Crossix Launches Programmatic HCP to Enable Marketers to Reach HCPs with Greater Precision and Scale
Crossix, in partnership with Acxiom, has expanded its market-leading programmatic solution to now allow marketers to reach healthcare professionals (HCPs) across the full digital media landscape
NEW YORK, NY – December 12, 2017 – Crossix announced today the launch of Crossix Programmatic HCP™, an extension of its market-leading programmatic audience offering, specifically designed to help marketers reach the right HCPs. Through the convergence of Crossix and Acxiom's unique data assets and technology, Crossix Programmatic HCP enables marketers to reach their intended HCP audiences in a substantially more accurate, comprehensive, and scalable way.
"Crossix has been an important partner in improving our consumer targeting strategies, and we're excited that they are extending their proven expertise to HCP campaigns. HCP targeting has had its challenges in the past, but now we can confidently expand our HCP reach beyond just endemic websites and email campaigns to engage the right HCPs more effectively and efficiently."
- Matt Nespoli, Associate Digital Media Director at Butler/Till
Historically, reaching HCPs online at scale has been limited by the inherent challenges of connecting offline HCP information with online digital identities. Because HCPs leverage their personal information in addition to their professional information online, most approaches miss opportunities to reach their qualified targets.
Fueled by the Crossix-Acxiom HCP Match Graph, Crossix Programmatic HCP solves this problem by leveraging both consumer (age, ethnicity, media habits, Rx behavior, etc.) and professional data (state licensor, business association and organization information, etc.). Each data set is used in combination with LiveRamp's omnichannel identity resolution service to enable marketers to reach HCPs across all devices and websites. Marketers can target specific specialty or sub-specialty audience segments, or they can use their own HCP target lists, which Crossix can easily onboard.
"Acxiom's partnership with Crossix delivers truly unique solutions, and the addition of Programmatic HCP is no exception. Our combined resources help marketers target the most relevant healthcare professional audiences by connecting more data," said Rick Erwin, President and General Manager, Audience Solutions, at Acxiom. "As the data foundation for the world's best marketers, this is an exciting next step in the evolution of our targeting technology. We are more confident than ever that our data will deliver even more precision and scalability in reaching target HCP audiences and driving stronger patient outcomes as a result."
Marketers can validate that they are reaching the right audiences and driving impact by working with HCP measurement solutions, including Crossix's measurement platform, DIFA HCP™, which measures engagement across all types of publishers, allowing marketers to see the incremental impact of media campaigns that reach HCPs.
"Accurately connecting offline HCP identities with anonymous online information at scale was not an easy task," said Dan Stein, SVP, Product Strategy, at Crossix. "We spent over two years of research and development to create a solution that is truly differentiated and unlike any others in the market. We are excited to partner with marketers to prove the power of reaching HCPs across the digital landscape."
Crossix has been an innovative force in the programmatic space for years, delivering the most comprehensive targeting solutions for over 275 unique brand campaigns and optimizing billions of digital media impressions through its model-driven audience segments. Crossix Programmatic HCP is the latest solution in Crossix's technology suite, which includes Crossix Programmatic™ and Crossix Audience Fusion™, the latter of which was announced last month. For more information about Crossix's programmatic targeting solutions, visit www.crossix.com/programmatic.
About Crossix Solutions
Crossix empowers healthcare companies and companies that care about health to plan, measure and optimize their marketing and communication initiatives. Fueled by its Distributed Data Network (DDN) technology and the industry’s most comprehensive set of health and non-health data, which encompasses more than 250 million U.S. consumers, Crossix analytics inform strategic decisions, maximize business results, and drive improved patient outcomes. Crossix connects Rx, OTC, CPG, clinical, medical claims, hospital, consumer and media data with best-in-class privacy safeguards far exceeding HIPAA requirements. Through an unrivaled commitment to innovation and its first-of-their-kind partnerships, Crossix offers an expansive suite of audience and media optimization solutions across programmatic advertising, addressable TV, mobile marketing, search, Point of Care, and beyond. Founded in 2004, Crossix is headquartered in New York City. For more information, visit www.crossix.com.