Nielsen Launches Healthcare Firm, Completes Telephia Buy

The Nielsen Company has launched NielsenHealth, offering clients 'consumer centric' analytical tools to more effectively understand and address the attitudes, behaviors and needs of patients and physicians. Matthew Dumas becomes its MD.

In line with other recent Nielsen launches, the new company aims to integrate data from various sources across the group. The firm will offer clients including pharmaceutical (Rx) and over-the-counter (OTC) manufacturers better targeting of and communication with patients, consumers and physicians. Among the promised benefits of its integrated approach are superior trendspotting, segmentation, physician messaging and advertising effectiveness, as well as what the firm calls 'a 360 degree understanding of how patients treat their conditions and manage their lifestyles, and how best to reach them'.

Specific services will include new product (Rx and OTC) launch forecasting, improved TV and online media targeting and the tracking of real time disease outbreaks in the United States.

'With healthcare becoming increasingly consumer driven, it is important for those in the industry to view patients and physicians as consumers', says Dumas. 'The convergence of healthcare and retail, the popularity of high deductible medical insurance, and growing importance of efficient patient and physician targeting means that our healthcare industry clients must become more 'consumer centric.''


In other news, Nielsen today announced that it has completed the acquisition of San Francisco-based syndicated telecoms and mobile media researcher Telephia, Inc. The recently launched Nielsen Wireless company, which measures consumer usage of mobile Internet, mobile video and other related content services, will be integrated into Telephia.

Nielsen also aims to expand the reach of Telephia's core measurement services and provide more comprehensive consumer insights worldwide. Sid Gorham will continue to serve as Telephia's President and CEO, reporting to Nielsen Executive Vice President Susan D. Whiting. Telephia's headquarters will remain in San Francisco.

Web sites are at www.telephia.com and www.nielsen.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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