Ashfield Engage acquires ‘smart data’ organization PROPENSITY4



Ashfield Engage, part of UDG Healthcare has acquired PROPENSITY4 – a ‘smart data’ organization and leader in the healthcare insights and analytics arena.

Ashfield made the decision to acquire the business following the success of multiple projects which have integrated the companies’ offering to provide clients with better approaches to omnichannel outreach and customer engagement on a global level.

PROPENSITY4 uses proprietary analytical platforms alongside detailed market insight to inform engagement pathways with HCPs, which ultimately benefits patients.

PROPENSITY4 integrates internal and external data assets and applies the right methodologies to derive detailed insight using proprietary analytical platforms that enables data-performance driven strategy. The acquisition follows multiple years of partnership, and an investment into PROPENSITY4 by Ashfield Engage in 2021.

The acquisition will further Ashfield’s capability to apply analytical expertise to existing data to redesign programs which increase return on investment across commercial, patient engagement and medical affairs services, and improve patient outcomes.

Delivering the right message to the right customer at the right time in the right channel to maximize impact.

Christopher Savage, Global Head of Strategy at Ashfield Engage, said: “Ashfield Engage works across the pharmaceutical industry, including top 20 pharma and emerging biotech, to establish and maintain exceptional relationships with the various healthcare stakeholders throughout the commercialisation journey.”

“Our customer engagement expertise, combined with the unparalleled data analytics we have gained through the acquisition of PROPENSITY4, will allow us to supersize our offering, ensuring we’re delivering the right message to the right customer at the right time in the right channel to maximize impact.”

“We have already seen exceptional outcomes as a result of our collaborations. This shows that by applying analytical expertise to existing data, we can redesign engagement models which provide excellent results.”

Moving away from project-specific analytics to a big-picture approach

Sese Abhulimen, Managing Director at PROPENSITY4, said: “We’re excited to be joining an organization we already have a strong partnership with. PROPENSITY4 was created to move away from project-specific analytics to a big-picture approach, ensuring that data, analytics and insights are tied together to drive strategy across payers, patients and healthcare professionals.

“We have always strived to be held accountable to the range of analytic outcomes we generate for our clients, and our partnership with Ashfield Engage has seen us not only further deliver on this goal but also provide exceptional ROI for our valued clients.”