Acxiom Health's Audience Quality Outperforms Competition by 25% in Healthcare and Pharmaceutical Marketing Campaigns

January 17, 2024 at 09:00 AM EST

Solution designed with data ethics and privacy in mind, safeguarding healthcare information in full compliance with all legal and regulatory standards.

Acxiom®, the customer intelligence company, introduces Acxiom Health, the latest evolution in its data-driven healthcare and pharmaceutical marketing practice. Achieving a 25% increase in campaign conversions, Acxiom Health outshines competitors in head-to-head tests.

Built using Acxiom’s exclusive health audiences, enriched data, and advanced analytics, this solution supercharges customer engagement for pharmaceutical and healthcare brands, agencies, payers, and providers while setting industry benchmarks in data privacy and marketing performance.

Acxiom Health’s Audiences Key Achievements:

Showed 67% greater success in display and video advertising compared to other audience providers.
Achieved highest landing page views in branded and unbranded campaigns, with 73% of the total views, reaching 2.5MM more people in a recent social campaign.

"Acxiom Health transcends traditional healthcare and pharmaceutical marketing by ensuring every interaction is meaningful and relevant through data-enhanced, personalized experiences. We're proud to offer our exclusive set of health data and curated audiences, promising marketers higher conversion rates, increased customer acquisition and retention, and improved ROI." – Brady Gadberry, Senior Vice President, Head of Data Products at Acxiom.

Features Include:

Advanced AI Machine Learning Models: Uses over 300 million de-identified, HIPAA-compliant health-related records on Acxiom’s large-scale AI/ML modeling platform for precise, impactful, privacy-first marketing.
Detailed Data Insights: Includes InfoBase's ethically sourced demographic data and social determinants of health to provide in-depth customer understanding and potential interest in specific conditions, treatments, and products.
Audience Segments Options: Offers custom-built, direct-to-consumer and healthcare professional audiences designed to meet brand-specific KPIs or pre-packaged, cost-effective syndicated audiences for instant activation on major digital platforms.
Seamless Integration with IPG's Audience Console: Provides access to planning and media buying tools for enhanced audience insights and effective engagement strategies.

"We are lucky enough to work with many of the world's leading healthcare brands to enhance the reach and precision of their marketing campaigns. However, we often face limitations with data partners due to the complexities and highly regulated nature of the healthcare industry. With Acxiom Health, the industry now has a new source of trusted, high-performance audiences to include in our media optimization strategies." - Melissa Gordon-Ring, Global President at Initiative Health.

Delivering Smarter Customer Acquisition, Retention, and Growth Strategies with:

Personalized Engagement: Tailoring messages to individual health needs, interests, and concerns, increasing connection and loyalty.
Empowering Support: Leveraging data to understand and improve access to timely resources and better outcomes.
Market Expansion: Identifying emerging and underserved areas through analytics for strategic growth and brand impact.
Optimized Marketing Spend: Pinpointing best audiences for engagement when and where it matters most, maximizing ROI.
Compliance Alignment: Ensuring safe modeling processes without using PHI or PII data and maintaining regulatory compliance with HIPAA regulations and the Network Advertising Initiative Guidelines.
Proactive Adaptation: Anticipating and preparing for future healthcare trends and challenges with predictive analytics.

Important Information: Acxiom's models do not predict whether a particular individual has a past, present, or future physical, mental, or medical condition. Clients may not use our models in a manner that would express or imply a consumer may have a past, present, or future physical, mental, or medical condition.

For more details on how Acxiom Health elevates healthcare and pharmaceutical marketing or our data privacy practices, please visit acxiom.com/healthcare.

About Acxiom

Acxiom partners with the world's leading brands to create customer intelligence, enabling data-driven marketing experiences that generate value for people and for brands. The experts in identity, the ethical use of data, cloud-first customer data management, and analytics solutions, Acxiom makes the complex marketing ecosystem work, applying customer intelligence wherever brands and customers meet. By helping brands genuinely understand people, Acxiom enables experiences so relevant and respectful, people are willing to explore new brands and stay loyal to those they love. For more than 50 years, Acxiom has improved clients' customer acquisition, growth, and retention. With locations in the US, UK, China, Mexico, Poland, and Germany, Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Acxiom.com.