Press Releases

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

Crossix Solutions’ exclusive patient-centered approach breaks the long-standing physician data ceiling

NEW YORK, NY – December 3, 2013 –Doctor’s offices, where patients are primed to receive healthcare information, are a fast-growing point-of-care (POC) marketing channel, for everything from unbranded disease education to branded product advertising. However, traditional POC campaign measurement has been physician-centric, making it difficult to accurately measure patient impact and impossible to benchmark against other direct-to-consumer vehicles. Crossix Solutions’ latest analytics innovation, Crossix POC Impact™, now enables marketers to go beyond prescriber data and capture patient impact for a true representation of campaign effectiveness.

“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 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.

“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 POC Impact also allows healthcare marketers to measure:

“Traditional measurement approaches have undervalued the true impact of the POC channel,” added Tom McGuinness, co-chair of the Point of Care Communication Council (PoC3) and CEO of PatientPoint, a leading provider of patient and physician engagement solutions at the point of care. “This patient-focused approach helps our clients understand the full impact of their campaigns, and expands beyond Rx implications to measure campaigns more broadly, from an OTC and CPG perspective.”

To learn more about Crossix POC Impact™, go directly to www.crossix.com/crossix-poc-impact.

In related news, Crossix has been named the first Affiliate Member of the Point of Care Communication Council (PoC3) founded earlier this year. The Council represents healthcare media and information service companies at the point-of-care, including physician office, hospital and pharmacy venues and with members that include industry leaders AccentHealth, PatientPoint, ContextMedia and WebMD, among others. More information at http://poc3.org

About Crossix Solutions
As the only company founded and focused on a consumer-centric healthcare analytics approach, Crossix is the industry standard by which Top 10 Pharma companies and leading agencies & publishers plan, measure and optimize consumer marketing initiatives. Crossix offers the most complete cross-channel solutions, helping marketers by correlating campaign exposure to increased sales. Crossix quickly analyzes data, offers forward-looking strategic guidance, and follows through with recommendations to optimize. Leveraging trends in “Big Data,” and by partnering with some of the most respected names in the industry, Crossix helps marketers get marketing messages to the desired audience. The Crossix patented methodology incorporates best-in-class privacy safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is headquartered in New York City.


New Study Dispels Industry Misconception that Rx and OTC Consumers are Harder for Marketers to Reach Online

Crossix Solutions' analysis reveals overall parity in Rx and OTC purchase behavior between online audience and general population, though notable differences observed for specific treatment categories

NEW YORK, NY – October 15, 2013 –Contrary to the pharmaceutical industry’s commonly-held belief that active Rx and OTC brand consumers are harder to find online than offline, a new study reveals that the online audience is just as active – and for select categories, more active – than the general population. Crossix Solutions, a leading consumer healthcare marketing analytics firm, evaluated sample Rx and OTC transactional data from the Crossix proprietary data network of more than 100 million consumer records and the Crossix Digital Impact™ panel of 7 million opted-in online consumers, to compare the Rx and OTC purchase behavior of the two populations during the 12 month period prior to the study.

“For years, the perception throughout the pharma industry has been that the online channel represents a less targeted audience, relative to more traditional, offline channels,” said Dan Stein, Crossix SVP, Product Strategy & Analytics Services. “Our study dismisses this myth, and should give brand marketers and digital media agencies alike greater confidence in their ability to reach their desired audiences within the online space, across all types of publishers and sites.”

While the overall Rx and OTC purchase behavior of the two populations suggest parity, Crossix discovered more pronounced variances in specific treatment categories, particularly for Rx treatments. For example, the online audience indexed higher within categories related to lifestyle, such as contraception, and psychological conditions, such as depression and ADHD. Conversely, the online audience indexed lower for chronic and life-threatening conditions most commonly associated with an aging population, such as stroke, heart disease, and high cholesterol. These variances do not take into account the incremental impact of audience targeting for online media campaigns, which would yield considerably more active audiences across all categories. See Table 1, below, for the indices by treatment category. The full list of category data can be viewed at www.crossix.com/digital-impact.

