Wolters Kluwer and Nielsen to provide new data on consumers' Rx buying behavior

Alliance is designed to enable more effective product messages.

What drives consumers to purchase pharmaceuticals-in-store merchandising, physician recommendations, managed care, or TV and Internet advertising? Answers to these questions will be available through a new service called HealthScape, launched by Wolters Kluwer and The Nielsen Co. HealthScape is part of the Healthcare Consumer Informatics Alliance that the two market research companies have formed. The alliance is designed to provide healthcare and media companies with a better understanding of consumer behaviors to enable more effective product messages, and sales and media planning.

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