Flip the Data Foundation with HealthStyles

At Publicis Health, we recognize the array of challenges healthcare marketers face and are dedicated to developing meaningful solutions designed to deliver activatable, data-driven insights. Our foundational data solution is called HealthStyles, an innovative new approach to patient and HCP segmentation.

What is HealthStyles?

HealthStyles is a revolutionary, data-driven solution for real-world audience identification, segmentation, activation, measurement, and optimization.

HealthStyles enables marketers to leverage real-world clinical data in combination with the world’s largest consumer database of cultural and lifestyle data in a HIPAA-compliant manner to find previously undiscovered or hard-to-reach segments, identify new signals, optimize engagement ROI, and so much more. Simply put, HealthStyles is your brand’s essential foundation for data-driven healthcare marketing.

Why was HealthStyles created?

The problem with traditional patient and HCP segmentation is that when you start with market research, instead of real-world data, you can’t find those populations "in the wild" later. This leads to tremendous waste and inefficiency driven by a loss of fidelity between insights and activations. 

By leveraging real-world data from the start, HealthStyles maximizes your investments and drives efficiencies, scalability, and optimizes omnichannel ROI throughout the entire marketing lifecycle.

How does HealthStyles work?

HealthStyles flips the foundation of traditional segmentation, instead of starting with market research data—which is not activatable via media, content, or other engagement channels—we start with real-world data to segment both patients and healthcare providers.

HealthStyles works by bringing together the robust lifestyle data from world’s largest consumer data assets via Epsilon, with third-party healthcare and clinical data. Using HIPAA-compliant methodology and advanced data science techniques, HealthStyles then delivers patient segments that can then be activated through creative, content, media, patient services, and more.

Who is HealthStyles for?

Since launching in 2021, HealthStyles has helped marketers from Top 10 pharmaceutical companies, biotechs, as well as retail pharmacy chains and providers understand patients as people and people as patients. Sample use cases include:

• Understanding distinct patient clusters and their different medical needs across their healthcare journeys to build out personalized interventions.

• Identifying nuanced differences between patients on a brand and their competitors to uncover growth potential for both patients and HCPs, and mitigate risk of lapse in therapy.

• Predicting patients most likely to be diagnosed with a rare disease to expand the reach for the brand and drive more patients to be tested.

How does HealthStyles work with my existing creative and media teams?

Beyond simply identifying new segments and deepening understanding of the patient journey, HealthStyles enhances how creative and media teams think about engagement. By leveraging HealthStyles segments, creative teams can now design more nuanced content and experiences—walking away from average personas—and because the segments are activation ready, your media team can quickly find and activate patients and the HCPs that treat them through an array of media and engagement channels.

What are the long-term implications of HealthStyles for my brand?

In the new, outcomes-driven economy, HealthStyles forms the activatable, real-world data core for your brand to grow and win in the platform world. The long-term implications of understanding patients as people and people as patients, as well as understanding HCPs through the lens of the patients they treat, are varied and wide-ranging.

Key business questions we’ve helped marketers across the ecosystem answer include:

• How can we get more people to participate in clinical trials?

• What are the different patient types and how hyper-personalized content can drive behavior change? 

• How do we identify and address unmet needs across the journey for patients or HCPs that are hesitant to switch?

• Can we predict patients at the highest risk of lapsing therapy and design programs to change behavior?

• How can we identify high potential targets and identify ways to activate those patients in efficient/effective ways?

• And more…

Do you want to learn how HealthStyles can answer key business questions for your brand? Contact Nikki Muntz or e-mail bd@publicishealth.com to learn more.