Lasso, the first and only omni-channel platform for healthcare marketing and analytics, and Xandr announced a strategic partnership to simplify the way marketers plan, activate, and measure their Healthcare Provider (HCP) and Direct-to-Consumer (DTC) campaigns.
The COVID-19 pandemic has dramatically disrupted sales rep, physician, and patient touchpoints, causing the entire healthcare industry to quickly adopt online tools, resources and communication. To adapt to this new environment, healthcare and pharmaceutical marketers have had to increase their digital advertising budgets significantly, with spend growing over 14% in 2020 and expected to surpass $11 billion in 2021.
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In order to drive return on this investment, marketers need the ability to reach audiences at-scale in a cost-effective, measurable way. Lasso solves for this by providing a single unified workflow that streamlines media planning, activation, and measurement across programmatic, social, email and Connected TV.
“When we looked at the ecosystem, we saw that it was riddled with fragmentation, legacy technology, and companies taking outrageous margins. We’re here to change that. From RFP to ROI measurement, Lasso gives marketers every tool they need to do their job smarter, cut costs, and drive meaningful results, all within a single platform. Xandr’s heritage of building powerful, flexible technology and our shared belief in creating a more transparent and efficient media supply chain make them an ideal partner for Lasso,” said Mike DiNorscio, Co-Founder and Chief Revenue Officer of Lasso.
Lasso’s proprietary identity solution coupled with Xandr’s programmatic infrastructure has created the new standard for HCP marketing. Healthcare marketers can now match 99% of HCPs on their target list and actively reach an average of 80% of those targets with tailored messaging. Daily physician-level reporting is then built into every HCP campaign at no additional cost.
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“Lasso has been a great partner for driving results in our healthcare marketing campaigns. Utilizing the Lasso platform has allowed us to activate HCP campaigns with scale and efficiency,” said George Tarnopolsky, VP Programmatic, CMI Media Group. “Lasso’s partnership with Xandr is the best of both worlds: leading omnichannel reach of Xandr, coupled with Lasso’s turnkey capabilities and 1:1 reporting created for the healthcare space.”
Advanced reporting and built-in measurement capabilities mean marketers can see the real-world impact of their campaigns without ever leaving the platform. Lasso correlates ad exposure to script performance (NRx, TRx, NBRx, Dispensed, Rejected, Reversed, etc.) and isolates the net impact of campaigns by comparing exposed populations to a pre-defined control group. All of this is visualized in Lasso’s platform, making it easy to optimize campaigns in real-time and maximize ROI.
“DMD is honored to have been selected as the HCP data partner powering the Lasso and Xandr collaboration with top-quality, authenticated, consent-based HCP data. As the leader in healthcare identity data and technology, DMD knows the market will benefit greatly from this strategic partnership, enabling 1:1 HCP activation and measurement across programmatic, social and email,” said Tighe Blazier, President of DMD Marketing Corp.