Health Union Launches ILLUMINÉ
Data Engine to Enhance Privacy-First DTC Marketing
Health Union has introduced the ILLUMINÉ data engine, a new tool designed to improve direct-to-consumer (DTC) marketing strategies within the pharmaceutical and life sciences industries. The platform integrates patient and caregiver insights with large-scale data processing, aiming to provide more personalized marketing while emphasizing data privacy and security.
The ILLUMINÉ data engine focuses on persona-based audience segmentation. According to Health Union, the system is built on a dataset of 44 billion data points and 50 million unique patient IDs. This data is updated daily and used to create highly targeted marketing campaigns. The segmentation process leverages over 100 variables, which the company claims can activate audiences across a range of digital platforms, allowing for marketing efforts to be more focused on specific patient needs and behaviors.
One of the primary technical capabilities of the ILLUMINÉ engine is its use of machine learning to enhance audience-building methodologies. The platform’s design supports campaigns that align with user engagement at key moments in their health journeys.
As with any data tool and particularly so in the context of evolving privacy laws, privacy is crucial. Health Union states that the platform operates within a privacy-first framework, ensuring that all data is collected transparently and with user consent, plus complies with SOC 2 Type II standards.
solli’s Final Thoughts
The launch of ILLUMINÉ reflects broader trends in DTC marketing, particularly the growing emphasis on privacy and consent. As data privacy regulations become more stringent, new tools should support pharmaceutical companies approach towards patient engagement; balancing the continued need for personalized marketing with the responsibility of safeguarding personal information.
- How will other platforms adapt as a result of this to balance product innovation with privacy concerns, particularly given the uncertainty surrounding future US privacy laws?
- What performance improvements can marketers expect from leveraging this tool, and what benchmarks should be used to measure success?
- How will the ILLUMINÉ data engine integrate with existing marketing technologies and workflows within pharmaceutical companies?
