Acxiom Corp., Conway, AR, has acquired Stamford, CT-based Horizon Systems, Inc. and will merge it with its health care business unit, Acxiom Health. Horizon Systems provides information management solutions, decision-support systems, business consulting and outsourcing services to pharmaceutical sales organizations.
Precise terms of the cash-and-stock arrangement were not available. Horizon Systems had revenue for the 12 months ended Dec. 31 of just over $9 million.
The acquisition will allow Acxiom Health to integrate the sales and marketing efforts for pharmaceutical and healthcare companies, and allow marketers take advantage of both brand management and placement services through Horizon Systems while tapping Acxiom’s database of health care professionals and institutions.
Direct marketing in the pharmaceutical arena presents a special set of problems to direct marketers, who are not able to directly sell to consumers. Managed care has also put a premium on physician’s time: The combined resources of the two companies will allow Acxiom to create marketing solutions that reach appropriate targets at appropriate times.
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