SYS-CON MEDIA Authors: PagerDuty Blog, Michael Jannery, Pat Romanski, Elizabeth White, Liz McMillan

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New Digital Analytics Platform Provides Powerful Tool for Media Agencies Serving the Healthcare Industry

Media agencies under increasing pressure to optimize digital campaign performance and return for their healthcare clients have a new, real-time analytics tool – Digital Impact for Agencies™ (DIFA™) from Crossix Solutions. A breakthrough in direct-to-consumer analytics, Digital Impact for Agencies is the first cloud-based online measurement and reporting platform specifically designed to support agencies tasked with monitoring and improving digital advertising campaigns. The new solution measures media campaigns across the patient journey, from information-seeking to prescription fill, to provide agencies with a more powerful way to optimize campaigns in comparison to traditional measurement approaches.

DIFA is powered by Crossix Digital Impact™, a proven solution that has measured billions of online ad impressions for Top 10 pharmaceutical companies and leading media agencies. The new platform is built upon Crossix’s proprietary HIPAA-compliant methodology, which leverages actual consumer Rx and OTC behavioral data. DIFA now fully caters to the unique needs of agencies and harnesses the hallmarks of modern cloud technology – flexibility, immediacy and self-service accessibility – to provide early and frequent performance updates.

“As the digital channel continues to evolve and pharma brand clients demand greater accountability for their campaigns, media agencies need a more sophisticated way to show and prove value,” said Dan Stein, senior vice president of Analytics Services & Product Strategy for Crossix. “Digital Impact delivers meaningful data, beyond click and brand website engagement metrics that drastically underrepresent the true value of a campaign. With DIFA, agencies can now leverage actual behavioral and sales impact metrics, and do so while campaigns are still in market.”

Through the cloud, DIFA provides a one-stop shop for Rx and OTC-based campaign metrics at the campaign and publisher level, including:

  • Campaign delivery – including the volume of impressions and unique individuals exposed to the campaign over time broken out by age, gender and geo-based data
  • Audience profile – including the percentage that is treating in the therapeutic category or on brand
  • Campaign impact – including doctor and pharmacy visits, conversion to brand and other ROI metrics

“These are exactly the types of metrics that will help me to optimize my campaigns,” said Tina Breithaupt, senior media director for Intouch Solutions. “And it’s even better that I will be able to access them online more quickly. The expanded insight this data brings will translate to increased client value.”

Visit www.crossixdigital.com to sign up for a free online demo of the new Digital Impact for Agencies.

About Crossix Digital Impact for Agencies™

Crossix Digital Impact for Agencies™ (DIFA) delivers end-to-end patient journey metrics through a cloud-based reporting platform to measure digital campaign performance, provide insights to drive optimization decisions and help maximize campaign ROI. Specifically designed to meet the reporting needs of media agencies working in healthcare, Crossix DIFA is the first and only proven analytics solution that links digital media exposure to actual Rx and OTC behavioral data across all publishers and ad networks. Continuous, on-demand access to key metrics and campaign insights empowers agencies to make the most of their digital marketing initiatives and demonstrate increased value for their brand clients. More information at www.crossixdigital.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 on how to improve campaign performance. 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. More information at www.crossix.com

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