Real World Data and Social Determinants of Health can now be used for precision cross-channel pharmaceutical marketing campaigns
CAMBRIDGE, MA. – January 24, 2019 – Swoop, the company driving better patient outcomes through AI-generated digital audiences for the life sciences industry, today announced an exclusive partnership with health data provider IPM.ai to leverage their database of the medical histories of 280 million Americans in order to serve ads that are optimized towards unique diagnosed visitors (CPUDV). This makes Swoop the only digital advertising platform that offers real-time optimization for the metric that is most closely linked to prescription lift and is a powerful indicator of audience quality. This proprietary technology will allow pharmaceutical marketers the ability to optimize against metrics traditionally used only for measurement. Increasing the amount of media spend that is going towards a diagnosed patient for your disease state will both increase ROI as well as help eliminate fraudulent traffic. "This is a giant step forward for the entire pharmaceutical marketing industry," says Swoop CEO and co-founder Ron Elwell "Brands have had access for some time to CPUDV and prescription lift data, but it's always been a trailing indicator, coming out months after the media has run, with no ability to actually improve performance during a campaign. This allows us to leverage what digital is good at: making optimizations against real-world health outcomes that drive sales. "AI and big data have always held the promise of driving more informed and strategic decisions," said Elwell. "By combining years of health data on 280 million people with the online health browsing habits of the general population, Swoop has brought this ability to / pharmaceutical marketers. No longer is it measurement for measurement's sake, but rather a powerful strategic tool that brings real-time optimization of a real-world result."
Swoop empowers the world’s leading healthcare and life sciences organizations to better educate patients about disease states and the therapies that could effectively treat their conditions, as well as enable them to become active participants in their medical journey. Swoop’s HIPAA-certified and NAI-accredited system of engagement precisely engages ideal patient populations through cross-channel marketing strategies by utilizing granular-level longitudinal analytics, artificial intelligence and machine learning in conjunction with a real world data pool of over 300 million de-identified patients and a behavioral data stream of over 65 billion anonymous consumer transactions.
Chief Marketing Officer
IPM.ai is an Insights as a Service (IaaS) company that empowers the world’s leading life sciences brands to better understand and improve the lives of patients through the research, development and commercialization of new therapies and modalities of care for specialty and rare disease. IPM.ai’s system of insight streamlines patient discovery, treatment journey mapping, referral network intelligence, key opinion leader identification, market segmentation and adherence modeling by utilizing granular-level longitudinal analytics, artificial intelligence and machine learning in conjunction with a real world data, social determinants of health and outcomes research pool of over 300 million de-identified patients.
Chief Marketing Officer