DirectMail.com Signs HealthMedia Concepts

DirectMail.com, a recognized leader in data-driven solutions for mid-market and enterprise healthcare organizations, today announced the signing of Agoura Hills, Calif.–based HealthMedia Concepts, a leading agency specializing in advertising and marketing on behalf of independent and small chain pharmacies and pharmaceutical wholesalers and manufacturers. Under the terms of the agreement, DirectMail.com is providing an end-to-end direct mail solution that leverages GeoInsight™, its proprietary real-time database analytics and list-building tool; DirectMail.com’s recently expanded healthcare data assets, which feature 70 new data elements that allow more precise data segmentation based on the healthcare customer decision process; and DirectMail.com’s on-site creative, production and distribution facilities.
HealthMedia Concepts serves over 12,000 independent and small chain pharmacies nationally. To compete against national chains, these retailers typically specialize in niche market areas, offering products and services geared to specific patient populations such as diabetics, senior citizens, new mothers, vitamin users and so forth. Specialized products for these customer groups can be hard to find in major chain stores that try to be all things to all customers.
GeoInsight, drawing on DirectMail.com’s extensive healthcare database, allows HealthMedia Concepts to segment data and identify potential target groups within the pharmacy’s locale and/or specifically identify residents who fit a preexisting niche group. Among other insights, the segmentation process can lead to: a Prescription Penchant Score, which predicts the likelihood that a consumer will take doctor-prescribed medication; Therapy Triggers, which identify specific triggers related to diet, health and medicine; and Special Attributes Data, which detail specific ailments as well as other socioeconomic information.
HealthMedia Concepts President Steven Wagner said, “DirectMail.com provides us tools and data that enhance the richness of the marketing programs we can offer our customers. Being able to develop specific customer profile data and offer it to our clients is an important business differentiator for us. It gives us a true competitive advantage in the marketplace.”
Mike Savage, DirectMail.com’s Vice President of Marketing Solutions, said, “We are pleased to sign HealthMedia Concepts as a customer and help the firm bring our proprietary geo-targeting and data visualization tools to its clients. Neighborhood pharmacies fulfill an important role in consumers’ lives, yet it is difficult for them to compete against large national chains. Marketing smarter and leveraging the economies of scale that group purchasing can achieve are two economical ways to drive store traffic and increase sales.”

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