Dermsquared Data Unification

Dermsquared has spent more than 20 years running education, events, and CME for dermatology professionals, and much of its business depends on sponsors who pay to reach that audience. Over time, every registration, event sign-up, email list, and course added another copy of each clinician in another system, until hundreds of thousands of records sat across more than a dozen systems and one clinician could appear under several email addresses, accounts, and event registrations. Matching an internal list against a sponsor’s list meant comparing spreadsheets by hand, which put sponsor confidence at risk. Marketing could not follow a clinician’s journey from first visit to CME completion or see how the audience was growing, and the personalized content the team wanted was out of reach.

AE Studio gave Dermsquared one trusted record per clinician. A single sign-on stops new duplicates at sign-up, AI-assisted matching worked through the backlog and sent only the uncertain cases to a person, and the unified record was connected to Dermsquared’s analytics, so sponsor and marketing questions are answered from one record instead of a spreadsheet comparison.

The matching had to pair AI with human judgment on the hard cases, and the rules, pipelines, and documentation were handed to Dermsquared’s data team to run and extend.

• A single sign-on that stops new duplicates turned the historical cleanup into a job with an end.
• Scoring matches by confidence and sending only the uncertain ones to a reviewer kept the volume manageable.
• Written rules and procedures are what let Dermsquared’s team run the platform after handoff, so documentation was treated as part of the deliverable.
• Deciding up front which source wins for each field is why the business accepted the record.
• The value shows up when marketing and sponsor reporting run on the unified record, not in the unification itself.