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NEW YORK Healthcare publisher Wolters Kluwer Health and the Nielsen Co. have formed a new venture dubbed the Healthcare Consumer Informatics Alliance. The goal is to provide healthcare marketers and media companies with new combinations of data designed to sharpen their understanding of consumer behavior and attitudes, and to help them craft more effective media plans, marketing messages and sales techniques.
The first data stream being offered is called HealthScape, which combines Nielsen Homescan and Scantrack purchasing and behavioral data for over-the-counter remedies and related consumer goods with WKH’s database that tracks prescription drug sales.
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