Nielsen combines tools for new health offering
By integrating several of Nielsen's most well-known analytical tools—such as PERQ-HCI, Nielsen Media Research, Nielsen//NetRatings and Nielsen BuzzMetrics—NielsenHealth hopes it can more effectively tackle some of a pharmaceutical marketer's biggest challenges.
“NielsenHealth can make a significant difference by taking a lot of the capabilities and data it has and just repurposing it,” said Matthew Dumas, NielsenHealth managing director.
Health is but one vertical included in a suite of services that the parent company is calling NielsenConnect.
Consider Health's media-tracking and targeting capability. Dumas, who spent nearly a decade working with Procter & Gamble, said he sees “tremendous waste” in evaluating media based on demographics alone.
A more efficient way involves linking Nielsen Media Research's TV and Internet audience measurement data with other panel information to first identify only those suffering from a condition in terms of their media consumption. Then allow a marketer to drill down further.