W2O Group rolls up 2 new data agency buys into one health tech business – FiercePharma

Yogurt-eating yogis wearing expensive cross-trainers signal certain information about themselves without saying a word—and those signals may be enough to flag potential fitness pals.

Any more than that requires some digging, and that fact is at the heart of W2O Group’s two new acquisitions, Swoop and IPM.ai. Sophisticated pharma data agencies work to extrapolate consumer behavior data—along with de-identified health and drug data and other real-world information—into marketing insights and action.

The two new buys now form the core of W2O’s newly debuted heath technology business. The group is rolling the pair into its previous Symplur acquisition and its own internal capabilities.

Virtual Clinical Trials Summit

Virtual Clinical Trials Summit: The Premier Educational Event Focused on Decentralized Clinical Trials

In this virtual environment, we will look at current and future trends for ongoing virtual trials, diving into the many ways companies can improve patient engagement and trial behavior to enhance retention with a focus on emerging technology and harmonized data access across the clinical trial system.

Swoop works mostly with large pharmas and large direct-to-consumer brands to better understand and segment patient populations, while IPM.ai serves brands with unknown or undiagnosed patient populations—currently about 60% of current drug approvals, Ron Elwell, CEO and co-founder of both Swoop and IPM.ai, said.

RELATED: Pharma goes to Hollywood: W2O Group network snaps up veteran influencer agency

In one example, Swoop worked with a large pharma with a post-heart-attack drug where only 50% of people were getting their prescriptions filled. Swoop built out a demographic
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