ActionIQ brings its CDP to healthcare

Enterprise CDP ActionIQ announced today that it is available to the healthcare vertical, having completed the compliance audit for Health Insurance Portability and Accountability Act (HIPAA) Type 1 standards. Best known for serving large businesses in retail, media and advertising and financial services, it will now support healthcare payers, providers, life sciences and pharmacy brands.

ActionIQ’s healthcare offering will include combining siloed patient data into a single unified profile with its Customer 360 and orchestrating integrated experiences across all touchpoints with Customer Experiences. In addition to the third-party HIPAA Type 1 standards audit, ActionIQ is certified as meeting the voluntary SOC 2 standards for data security.

Why we care. Given the scale of the U.S. healthcare market, with healthcare spending representing 17% of GDP, and the very large audiences healthcare payers and providers address, there appear to be big opportunities here for the right CDP.

With a customer base including brands like Neiman Marcus, Pandora, Michael Kors and Shopify, ActionIQ has a record of managing customer profiles at scale.

Snapshot: Customer Data Platforms

Marketers today face increasing pressure to provide a unified experience to customers across many channels. And these avenues are growing each day. That’s why customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences.

Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.

Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.

Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences. Learn more here. 

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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