Pharmaceutical and Healthcare Advertisers
Prospecting & Lead Generation
MindScores Prospect Universe Database
Provides extensive consumer prospect reach and insight that increases targeting scale and accuracy.
Our MindScores Prospect Universe Database is a modeled consumer and health database of every household in the US with thousands of selectable data elements. MindScores encompasses billions anonymous health insurance claims, tens of thousands of consumer surveys and US Census data with propensity scores and rankings of households in zip+4 clusters by treated diseases, co-morbidities, Rx and OTC treatments, and medication compliance by consumers, providing a highly responsive addressable direct marketing file for direct mail, opt0in email, online display ads, newspaper and magazine inserts, addressable cable TV, telemarketing and market research.
MindSet is uniquely capable of rapidly analyzing and predicting large data sets. This means clients get the results they need quickly and accurately. Project results can be provided in flat or SAS datasets or other compatible files, online applications, written reports, and maps.
Health Plan and Physician Scoring, Ranking and Evaluation for Pharmaceuticals
Having access to and preferred tier position on health plan formularies play a key role in determining the success of pharmaceutical marketing and sales efforts. MindSet Marketing Solutions can score and rank your health plan trading areas where you have high access and low consumer yield in terms of patients and prescriptions. Consumer radii sweeps around those plans matched with a geoMEDICX tag for the same areas can provide a guide to those areas that are most desirable to activate a direct to consumer or direct to patient marketing campaigns to help drive improved sales results.
Geomedical Targeting
Marketers are moving away from mass marketing and looking for a more focused direct-to-patient approach comprised of many patient and consumer insights.
Market segmentation models began this shift. But, the demographic, lifestyle, and media variables used to define differences remained static for the life of the segmentation model being used. In addition, until now, no company has been able to integrate billions of anonymous health insurance claims into the mix. These static variables introduced considerable bias into analysis by assuming all patients-consumers are defined by the same variables that were used for building the competing market segmentation system types regardless of whether or not they were actually being treated for a disease.
The same can be said about online geographic and behavioral banner advertising. The fact that someone searches for a disease or drug or goes to web sites like WebMD, does not qualify them as having the disease. MindSet has changed the rules when it comes to targeting pharmaceutical and healthcare consumers. We first find the households that score and rank high for household member being treated for the disease. That's what the billions of anonymous insurance claims enable us to do. Then, we do a cluster analysis of the zip+4's locating the highest concentrations of your target disease and deliver geoMEDICX targeting tags to the media channel you wish to buy inventory. The media channel then activates a highly customized geomedical targeting campaign on your behalf.
geoMEDICX Targeting Tags
The MindScores Prospect Universe of zip+4 scores and rankings are the building block to creating your custom geoMEDICX targeting database. MindSet uses a powerful approach to apply analyze and profile the highest concentration zip + 4's to determine the lift a campaign will likely see for the types of patients and consumers present. This approach eliminates the averaging effect of large areas that are often the result when using traditional consumer segmentation systems, which inhibit the production of meaningful results and waste valuable marketing dollars.
MindSet works with you to identify your consumer target attributes for a given campaign. Then we mine through the MindScores Prospect Universe patient and consumer variables to identify those target variables and score, rank, and weight them by their contribution for predicting your targets location by zip+4 to produce the highest lift possible. MindSet also helps clients profile and understand the patient and consumer characteristics of any geographic area by medical condition and Rx or OTC brands. Geographic areas can be defined as radii around points, health plan and physician trading areas, census geography, DMA media market, MSA, county or custom-defined geography.
Media Analytics
mediaMEDICX
Link Your Rx Brand Targets to Medical Condition and Drug Use, Consumer Behaviors and Media Preferences
To help pharmaceutical marketers better understand and leverage the value of their television and other media investment, Mindset Marketing's Media Analytics Solutions provide analyses and media solutions that link Rx brand targets to medical conditions and drug usage, consumer behavior and media preferences. MindSet's MindScore Ratings provide more precision in targeting, media mix and program selection decisions, and drive ROI in ways that can be measured and quantified. MindScores ratings for an Rx brand's consumer target are developed through the integration of pharmacy and medical insurance claims, consumer panel and other behavioral data along with media preference data within MindSet's MindFusion and data integration platform. MindScores analyses can be developed for both national television and magazine plans and buys. MindScores ratings for an Rx brand's consumer target are used to analyze individual programs and optimize total schedule performance. The result is more improved schedule effectiveness and measurable ROI.
