For over 55 years, Acxiom has been a leading service provider for high-quality and innovative healthcare marketing solutions in the global pharmaceutical market and specializes in address management in the healthcare industry. Our customers have been relying on the quality and up-to-dateness of our products for years and appreciate our experience in pharmaceutical marketing.
Marketing in the pharmaceutical industry, also known as healthcare marketing, describes the marketing of pharmaceutical products and medicines. It covers all fields of health care such as doctors, pharmacies, health insurance companies and other areas. Sales of prescription drugs alone are expected to rise to 1.18 trillion euros by 2024. Unlike conventional marketing, however, pharmaceutical marketing takes place in a largely regulated market. The challenge is that more and more channels and new technologies are being incorporated into the marketing mix. Furthermore, a change in consumer behaviour must be planned for in the marketing measures. Because before going to the specialist, „Dr. Google“ is often questioned first.
Acxiom liefert kosteneffiziente und erfolgreiche Lösungen zur Forcierung der wichtigsten Marketing- und Vertriebsaktivitäten von Unternehmen.
Addresses of human doctors, pharmacies, clinics, old people’s and nursing homes, alternative practitioners, dentists, veterinarians, etc. Address potentials: Germany 600,000 addresses, Austria 40,000 addresses, Switzerland 25,000 addresses
Information on population, households, employment and purchasing power at all postal, administrative and fine-grained levels. Learn more
Acxiom helps companies to manage their sales force and regional marketing campaigns in a targeted manner. We also identify 22,000 pharmacies with a particularly high sales potential for specific products or services.
Diagnostic potentials, combined with sociodemographic, economic and spatial data at the microcell level
Reach consumers of over-the-counter health products with target group models across all relevant channels
Abgleich, Anreicherung, permanente Datenpflege durch Anbindung an die Acxiom InfoBase™ Healthcare Datenbank
The sale of OTC products is an important pillar for pharmacies. However, the expenditure for this is not the same everywhere. Our map shows that in the metropolitan areas and the cities in the south, more money tends to be spent on OTC products. In the new federal states, on the other hand, expenditure is significantly lower.
Konsumenten erreichen mit der passenden Zielgruppenauswahl, -Ansprache und Austeuerung über die richtigen Kanäle
Im Gesundheitsmarkt, in dem das Marketing gesetzlichen Grenzen unterliegt, spielt das Direktmarketing eine wichtige Rolle. Wird das Direktmarketing richtig ausgeführt, bedeutet das Werbemaßnahmen ohne Streuverluste. Dies geschieht im Normalfall über ein postalisches Mailing, Telefonanruf oder per E-Mail. Die personalisierte Anrede ist dabei besonders wichtig und erhöht den Erfolg einer Kampagne signifikant. Ein weiterer Pharmamarketing Trend ist die Fokussierung auf spezielle Zielgruppen, bedingt durch die wachsenden Ausgaben im Gesundheitswesen, wie z. B. Werbemittel, Porto oder Muster. Dies erfordert ein präzises Zielgruppen-Management.
Dies ist nicht zuletzt im Bereich der Arzneimittelwerbung in Deutschland – der Spezialtherapeutika – in Fernsehen und Internet unabdingbar. Acxiom kennt die passenden Zielgruppen. Mit seinem umfassenden Produkt- und Datenportfolio wird so die ideale Healthcare Marketinglösung geliefert. Durch das personalisierte Anschreiben in einem Postalischen Mailing beispielsweise fühlt sich der Empfänger persönlich angesprochen. Der Brief wird mit hoher Wahrscheinlichkeit zu Ende gelesen. Bei einer neutralen Anrede, wie „Sehr geehrte Damen und Herren“, fühlt sich der Empfänger eher nicht angesprochen. Der Brief wird voraussichtlich ungelesen weggeworfen.
Umsätze im Markt für Selbstmedikation summieren sich in Deutschland auf etwa 5 Mrd. Euro pro Jahr. 39 Millionen Konsumenten beziehen Produkte in der Apotheke, ohne vorher den Arzt zu konsultieren. Stattdessen nutzen sie Informationen aus verschiedensten Medien und sind offen für persönlich adressierte Direktmarketingmaßnahmen.
Außerdem werden Nutzer von OTC-Produkten immer differenzierter und anspruchsvoller. Im Zuge dessen wird das Wissen über Bedürfnisse, Einstellungen und Verhaltensweisen aller relevanten Zielgruppen immer wichtiger. Insbesondere dann, wenn es um den Erfolg von Direktmarketingmaßnahmen geht. Besonders hier ist die richtige Zielgruppenselektion und -ansprache entscheidend. Dies ist für werbende Pharmaunternehmen oftmals eine Herausforderung. Acxiom bietet Ihnen umfassende Möglichkeiten, Zielgruppen spezifisch auszuwählen und OTC-Konsumenten über alle relevanten Kanäle anzusprechen.
