[December 12, 2017] |
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Crossix Launches Programmatic HCP™ to Enable Marketers to Reach HCPs with Greater Precision and Scale
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 (News - Alert) 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," said Matt Nespoli, Associate Digital
Media Director at Butler/Till. "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."
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 noexception. Our combined resources
help marketers target the most relevant healthcare professional
audiences by connecting more data," said Rick Erwin, President and
General Manager, Audience (News - Alert) 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171212005462/en/
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