In 2004, Asaf Evenhaim co-founded Crossix Solutions, which he and his team have developed into one of the most comprehensive and powerful analytics platforms in the industry, used by the leading healthcare and media companies to plan, measure, and optimize their marketing initiatives.
Data-driven and data-proven, Crossix’s cutting-edge technology and industry partnerships with companies such as Acxiom and LiveRamp make the critical connections between disparate data sets that other analytics providers simply can’t. With deep consumer and healthcare professional expertise, Crossix delivers hard-to-come-by audience and campaign insights to drive improved patient outcomes and business results, all while preserving consumer privacy. Crossix recently completed its largest-ever expansion of connected health data, not just in terms of volume, but in its uniqueness as well. Learn more here.
1. There’s a fantastic opportunity in healthcare right now regarding the use of data. Can you articulate why you think it’s a great time to be a healthcare marketer?
Just as healthcare marketing is continually evolving, the breadth and depth of data at marketers’ disposal now is expanding in exciting ways never seen before. Five years ago, leveraging patient-level Rx transactional data to evaluate marketing campaigns was still considered advanced. But today, while Rx data has become a vital component for measurement, it’s certainly not the only one. Instead, marketers can now connect that Rx data, or OTC data for that matter, to a vast array of other health data sets like medical claims, hospital records, EHR, lab results and non-health data like consumer attributes and media exposure, and all in HIPAA compliant ways. And the result is that marketers now have a far more granular and actionable view of the audiences they’re reaching and how their campaigns are driving behaviors across the entire patient continuum.
2. What kind of innovation are you achieving working together with Acxiom?
By connecting our health data assets with Acxiom’s consumer data footprint in a HIPAA-compliant way, we have fundamentally transformed how our clients reach, engage, and activate behaviors among their desired audiences. Together, we have developed a few hundred predictive models that enable clients to serve media to relevant, likely diagnosed or likely-to-treat consumers, which translates to substantial improvements in media efficiency. In addition, Acxiom and Crossix have partnered to measure campaign impact, allowing marketers to optimize their efforts and understand which higher-performing initiatives should garner additional investment.
3. Healthcare companies are now starting to leverage addressable media – who benefits and how?
Yes, the use of addressable media is indeed becoming much more pervasive, thanks to advances in data-driven technology, privacy-compliant audience data, and the increased ability to measure its effectiveness. First and foremost, the consumer benefits from seeing more relevant advertising and fewer messages that don’t pertain to them. It makes for a better consumer experience overall. For healthcare advertisers, addressable drives greater media efficiency by ensuring that ads reach the most relevant and receptive consumers from a health perspective, while mitigating waste in spend. This ultimately translates to better business results. Addressable advertising also opens up opportunities for brands in low incidence categories previously constrained or shut out altogether from mass advertising because the efficiency equations could not be solved. Today, brands can now achieve what we refer to as “targeted scale” in a way that makes sense for those specific brands.
4. Does the relationship have applications beyond healthcare?
Yes, indeed. While healthcare has traditionally been our focus and will continue to be, there’s a huge opportunity to apply our data and analytics solutions across other industries like CPG and fitness, for instance. Increasingly, brands of many different stripes are seeking to reach and activate consumers who are either already health-conscious or are in need of health-friendly products. These companies recognize the value of connecting health and non-health data for their brands, and this expanded use of data will become more of a core component of their marketing, research and commercial strategies in the future.