

“We’re looking ahead around where the trends are going from our customer’s perspective and reacting so that we can continue to drive value,” Flynn explains. “Our goal, both in the short- and long-term, is to maintain is that we’re the most relevant and reliable commercialization engagement partner in all the major launch markets.”

In a statement, Paul Taaffe, Chief Executive Officer of Inizio added: “For companies working in the health and life sciences sector, the route to market and beyond is complex and businesses need to rely on a multi-specialized partner with the skill set, technology, and track record to help them confidently navigate that journey. Inizio Engage is taking a leading role in rewriting the rules of engagement to drive better outcomes for our clients and their patients.”

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