Initiative Health Unveils Genome

Initiative Health, a specialist media and marketing agency within IPG Mediabrands focusing on the international markets, has launched Genome, a new insights, marketing, and media toolkit tailored for the pharmaceutical, OTC, and wellness sectors.

The creation of Genome is designed to address the common challenges of understanding specialist, hard-to-reach healthcare audiences in a time and cost-efficient manner, focusing on providing robust insights and strategic support for healthcare marketers.

The 5 tools included in Genome are:

• HCP Insight Tool (HIT): A repository of proprietary behavioural insights for specialist HCP audiences across key ex-US markets.
• OESP Planner: A bespoke media planning tool.
• HCP Media Index: A tool that scores publishers across six different scorecards, adaptable to client requirements.
• HCP Connect: A programmatic tool for pinpointing audiences across ex-US endemic websites, automating media buys at an impression level.
• Vision RX: An interactive visual engine for targeting HCP audiences on a hyperlocal geographical basis.

Initiative Health’s Managing Partner, Laura-Anne Kell, explained: “As an agency we pride ourselves on taking a strategic approach to our client’s challenges.  To do this consistently across our client-base we realised we needed to invest in a robust insights tool. While some clients have data they are able to share, time and again – particularly in ExUS markets – we met a challenge where the level of insight we needed simply...