Kantar Media and Pointlogic unveil comms planning platform

New York-based agency Kantar Media is collaborating with software provider Pointlogic to develop a communications planning platform within the US consumer health sector.

Launching next month, Commspoint MARS is a communications channel planning tool for the pharmaceutical industry, developed by Pointlogic and run with Kantar Media data.

The technology will allow clients to determine the most appropriate channels for reaching target audiences as they search for remedies for various ailments.

It will then help clients develop communications plans using appropriate messaging and strategy drivers related to a specific ailment.

The data is gathered from Kantar Media's MARS Consumer Healthcare study, which provides consumption information, covering ailment conditions (including treatment options), prescription and over-the-counter drug brand usage, attitudinal and behavioural information concerning pharmaceutical and healthcare and consumer segmentation analysis.