Our address database includes data from all doctors, dentists, pharmacies, clinics, retirement and nursing homes, healthcare providers and other healthcare stakeholders in Germany, Austria and Switzerland. Thanks to the high depth of information, the target groups can also be selected according to disciplines, additional training, occupational groups, age, focus areas and much more. Acxiom always provides you with the entire title with first and last name. This data can also be combined with information on population, age structure, households, employment and purchasing power at all postal, administrative and fine-grained levels. Another advantage is Acxiom’s geo-targeting with diagnostic potential. These can be combined with sociodemographic, economic and spatial data at the microcell level.
In addition to direct marketing, our data is also suitable for sales management, analyses, referrer marketing, invoice processing, service centres.
With over 600,000 addresses in the healthcare industry
The handling of addresses in the healthcare sector is one of the most demanding tasks of marketing and sales. Acxiom has specialized in address management in the healthcare market for over 55 years. With Medicadress, we offer you doctors‘ addresses as well as addresses of pharmacies, alternative practitioners, clinics, veterinarians and other healthcare facilities with valuable additional information (specialty, year of birth, telephone and fax numbers, etc.). All information is checked for accuracy and is updated daily.
Improve your data quality and reach new customers with our extensive address database: With approx. 600,000 data records, we cover all relevant areas of health management. From addresses to market data, targeting, pharmacy typology to target groups for OTC direct marketing and data audit / pool connection, you benefit from our comprehensive healthcare services in Germany, Austria and Switzerland for direct marketing, analyses, referrer marketing, invoice processing, service centres and much more.
Durch die Nutzung unsere Healthcare Services und Lösungen in Kombination mit der optimalen Zielgruppenauswahl und Kanäle haben wir für unsere Kunden sehr erfolgreiche Kampagnenstrategien entwickelt. Die Erfolge sprechen für sich:
Identification of high-potential pharmacies (A-pharmacies) for selected OTC phytopharmaceuticals. The limited field service resources of the company are to be used for the visits of the A-pharmacies.
With the help of a pharmacy environment analysis of approx. 2,000 high-potential pharmacies already known to the customer, separating factors are determined and a separate potential score (market score) is created.
Acxiom determines an individual catchment area for each pharmacy depending on its regional location.
With the transfer of the Market Score to all almost 21,000 pharmacies in Germany, the company recognizes 3,800 new A pharmacies. In addition, around 2,000 pharmacies will be marked as C pharmacies in the CRM inventory and will only be served via the call centre in the future.
An OTC manufacturer wants to support the distribution of a new product through personalized end-customer marketing in the environment of selected pharmacies. In addition to generating buyers, this is also intended to strengthen customer loyalty to pharmacies.
Definition of relevant prospects via selected Acxiom target group characteristics:
Persons with:
Determination of potential (reach) and address selection of audiences on various channels:
Sales figures in the following quarter resulted in significantly higher sales (+33%) in the regions where the consumer campaign was launched. The associated greater customer frequency in pharmacies also has a positive effect on pharmacists‘ customer loyalty to the manufacturer. A prospect database can optionally be built up via the addresses of the reactors.
Another essential factor for the success of a campaign is the timeliness and correctness of the data. If these requirements are not met, marketing campaigns reach target groups much less effectively. Furthermore, higher costs (production, postage, additional work) and additional working time are caused. Unnecessary costs are also avoided in sales management through up-to-date and correct data. This saves the sales representative travel costs, time for discussions and other appointments.
Our address database is continuously updated, expanded and maintained. In this way, we ensure that you are always up to date with us and that you can optimally control and implement your marketing and sales activities. Strong partners from the healthcare industry and a number of public sources serve to continuously check and expand all information. Acxiom attaches great importance to data protection and security. The collection and management of all data is carried out in accordance with the current data protection and copyright regulations in accordance with the EU GDPR and BDSG.
Whether in Germany, Austria or Switzerland – acxiom offers you data and solutions that help you make the most of your potential. They benefit from all changes in our Infobase™ Healthcare database on a daily basis – for the target groups that are most important to them.
Valid addresses and relevant additional information for each address are the be-all and end-all of every successful customer approach. Acxiom attaches particular importance to the permanent maintenance of the data. Strong partners from the healthcare industry and a number of public sources serve our employees to continuously check and expand all information. With a delivery rate of almost 100%, you can reach the entire German healthcare market with Acxiom. Put us to the test: We will be happy to compare your data against our database without obligation and identify new market potential for you!
Our current target group planners support you in planning your marketing campaigns for the German, Austrian and Swiss healthcare markets.
Do you have any questions about our comprehensive product portfolio or would you like individual advice? The Acxiom team of experts will be happy to assist you and provide you with an individual offer:
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