Most healthcare marketing data problems are architecture problems
Consulting for the teams building the platform, not just the ones using it.
The pattern is consistent
Healthcare marketing data is uniquely constrained. NPI is the currency of HCP targeting and it's public, but it connects to identifiable information the moment it meets a target list. The naive architecture is non-compliant and the compliant architecture isn't anyone's first instinct.
So teams improvise. Target lists move by email. Retention policies exist in a slide nobody implemented. Publisher match data arrives in six formats and gets reconciled by hand. Nobody can answer which generation of the target list a given campaign actually ran against. Then the analytics team is asked to produce a clean read on top of it.
The analytics were rarely the bottleneck. The stack was.
What we do
- Architecture and requirements
- Specifying the privacy layer, the analytic environment, and the boundary between them. Which data can cross, in what form, under what license. What target list ingestion has to prove before anything downstream runs.
- Identity and match management
- Hashing, key assignment, validation against the current NPPES registry, partner distribution, and match rates that are measured rather than accepted from the partner's own report.
- Governance and retention
- Data use agreements, third-party access terms, license boundaries, retention rules, access logging, logical separation of client data. The unglamorous work that decides whether the platform survives a client's security questionnaire.
- Harmonization
- The master data model that turns six publishers' incompatible reporting into something a measurement design can consume.
- Evaluation
- Which parts of your stack are load-bearing and which are ceremony.
We have specified this from scratch, not advised on it from outside
Requirements for an HCP audience management platform, end to end: target list ingestion and validation, privacy layer, hashing and key assignment, partner distribution, match ingestion, harmonization, analytic environment, reporting layer, governance, and user acceptance testing. Under real license constraints, for real pharma clients, with privacy compliance in the room.
Most healthcare measurement practitioners can read a match report.
Few have
designed the system that produces one.
Joy @ Syneractiv led a consulting engagement for us, helping us develop high impact use cases on sponsorship audience insights and measurement. Syneractiv's approach to internal and external voice of customer, competitive capability assessment and feature prioritization, helped us put a comprehensive audience product development roadmap in place confidently. Joy is extremely knowledgeable in this space and was a pleasure to work with!
We don't resell platforms
We have no implementation partner taking a referral fee. If the answer is that your current stack is fine and the problem is elsewhere, that's the answer you'll get.
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