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.”

“POC campaigns have the power to influence patient conversion and adherence, which makes accurate measurement crucial.”
- Asaf Evenhaim, CEO and co-founder of Crossix

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:

  • Incremental purchases of prescription (Rx) and over-the-counter (OTC) 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 campaign in concert with non-POC initiatives
  • Performance of pharmacy marketing programs

“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/Solutions/POC-Measurement.aspx.

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

Crossix partners with leading healthcare and media companies to plan, measure and optimize their marketing and communication initiatives. With deep consumer and healthcare professional (HCP) expertise, Crossix delivers hard-to-come-by audience and campaign insights to inform strategic business decisions and drive improved patient outcomes. Data-driven and data-proven, the patented Crossix methodology and differentiated technology enable critical connections across its proprietary data network of Rx, OTC, medical, clinical, media and consumer data to ensure more actionable cross-channel measurement with best-in-class privacy safeguards far exceeding HIPAA requirements. The unique Crossix technology aggregates insights from across the data network to pinpoint marketing initiatives that activate the right audiences and generate incremental impact. Founded in 2004, Crossix is headquartered in New York City.