Ipsos MMA brings a new approach to measuring the impact of commercial investments across the patient and physician journey to maximize campaign value for pharma brands and their agency partners.

NEW YORK, April 27, 2022 /PRNewswire/ — Ipsos MMA, a leader in helping pharmaceutical and healthcare brands measure and optimize the value of their promotions for patients and healthcare professionals, today announced a partnership that incorporates the Ipsos MMA’s unified patient and healthcare professional attribution model with HealthVerity IPGE, the industry’s leading infrastructure for patient identity resolution, privacy, governance and large-scale data exchange scale on health care and consumers. The partnership provides privacy-protected and HIPAA-compliant activations with media platforms for pharmaceutical brands as a closed-loop, end-to-end measurement and optimization solution.

The partnership enables pharmaceutical brands to measure the impact of investment on patient and physician journeys.

This innovative and scalable capability enables pharma marketers to generate and activate audiences, measure the quality of audiences reached, and optimize for omnichannel net conversion growth while campaigns are in-market. Through a combination of privacy-protected and HIPAA-compliant data, processes, and advanced AI modeling, brands can now automate “next best actions” across patient and physician journeys to generate incremental scripts and membership, thereby maximizing long-term profits.

Ipsos MMA’s unified patient and healthcare professional attribution model has been validated with clients and proven to deliver measurable improvements in revenue and profit. Ipsos MMA was also named a leader in The Forrester Wave™: Marketing Measurement & Optimization Solutions, Q1 2022.

“We’ve partnered with some of the biggest pharma brands, their agencies, HealthVerity, and industry data partners/platforms across the media ecosystem to validate that our integrated solutions will drive better outcomes for our customers. We believe that by working closely with them to operationalize these capabilities, they will be proven to deliver transformational results for the industry,” mentioned Doug BrooksEVP at Ipsos MMA. “Ipsos MMA’s unified patient and healthcare professional attribution capability unlocks the omnichannel opportunity for pharma executives by leveraging synergies between DTC, healthcare professional and sales force , enabling orchestrated planning, optimizing in-market campaigns, targeting and building new audiences, and leveraging both patient and travel physicians for Next Best Action through an innovative usand of AI.”

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“With this capability, pharma brands can integrate patient and healthcare professional marketing journeys and enhanced data attributes to generate, activate and prioritize high-value audiences linked to downstream conversions while campaigns are Our unique solution does not rely on third-party cookies and is not impacted by advances in data depreciation.This approach offers brand and media planners real opportunities to optimize cross-platform and omnichannel investments. In a world where data privacy is critical, we can offer marketers and their agencies a safe way to activate and measure both traditional and digital channels against intended audiences,” mentioned Robert CardarelliEVP Analytics and Attribution for Ipsos MMA.

What is the benefit of this approach for pharmaceutical marketers?

• Holistic measurement and campaign management: Omnichannel Impact of Patient and Physician Journeys to Increase Patient Visits, NBRx, and Adherence

• Multi-channel optimization: Optimize campaigns across audiences, targeting tactics, partners, creative metrics, and reach and frequency – in flight

• Sequencing: Identify the next best actions to take in both patient and physician journeys to drive maximum uplift in conversions and ROI

• Campaign performance management: Ensure optimal audience quality and cost per qualified audience while respecting targeting criteria and final downstream actions

• Interoperable data ecosystem: With over 150 billion anonymized transactions from more than 75 unique data sources and 330 million patients, HealthVerity provides access to the largest healthcare and consumer data ecosystem available in the market today.

• HIPAA Compliant Data Cleanrooms: Securely gathers data with a HIPAA-compliant data cleanroom for audience selection and media measurement for HealthVerity’s back-end analytics. The comprehensive solution enables a full, closed-loop process to help target and optimize campaigns while ensuring clients get the results they want.

“We are delighted to combineand the advanced technology and real-world data infrastructure by HealthVerity IPGE with Ipsos MMA’s analytics services to deliver a market-leading analytics solution,” said Ben Walker, general manager of media and consumer data for HealthVerity. “The combined approach fills a long-awaited market need for a new way to bridge the gap between different HIPAA-compliant datasets, enabling closed-loop media measurement and optimization.”

Please Click here to learn more about Ipsos MMA’s unified patient/HCP attribution capability.

About Ipsos MMA

Founded in 1989, Ipsos MMA is one of the world’s leading analytical advisory firms. The company enables its customers to increase revenue and operating profits through its forward-looking, data-driven analytics, software and consulting solutions. Ipsos MMA is headquartered in New York, NY and is part of Ipsos, the world leader in personalized market research, which has major offices in more than 80 locations around the world. To learn more about Ipsos MMA, visit mma.com.

About Health Verity

Pharmaceutical manufacturers, payers, and government organizations have partnered with HealthVerity to solve some of their most complex use cases with transformative technologies and real-world data infrastructure. The HealthVerity IPGE platform, built on the foundational elements of identity, privacy, governance, and exchange, enables RWD discovery in the broader health data ecosystem, building patient journeys more comprehensive and accurate and the ability to power the best in class. analyzes and applications with flexibility and ease. Together with our partners, HealthVerity has built the modern path to data for the health information economy. To learn more about the HealthVerity IPGE platform, visit www.healthverity.com

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SOURCE Ipsos MMA (marketing management analysis)