In an effort to raise the bar on consumer health targeting, messaging and measurement, Nielsen and Wolters Kluwer Health have launched HealthScape, an information platform.
The platform touts “de-identified patient prescription-related transaction data,” courtesy of Wolters Kluwer Health, combined with “consumer purchasing, attitudinal and behavior information,” from Nielsen, according to a company release.
Specifically, Nielsen will offer its consumer OTC and consumer packaged goods data from its Homescan and Scantrack services. Wolters Kluwer Health will provide data from its SourceLx and Pharmaceutical Audit Suite (PHAST) services.
Media buyers, for example, can use HealthScape's prescription drug data to assess ad executions with greater precision, according to Rick Crangle, national director at Wolters Kluwer Health. “The same metrics used to calibrate and execute media plans for consumer products can now be employed to bring more accuracy and sophistication to prescription drug media efforts. Key factors for determining [pharmaceutical] ad placement vary by product and market, but include managed care, physician recommendations, race, age and gender,” said Crangle.
Factors driving patient purchasing patterns, which are measurable by HealthScape, include co-morbidities, severity of condition, type of insurance and impact of co-pay versus retail price, managed care formulary controls and mass media advertising, and others, according to Crangle.
HealthScape products are available in both subscription report format or as ad hoc reports, and can be customized based on a client's needs, noted Crangle.
“The issue until now has been that manufacturers could not measure the impact of specific marketing or promotional tactics for a given campaign. Now HealthScape links these activities directly to the prescription and OTC-related consumption for individuals,” he said.