Validated and profiled database, a cross-cutting asset.
Predictive segmentations, personas, next best action: everything rests on the quality of HCP data. A dirty, duplicated or incomplete database produces wrong intelligence with the same confidence it would produce correct intelligence. Before every model, there is the data.
The point is not to have more data. It is to have data you can trust.
"Garbage in, intelligence out" does not exist.
Enthusiasm for AI tends to skip a step: the condition of the source data. HCP records built over time accumulate duplicates, inconsistently written names, obsolete records, missing fields, misaligned identifier codes.
On this basis any algorithm amplifies errors instead of correcting them. Data cleansing and enrichment are not an accessory activity: they are the precondition for everything else to work. Here AI serves first to clean, deduplicate and enrich — then to reason.
Merqurio applies domain expertise and AI tools to HCP data quality, with knowledge of the Italian specificities: codes, health registries, institutions, specialisations.
Correction of inconsistencies in names, titles, addresses, specialisations; alignment of formats; standardisation of records according to coherent criteria.
Identification and reconciliation of duplicate records, even when spelling differences make them hard to recognise with simple criteria.
Integration of profiles with qualified information — affiliated institution, role, engagement data — to make the data more complete and actionable.
Data quality is not a state but a process: the database continuously updates and degrades, and must be maintained.
The quality of data upstream determines the quality of intelligence downstream.
Merging different databases multiplies duplicates and inconsistencies if there is no normalisation.
Years of entries accumulate errors that were never systematically cleansed.
HCP counts inflated by duplicates lead to wrong decisions and budgets.
For years Merqurio has maintained a proprietary HCP database — the 250,000 doctors registered on DottNet — and knows from direct experience what it means to keep it clean, updated and usable in the Italian context.
It is not a data-quality software vendor: it is an operator that solves that problem every day on its own data, with knowledge of Italian health registries, codes and institutions.
