Lasso, a division of IQVIA, has announced the incorporation of IQVIA’s AIM XR (Audience Identity Manager® XR) into its operating system, providing real-time information on the reach and efficacy of campaigns to more than 4,000 medical publishers. Any AIM XR partner can start using Lasso’s Measurement Suite immediately.
Historically, healthcare publishers needed a lot of effort and technical knowledge to assess their campaigns and audiences. Publishing companies benefit greatly from the integration of Lasso’s platform with AIM XR’s consented identification data and extensive behavioral insights since it simplifies the process for them while also removing the obstacles that have previously stood in the way of achieving a higher return on investment and better reporting. This news marks a watershed moment in health care customer involvement and propels a broader industry ambition to improve physician education and decision-making, ultimately leading to improved patient care.
Application areas consist of Rx increase and OTC sales analyses, as well as real-world impact studies for healthcare providers (HCPs).
Eric Shih, Chief Growth Officer at Lasso, stated that with AIM XR, their Publisher and Measurement Suites are now able to provide the healthcare communications sector with experience and insights that have been long-needed. We are providing health care publishers with the autonomy, visibility, and standardized reporting they require to fine-tune their revenue, promotion, and content development strategies by streamlining manual processes and integrating relevant technologies.
“This truly is fantastic for the industry,” Edith Hodkinson, IQVIA’s Head of Digital Product Strategy, stated. Improving the material physicians receive, allowing real-time campaign enhancement, and powering excellent brand experiences for all healthcare audiences are all outcomes of our work to assist healthcare publishers in increasing the value they give to advertisers and HCPs.