Table 1: Rx and OTC Purchase Activity Indices by Category

Category Indices: Rx and OTC Purchase Activity Comparison of
Online Audience to General Population1
Contraception (Rx) 186
Depression (Rx) 157
ADHD (Rx) 146
Sleep Deprivation (Rx) 122
COPD (Rx) 119
Sleep Deprivation (OTC) 115
Smoking Cessation (OTC) 110
Contraception (OTC) 110
Diabetes (Rx) 105
Sugar & Sweeteners (Diabetes) (OTC) 102
Cough & Cold (OTC) 102
Pain Relief - Analgesics (OTC) 99
Digestion & Nausea (OTC) 98
Hypertension (Rx) 88
Cholesterol (Rx) 79
Stroke & Heart Attack (Rx) 70

Source: Crossix Digital Impact™, 2013. Prepared by Crossix Solutions Inc.

Analysis of Online Advertising Campaigns Reveals Additional Discoveries

The Crossix study also analyzed the Rx purchase behavior of audiences exposed to pharmaceutical brand advertising campaigns run across various types of websites, including endemic, health-related publishers (e.g., WebMD, Everyday Health) and non-health-related, lifestyle publishers (e.g., AOL, Yahoo). Based on Crossix Digital Impact™ data culled from billions of online ad impressions across dozens of campaigns run in 2012 through 2013, the study revealed that with respect to Rx purchase behavior, audiences exposed to online advertising campaigns indexed considerably higher (index of 240) compared to the general population.2

According to Wendy Blackburn, Executive Vice President, Intouch Solutions, “The insights provided by this data testify to the power of online media to effectively reach target audiences for healthcare brands. Digital marketers’ ability to engage qualified audiences online will continue to mature as we adopt more sophisticated methodologies and technology, and data like this will prove even more essential as we look to optimize and validate our investment decisions.”

About Crossix Digital Impact™

Part of the Crossix suite of innovative, privacy-safe digital analytics and audience targeting solutions, Crossix Digital Impact™ measures the impact of media spend across the Internet, including all health and non-health publishers, social networking sites and ad networks. Leveraging a HIPAA-compliant, panel-based methodology that tracks the full impact of online media exposure – including the 99.9% of individuals who do not click on or engage with ads – Digital Impact offers the most accurate, comprehensive way to evaluate the Rx and OTC purchase behavior of the audience exposed to online media and the lift in conversion to Rx and OTC sales driven by these campaigns. With Digital Impact, brand marketers, media agencies and online publishers can proactively optimize their campaigns through early indicators and predictive metrics – not just rearview measurement after the campaigns have ended.

To learn more about Crossix Digital Impact™, go directly to www.crossix.com/digital-impact.

About Crossix Solutions
As the only company founded and focused on a consumer-centric healthcare analytics approach, Crossix is the industry standard by which Top 10 Pharma companies and leading agencies & publishers plan, measure and optimize consumer marketing initiatives. Crossix offers the most complete cross-channel solutions, helping marketers by correlating campaign exposure to increased sales. Crossix quickly analyzes data, offers forward-looking strategic guidance, and follows through with recommendations to optimize. Leveraging trends in “Big Data,” and by partnering with some of the most respected names in the industry, Crossix helps marketers get marketing messages to the desired audience. The Crossix patented methodology incorporates best-in-class privacy safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is headquartered in New York City.

1 Indices calculated by dividing (A) the percentage of the randomly-selected Crossix online panel sample who have filled at least one Rx or purchased at least one OTC product indicated for treatment of the respective condition category within the 12 month period prior to the analysis by (B) the same percentage observed among the sample of U.S. pharmacy-goers randomly selected from the Crossix Rx data network. An index equal to 100 reflects that the two percentages compared are identical.

2Based on benchmark Crossix Digital Impact™ data collected from dozens of online advertising campaign analyses performed for multiple Rx brands across various condition categories in 2012 through 2013. Index calculated by dividing (A) the percentage of individuals exposed to the respective online campaigns who have filled at least one Rx indicated for treatment of the condition represented by the online campaign within the 12 month period prior to campaign exposure, and (B) the percentage of the general U.S. population of pharmacy-goers who have filled at least one Rx indicated for treatment of the same condition during the 12 month period prior to the analysis.


New Study Reveals Notable 18% Increase in Redemption of Rx Savings Offers

Crossix Solutions’ analysis of more than 400 branded drugs suggests more patients are leveraging savings offers from pharmaceutical companies

NEW YORK, NY – August 22, 2013 – Consumer healthcare marketing analytics firm, Crossix Solutions, finds that patient redemption of prescription (Rx) savings offers – including co-pay offers, savings vouchers and free trial offers – increased by nearly 20 percent from Q2 2012 (April – June) to Q2 2013. Based on a sample of prescription transactional data across more than 400 branded drugs, the company’s Rx Offer Market Intelligence™ (ROMI) syndicated data showed that for brands that had any type of offer during the respective time periods, the percentage of all Rx transactions for which a savings offer was processed increased from 6.4 to 7.6 percent, constituting an 18 percent lift in 12 months.1

The lift in offer redemption is particularly noteworthy, considering that the percentage of drugs with any type of offer program actually declined by 3 percent during this period. This decline was primarily driven by a 15.6 percent decrease in drugs with a free trial offer, as well as a 2.6 percent decrease in drugs with a co-pay offer.

According to Asaf Evenhaim, Crossix CEO and co-founder, “As market competition continues to intensify, pharma companies are relying more heavily on compelling savings offers to attract new patients and retain existing ones, particularly as brands lose exclusivity and new brands are launched.”

Further, the Crossix study compared offer redemption across each major drug category, with 14 of 27 categories exhibiting increases and the other 13 categories exhibiting decreases. Redemption increased markedly in categories including Oral Anticoagulants, Hypertension, Diabetes - Insulin, Cholesterol Lowering and Bipolar/Schizophrenia, while redemption decreased in categories such as Depression, ADHD, Urology, Erectile Dysfunction and COPD. See Table, below, for a sample of category trends. The full list of category trends can be viewed at www.crossix.com/romi.

Table: Sample of Offer Redemption Trends by Rx Drug Category, Q2 2012 to Q2 2013

CategoryIncremental Lift in Offer Redemption Rate
Oral Anticoagulants +214%
Hypertension +160%
Diabetes - Insulin +36%
Cholesterol Lowering +30%
Psychiatric - Bipolar/Schizophrenia +15%
Psychiatric - Depression -15%
Psychiatric - ADHD -27%
Urology -28%
Erectile Dysfunction -36%
Respiratory - COPD -36%

Source: Rx Offer Market Intelligence, April 2012 - June 2013. Prepared by Crossix Solutions Inc.

The study also examined trends in patient co-pay amounts paid. While offer redemption increased, the median co-pay amount paid by patients for co-pay offers declined by 10 percent, from $19.29 to $17.35 during that same time period.2 “Pharma companies can learn a great deal from this data,” added Evenhaim. “It’s clear that today’s educated consumers are feeling the pinch of high healthcare costs and making more prescription drug purchase decisions based on the financial discounts available to them.”

Part of the Crossix suite of Rx Offer analytics solutions, ROMI is the first-ever syndicated data solution that provides a comprehensive and timely view into the competitive Rx offer landscape, across all major condition categories and for leading brands such as ADVAIR DISKUS®, CRESTOR®, Cymbalta®, Diovan®, JANUVIA®, Lantus® SoloSTAR®, NEXIUM®, PRADAXA®, VIAGRA®, and XARELTO®. Leveraging the Crossix HIPAA-compliant network of Rx transactional data, ROMI tracks the performance of Rx offers over time and provides insight into how offer performance is impacted by dynamic marketplace events. Clients use ROMI data to inform planning and strategy for new offer launches, as well as to identify opportunities for optimizing existing offers. ROMI is available via an easy-to-use, interactive online interface that provides clients with multiple ways to view and understand the data.

To learn more about Rx Offer Market Intelligence by Crossix, go directly to www.rxoffer.crossix.com.

About Crossix Solutions
As the only company founded and focused on a consumer-centric healthcare analytics approach, Crossix is the industry standard by which Top 10 Pharma companies and leading agencies & publishers plan, measure and optimize consumer marketing initiatives. Crossix offers the most complete cross-channel solutions, helping marketers by correlating campaign exposure to increased sales. Crossix quickly analyzes data, offers forward-looking strategic guidance, and follows through with recommendations to optimize. Leveraging trends in “Big Data,” and by partnering with some of the most respected names in the industry, Crossix helps marketers get marketing messages to the desired audience. The Crossix patented methodology incorporates best-in-class privacy safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is headquartered in New York City.

1 Offer redemption is defined as the percentage of all tracked Rx transactions for which an offer was processed, and the redemption percentages reported reflect weighted averages to account for variances in Rx volume among the branded drugs included in the study.

2 The patient co-pay amount paid reflects the out-of-pocket cost incurred by the patient for Rx transactions for which an offer was processed, and the dollar amounts reported reflect the weighted averages of the respective median patient co-pay amounts paid.


Peter Frishauf – Medscape Founder and Crossix Chairman – to be Inducted into Medical Advertising Hall of Fame

NEW YORK, NY – January 17, 2013 – Peter Frishauf, Medscape founder and Crossix Chairman, will be inducted into the Medical Advertising Hall of Fame. Founded in 1996, the Medical Advertising Hall of Fame honors those who have made significant contributions to the medical advertising profession.

Frishauf founded Medscape in 1995 and is currently Chairman of the Board of Directors of Crossix Solutions Inc. He previously served as CEO of SCP Communications, Inc., the Manhattan-based medical information company he started in 1981. Frishauf is past president of the Healthcare Marketing & Communications Council, Inc. where members from the pharmaceutical, publishing, medical education and advertising industries worked to improve educational and promotional programs. He is a member of the medical advisory board of Everyday Health, Oakstone Medical Publishing and a member of the Medical Advisory Boards of Milestone Venture Partners, TrialX, and the Markle Foundation's Connecting for Health initiative. A frequent speaker and author of hundreds of articles, Peter holds an M.S. in Journalism from Columbia University (1972); and a B.A. from NYU (1970). Peter is listed as one of the 1,000 most creative people in the U.S. in Who's Really Who, the 2002 book written by Richard Saul Wurman, founder of the TED Conference.  

“Peter’s creativity, ingenuity and entrepreneurial spirit have made an indelible impact on the evolution of medical advertising,” said Asaf Evenhaim, Crossix CEO and founder. “He has been a trusted partner and friend for many years, and I’m thrilled that his many achievements will be celebrated by this well-deserved honor.”

This year’s inductees also include David Labson, founder of Health Industries Research, and Dorothy Philips, Ph.D., the first female CEO of a major medical advertising agency (Barnum Communications). The inductees will be honored during a black-tie dinner on February 5 in New York City.

About Crossix Solutions
As the only company founded and focused on a consumer-centric healthcare analytics approach, Crossix is the industry standard by which Top 10 Pharma companies and leading agencies & publishers plan, measure and optimize consumer marketing initiatives. Crossix offers the most complete cross-channel solutions, helping marketers by correlating campaign exposure to increased sales. Crossix quickly analyzes data, offers forward-looking strategic guidance, and follows through with recommendations to optimize. Leveraging trends in “Big Data,” and by partnering with some of the most respected names in the industry, Crossix helps marketers get marketing messages to the desired audience. The Crossix patented methodology incorporates best-in-class privacy safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is headquartered in New York City.