Acxiom has entered into a new multi-year agreement with National health and life insurer Physicians Mutual, under which the company will continue to manage Physicians Mutual's customer marketing database and will also begin managing its customer prospect database.

According to Acxiom, the new combined marketing universe will be enhanced with its InfoBase-X, a collection of the US consumer information and it will also establish a new platform to create insights into existing customers to use in formulating strategies for new customer acquisition.

Rob Reed, executive vice president and chief operating officer of Physicians Mutual, said: “This agreement will create a unified marketing database environment that will help us better understand and respond to our customers’ preferences and expectations.”

Holly Marr, vice president of insurance practice at Acxiom, said: “Physicians Mutual will be positioned for true multichannel capabilities as they broaden and tailor their approach in a highly competitive market. Effective customer engagement is essential to growing the top line, and knowing your best customers and how that translates into attracting new customers is the first step in that process.”