PUBLICIS HEALTH DEBUTS INDUSTRY-LEADING APPROACH TO AUDIENCE IDENTIFICATION WITH LAUNCH OF "HEALTHSTYLES" FRAMEWORK

“HealthStyles” product brings together real-world patient health data with lifestyle data from Epsilon for a contemporary HIPAA compliant approach to audience identification, segmentation, and activation

New York, NY—June 14, 2021—Today, Publicis Health’s data and analytics practice, known as ARIS (Activation Ready Insights), debuted HealthStyles, a data-driven solution for real-world audience identification, segmentation, and activation.

The HealthStyles framework combines patient healthcare data with lifestyle data from Epsilon using advanced data science techniques to deliver more precise and activation-ready segments and a holistic understanding of patients as people inside and outside of the clinical experience.

“One of the problems with using market research as a starting point for segmentation is you can’t activate it in the real world. For example, you can’t find and deliver content to someone based on their self-reported attitudes about diabetes medication. HealthStyles flips the traditional foundation of segmentation from market research to real-world data and allows us to both deeply understand key opportunity patient segments and then find and engage them ‘in the wild’,” said Sharon Patent, Head of Data Strategy, Publicis Health. 

Instead of starting with market research to understand and segment patients, HealthStyles is built on a combination of real-world data which offers deeper insights into the clinical and lifestyle dimensions of patient types as activation-ready segments that can be seamlessly activated through media. These activation-ready segments allow brands to find and deliver more precise and personalized engagements across channels, delivering greater ROI for clients and better outcomes for patients.

“As an industry, we have been marketing to the ‘average’ person for too long—there is no such thing as an ‘average’ path to treatment and today’s patient journey is more complex than ever. While people can look clinically similar, everyone approaches healthcare differently, and those decisions are shaped by the social determinants of health and an array of lifestyle choices. HealthStyles is the first solution that allows us to build a truly comprehensive understanding of the patient inside their journey,” said Susan Manber, Chief Patient Officer, Publicis Health.

HealthStyles segmentation can be leveraged and optimized throughout the product life cycle to identify new growth audiences, inform content creation, design patient experiences, and improve media strategy—delivering mass personalization at scale. At launch, HealthStyles has been embraced by a number of clients as an innovative new approach to patient segmentation from across the healthcare ecosystem, including pharmaceuticals, retail pharmacies, and laboratory companies. Later this year, ARIS will launch CareStyles, a similar data-driven framework that goes beyond decile and list-matching to offer clients a deeper understanding of HCP behavior.

“At Publicis Health, we fundamentally believe that engagement is medicine. When people are engaged with their health, they see better outcomes. HealthStyles allows us to design engaging experiences and personalized interventions for the right patient, at the right moment, on the right channel and then optimize and measure outcomes over time,” said Alexandra von Plato, Chief Executive Officer, Publicis Health. 

As the worldwide leader in healthcare communications, Publicis Health is the only organization able to seamlessly connect creativity, media, and technology with the robust database of Epsilon to build bespoke solutions that give people the inspiration and motivation to take control of their health and wellbeing. 

To learn more about HealthStyles, email aris@publicishealth.com

About ARIS

ARIS (Activation Ready Insights) is Publicis Health’s team of healthcare data experts whose mission is to use real world healthcare data, combined with rich Epsilon lifestyle and consumer data, to create products and services that grow our clients’ businesses across the healthcare value chain. Comprised of data scientists, methodologists, content and media strategists, and analytics professionals, the ARIS team develops patient, HCP and business insights that can be directly activated through content and media and then measured and optimized to ensure brand growth.

About Publicis Health

At Publicis Health, we are united around one purpose: to create a world where people are equipped and motivated to take control of their health. We transform healthcare marketing and communications into healthcare engagement.  We believe healthcare marketing is healthcare, fostering healthy conversations, healthy behaviors and healthy people. With 40 offices and 11 brands across the globe, Publicis Health’s worldwide staff is composed of more than 3,000 healthcare professionals who are experts in advertising and branding, data and analytics, strategic planning, service design, digital media and technology, science, and medicine. Publicis Health companies include: Digitas Health, Heartbeat, insync, Langland, Payer Sciences, PlowShare Group, Publicis Health France, Publicis Health Media, Razorfish Health, Saatchi & Saatchi Wellness, and Verilogue. For more information, visit us at www.publicishealth.com.