Acxiom launches HCP Engage to engage healthcare professionals

Pharma data intelligence firm Acxiom is working with Treasure Data to launch HCP Engage – a platform that connects data from disparate sources and offers pharmaceutical marketers an easy, no-code way of delivering on personalisation efforts.

The marketing platform is designed to help pharma companies make deeper connections with healthcare professionals in a way that can improve patient outcomes.

The company says it aims to cut through the noise that is typically part of healthcare professionals (HCP)’s day when they’re trying to research healthcare advancements and new medications.

HCP Engage is claimed to allow pharma marketers to build a unified HCP view that is based on engagement history, demographics and interactions with content. With that unified customer view Treasure Cloud’s Customer Data Cloud then helps marketers to build HCP audiences based on product, behavioural and HCP insights.

The final step is to activate that data across marketing platforms, including web, apps, social and CRM.

Mike Menzer, EVP and GM of Acxiom International, said: “Pharmaceutical companies have been on a journey to digitalise, but covid-19 has made this an immediate priority as opposed to a future roadmap.

“The benefits of HCP Engage are wider reaching than just pharma brands. In the future and over time, the digitalisation of HCP communications will deliver more insights and the ability to react quickly to potential health trends well in advance.

The impact of covid has meant an end to pharma reps meeting with healthcare professionals face-to-face, but the shift to alternative communication channels has been less effective, engaging and focused.

Mike Menzer, EVP and GM of Acxiom International, said: “Collaboration between industry partners and healthcare professionals ultimately benefits patients.

“These relationships are based on an exchange of information. Marketers are creating new ways to connect with HCPs and are investing in engagement platforms that enable partnerships across the healthcare ecosystem. Acxiom and Treasure Data are honored to be a part of this healthcare journey enabling pharma, industry partners, and HCPS to collaborate better.”

Covid has also hastened the introduction of virtual wards – recently NHS Leicester, Leicestershire and Rutland went live with its asthma virtual ward.