Healix Launches Global Pharma Media Planning Tool
New York, NY: Healix, the healthcare focused media agency from IPG Mediabrands, announces the launch of DNA, a healthcare calibrated planning tool that collects emotional and scientific data from real people and transforms it into smart, targeted media solutions. DNA allows Healix to go beyond the who, what, where, when and how people engage – and get to the “why” people engage the way they do.
The DNA platform, in accordance with HIPPA, anonymously gathers emotional data directly from patients and caregivers. Gaining insights from its database consisting of a connections panel of thousands of consumers across the globe, DNA allocates media decisions based on psychological data gathered about patients regarding which media influences them to take actions, such as researching treatment medication, talking to a doctor or filling a script. Additionally, DNA recommends an optimal media mix to drive a brand’s business objective.
From a healthcare professional perspective, DNA revolutionizes the physician path to script. The platform is home to a dedicated connections panel of doctors across specialties which allows unprecedented insight into how Doctors use consumer media, how Doctors notice and process physician efforts and media, and which elements are most effective in driving openness to recommendation and finally scripts. With a database of in-depth physician insights, DNA provides list matching functionality and helps identify the best way to frame the message at a time when they are most receptive to receive that message. The insights gained allow marketers to engage HCPs as individual people, not just as a profession.
When we understand why people engage, we are able to build more effective media campaigns for both consumers and HCPs. While I may look very much like another person from a demographic profile perspective, the reasons that I make the decisions I do will ultimately be different.” says Jeffrey Erb, president, Healix. “Those are the insights that DNA provides. The DNA tool is applied to all of our customers’ campaigns during the planning stage and the insights derived drive each media strategy to help us exceed our clients’ expectations.”
Michael Baliber, senior vice president, Healix, adds, “Our DNA tool helps our team develop the optimal media mix to drive a brand’s business objectives. It outlines which media channels influence patients, caregivers or doctors to take actions, such as researching treatment medication, talking to a doctor or writing a script. Those insights, when aligned with campaign objectives, create overwhelmingly effective media campaigns.”