Swoop Becomes First Healthcare Data Provider to Integrate Its Audiences with Nielsen

By: Emilie Branch, Content Manager, Swoop/IPM.ai

Swoop has announced a partnership with Nielsen, a global leader in audience measurement, data and analytics, becoming the first healthcare data provider to integrate into the Nielsen ONE platform. Swoop’s custom DTC audiences enable healthcare and pharmaceutical advertisers to reach condition-specific patient segments, while Nielsen’s analytics provide insight into audience behavior. By integrating custom audiences into Nielsen’s solutions, media planning, over-the-air, audio and linear TV buying decisions are optimized. Swoop custom audiences, in conjunction with Nielsen’s advanced audience analytics suite, allows condition-specific patients to be reached across the entire media ecosystem. 

"Through this strategic relationship with Nielsen, we are able to combine the precision of Swoop's custom audiences with the scale and power of television," said Scott Rines, Chief Revenue Officer for Swoop. "Healthcare marketers are now able to fully leverage Swoop strategic audiences, using the same Swoop audiences they have planned with, and activated against, across all channels and formats. This creates a true multi-screen solution spanning the entire digital, social, streaming and linear universe for optimal reach and frequency, and the most advantageous media mix."

“Today’s advertiser needs access to quick and efficient insights that allow them to more effectively plan across platforms and reach the audiences that matter most,” said Angela Girardin, SVP of Audience Intelligence at Nielsen. “By incorporating a variety of industries into our already robust advanced audience suite, advertisers and agencies will have unprecedented access to audiences that will help them better plan and execute their media dollars.”

Demographics such as age and gender are simply not strategic enough to inform media buying. However, relying on real world data and audience behavior allows marketers to reach custom patient audiences and optimize the media mix, planning campaigns better. By taking a more informed, data-driven approach, health marketers can leverage budgets, increase conversion opportunities and ultimately, advance better health outcomes.

Swoop enables health marketers to plan and activate custom audiences across all channels, including broadcast radio and linear TV. Contact your rep or connect with us to learn more. 

About the Author

Emilie Branch 

Content Manager

Emilie has nearly a decade of experience in marketing, writing, research and strategy for the pharmaceutical industry. She has contributed to top pharmaceutical publications including American Pharmaceutical Review, European Pharmaceutical Review, Pharmaceutical Manufacturing, Manufacturing Chemist, Pharmaceutical Outsourcing, Specialty Chemicals, and Contract Pharma. Prior to joining Swoop/IPM.ai, Emilie served as Strategic Content Manager and Managing Editor for Pharma’s Almanac where she lent her voice to some of the industry’s top players including GSK, MilliporeSigma and ThermoFisher Scientific.