Lasso-IRI partnership gives healthcare marketers more access to consumer purchase data

Today Lasso, an IQVIA business and IRI announced a partnership to deliver the world’s most extensive set of purchase data for consumer packaged goods (CPG) and over-the-counter (OTC) healthcare products available in Lasso’s proprietary audience builder, Blueprint. 

“OTC healthcare marketers often struggle to reach their ideal consumer audience in an industry-compliant way, while preserving targeting accuracy, precision, and scale. With Lasso and IRI’s new partnership and audience data, those marketers and brands have off-the-shelf and privacy-optimized access to key consumer groups, such as soon-to-be moms and households having babies or acne prone-individuals. CPG and OTC data bridge the current demographic gaps in consumer groups found through traditional medical claims and clinical data, unlocking many opportunities for all healthcare sectors,” Greg Field, CEO of Lasso, told PharmaLive. “Even more powerful, the integration of IRI’s data into Lasso’s Blueprint allows marketers to combine Lasso’s best-in-class clinical audiences (Rx, Dx, Px) with IRI ProScore data audiences for extremely granular segmentation and accurate planning.”

“The IRI and Lasso partnership helps bring the best access that each organization has to offer from knowledge to OTC purchases from IRI to understanding connections with physicians from Lasso. By bringing these two pieces together, brands can more efficiently through one system plan and buy in an efficient manner, executing against the key target custom audiences in a seamless fashion,” says Jennifer Pelino, EVP, global media solutions at IRI. Prescription brands, hospitals, and medical device marketers will be able to target users who are likely to have certain conditions due to their OTC purchase behavior, including non-Rx skincare products, pain medication, and pre-natal products. They can then layer on any custom combination or exclusion of clinical filters, demographic information, location, purchase behavior, media engagement, and more to reach the most relevant audience for their messaging, according to Field.

“Another big challenge is a lack of data transparency in the media planning process. Lasso solves this by showing users exactly who is reachable in their off-the-shelf or custom audiences and the cost to reach them, all before they have to spend a single dime on activation. Due to Lasso’s Identity Solution, marketers who leverage our audience capabilities and data will be able to reach more of their audience no matter what channel they activate on.” – Greg Field, Lasso


From the Lasso-IRI news release:

Blueprint is the industry’s first drag-and-drop self-service audience builder for healthcare marketing. Lasso’s comprehensive audience capabilities enable brands and agencies to be more specific than ever in their campaign tactics by layering on any combination or exclusion of conditions based on clinical filters, demographic information, location, purchase behavior, media engagement, and more. To increase the accessibility of their premium segments, Lasso has made their audience data platform-agnostic and easily exportable to any programmatic or social platform for activation.

This partnership between Lasso and IRI provides turnkey access to decisive consumer groups for healthcare campaigns, delivering unmatched quality and scale with privacy and compliance in mind. Through Lasso Blueprint, marketers can now access IRI’s Verified Audiences, built from 100% deterministic purchase data, and IRI ProScores®, which provide the highest-propensity-to-buy households that are addressable in the United States, descending from most valuable to least valuable.

About Lasso
Lasso, an IQVIA business, is the world’s first and only omnichannel healthcare marketing and analytics platform that allows you to plan, activate, and measure your HCP and consumer-focused campaigns across programmatic, social, email, endemic and connected TV — all in one place. Lasso has offices in New York, NY, and Austin, TX. 

About IRI
IRI, which recently merged with The NPD Group, unifies technology, analytics and data to reinvent how people and companies make decisions, take action and optimize performance. With the largest repository of purchase, media, social, causal and loyalty data, all integrated into an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth.