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Crossix RxMarketMetrics™

Metrics to guide planning, benchmark actual performance and project beyond early results

Crossix RxMarketMetrics™ provides market benchmarks for performance of patient adherence and consumer marketing activities based on actual Rx analyses. While actual campaign performance will depend on the product, product position, category, tactic(s), execution/creative and other factors, meaningful norms can help guide brands and agencies in planning their campaigns. During a campaign's execution, the market norms can serve as useful benchmarks for actual performance and guide projections of early results as measured using Crossix ScoreBoard™ Reports.

Normative Rx-based metrics guide brand managers, agencies and publishers to answer the following questions:

• How long should I expect targeted consumers to take to start on my brand? How long does it take to reach the full conversion benefit? How do the impacts of different fulfillments impact campaign performance?
• How do unbranded and branded campaigns differ? What type of audience does each drive? How do conversion curves vary?
• What performance can I expect across different channels and tactics?
• What additional benefits might I see post conversion?
• What retention benefits might I see from this campaign? Over what time period?

With Crossix ScoreBoard™ reporting, can also know how my performance compares, in close to real time, to make optimization decisions and improve measured performance over time.

A range of relevant metrics available

Aggregate market norms based on actual Rx matchback analyses

Crossix RxMarketMetrics™ provides market benchmarks for performance of patient adherence and consumer marketing activities based on more than 1,500 actual Rx analyses including 600 consumer marketing tactics across a broad range of therapeutic categories.

Campaigns included in RxMarketMetrics aggregated for the chronic, lifestyle and specialty/biologic markets and derived from actual, anonymized and aggregated, results of consumer marketing campaigns for dozens of leading pharmaceutical brands ranging from direct response (DR) to general awareness and branding campaigns (GA), and multi channel, from Web to Print to TV.

Normative Rx-based measures include conversion rates and curves, as well as retention rates and curves specific to the market, channel and tactic. Benchmarks further broken down by campaign specifics, such as purpose, level of branding, creative, offer type, response channel and fulfillment stream.

RxMarketMetrics in the news...

• See our quarterly series in DTC Perspectives magazine:
  • Dec 2011 - Digital Search: Understanding and Optimizing Efforts toward New Patient Starts
  • Sep 2011 - Branded vs. Unbranded Digital Tactics: Reaching and Converting Relevant Consumers
  • Jun 2011 - Adherence Programs: Brand Expectations for Retention Programs
  • Mar 2011 - Savings Offers: Effectively Reaching the Right Audience?
  • Dec 2010 - Conversion Benefit: How Long does it Take for Consumers to Start on My Brand?

Contact Us for more information including licensing information about RxMarketMetrics, or learn more about Crossix.

Principled Respect for Privacy

Because Crossix designed its entire methodology and technology from the ground up as a best-in-class Rx-based analytics offering for DTC/P, it not only achieves uniquely superior results for its clients, it does so with a best-in-class respect for privacy vs. traditional patient level analytics companies (PLA). Crossix deploys an automated process that fundamentally removes privacy concerns from the process, including elimination of downstream risk of re-identification. Crossix as an organization needs no access to HIPAA-protected individually identifying health information (PHI), in order to profile large groups of individuals.

© 2011 Crossix Solutions Inc. All Rights Reserved