Filtering Health Insurance Claims And Consumer Data To Identify Media Ratings by Medical Condition
Based on our clients marketing objective, MindSet uses health insurance claims and consumer purchase information to build a strategic target by medical condition and treatment. Then, MindSet filters through surveys and uses sophisticated mathematics to identify the television viewing, radio listening, print readership, internet usage and outdoor media channel responses to get a group of patients/consumers in the panel that match the marketing consumer target. The end result is an efficient television or other media channel consumer target that is centered on the brand's marketing consumer target
Business Applications
- How can I efficiently allocate my media buys by the preferred shows, stations, magazines and more to reach more of my consumer target by disease?
- Which programs allow me to target competitive brand users for conversion? How can I get out in front of key word searches owned by competitors to optimize my display ad placements and lead generation opportunties?
- How can I enhance my ROI on consumers highly responsive to TV or other media channels and have the likelihood to remain loyal to the therapeutic class?
- How can I determine if the programs, newspaper, magazines or search engines I selected match my consumer target by disease?
Benefits
- Improve impact of advertising strategy by directly linking specific marketing objectives and TV media or other media type decision-making
- Enhance current media selection practices with the goal of driving more volume
- Go beyond traditional age and sex demographics to identify which TV or Radio programs the target consumer is viewing
- Better match program inventory to strategic brand targets
- Evaluate media ROI based on how many brand targets were reached
- Track schedule results and implications over time
- Deliver more messages to the desired consumer by choosing programs that match your consumer target
Advanced Analytics
modelMEDICX Predictive Modeling
Now, faster computing technology and more granular data for every zip+4 and household in the United States allow analysts to make predictions using any one of the thousands of variables that MindSet Marketing Solutions maintains. Predictions are no longer based upon generalized types.
MindSet Marketing Solutions can build a professional quality predictive analytics and prospect targeting model from your data or other third party data as practical cost-effective option for any marketer. With modelMEDICX, we have an automated predictive model building process, reducing the cost and turnaround time of traditional modeling and analysis, and improving response rates and lift by as much as 10-15%.
MindSet’s modelMEDICX allows you to create models using hundreds and even thousands, rather than tens, of variables, literally "on the fly". This increases the likelihood that subtle predictors will be found, resulting in models that can outperform regression-based approaches by 15% or more. Mindset uses patented genetic algorithms that automate the tedious, time-consuming data analysis process, reducing the total model development cycle time from weeks or months to just days. Using this approach, you can leverage hundreds or even thousands of data attributes in analytics models, reducing the manual process or selecting variables.
Custom Consumer Intelligence
customMEDICX
MindSet Marketing Solutions provides data and insight like no other company. That's why we offer client-focused solution teams to work with you to create the best solution for your unique situation. In some cases, this means a custom solution. Our customer solutions teams work directly with you to understand your business needs and develop a solution designed to generate rapid results and measurable returns. Our experienced consultants will help you generate the insight you need with our revolutionary information production capabilities, proprietary mathematic and statistical approaches, finely detailed MindScores consumer and health prospect universe databases, and software developed by our mathematical teams. Our custom project work has been proven many times over through successful client results.
MindSet's' data can help you to acquire exact and correct addresses and expand your reach and response rates, all while saving money.
We also offer these customized services to our clients:
- Data processing including merge/purge, intersections, and de-duplication
- Data cleansing to help you standardize list format and correct incomplete addresses
- Data list and campaign enhancements to include geomedical and health plan trade area segmentation
- Segmentation appends and analytical criteria added to your existing customer and prospect data sets
- Predictive modeling applied to your data to analyze, precisely target, and rank the common variables identifying your best customers
Personally Identifiable Information (PII) is not included in MindSet Marketing Solutions health insurance and consumer data. All data are sourced and provided de-identified.
