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Crossix POC Impact Delivers Campaign Measurement Accuracy

By Mia Burns (mia.burns@ubm.com)

The point-of-care marketing channel includes physician offices where patients are primed to receive healthcare information. The POC marketing channel is growing fast, but traditional campaign measurement has been physician-centric. A physician-centric model has posed challenges in accurately measuring patient impact and has made it impossible to benchmark against other direct-to-consumer vehicles. To address this, Crossix Solutions has released a new analytics innovation, Crossix POC Impact that enables marketers to go beyond prescriber data and capture patient impact for a true representation of campaign effectiveness. 

Executives say that Crossix POC Impact is part of the company’s suite of privacy-safe campaign analytics and optimization solutions and uses a consistent methodology that enables comparisons across tactics and channels within the broader DTC marketing mix.  POC Impact has quickly gained traction throughout the industry, as more than a dozen marketing agencies and pharmaceutical companies have captured revealing campaign analytics with the new solution. Crossix also provides and has published POC campaign benchmarks, enabling marketers to compare their campaigns’ performance against market norms.

Dan Stein, SVP, analytics services & product strategy at Crossix Solutions told Med Ad News Daily, “Measurement has always been an essential part of Point of Care marketing, and the Point of Care channel was one of the first healthcare/pharmaceutical marketing channels that could be measured, due to more readily available physician-level data. But analytics innovation within the POC space has lagged behind other marketing channels such as TV, print and online advertising, largely due to the absence of the consumer/patient dimension to understanding the channel’s impact.”

In addition, Crossix POC Impact also allows healthcare marketers to measure incremental purchases of prescription and over-the-counter medications, at both the individual and household level; specific tactics within POC programs, such as in-office TV, wallboards, patient brochures, co-pay offer distribution, and more; impact of campaigns in concert with non-POC initiatives; and performance of pharmacy marketing programs.

“POC campaigns have the power to influence patient conversion and adherence, which makes accurate measurement crucial,” said Asaf Evenhaim, CEO and co-founder of Crossix, who presented at the inaugural Point of Care National conference last month. “Our patient-centered solution is a breakthrough in marketing analytics, and – for the first time – empowers POC marketers and brand managers to accurately determine ROI, by capturing critical data missed by other methods that estimate impact based on physician prescribing behavior alone.”

“Crossix’s patient-centric campaign analytics are a valuable addition to the measurement tool-kit at the point-of-care,” said Dan Stone, co-chair of the Point of Care Communication Council (PoC3) and CEO of AccentHealth, America’s largest point-of-care TV network. “With the Crossix methodology, a campaign’s impact can be measured versus other POC tactics and relative to other direct-to-consumer channels.”

Crossix formally introduced POC Impact to the wider marketplace during the recent POC National Conference in November, Stein says. “In general, the consensus among our POC Impact clients is that due to its unique patient-centric methodology, the solution has provided them with a more accurate, comprehensive and actionable understanding of how their POC campaigns have performed,” he told Med Ad News Daily. “Pharma companies – particularly brand marketing teams at these companies – value the ability to compare POC channel performance to other marketing channels (e.g., TV, print, digital) using a consistent, patient-centric approach.”

First Patient-centric Point-of-Care (POC) Marketing Analytics Solution Significantly Increases Accuracy of Campaign Measurement

Posted: December 2013

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