New Insights Support the Rise in Multicultural Initiatives
Biopharma marketers are increasingly taking proactive measures to improve health equity. Many have strategies to reach underserved patient populations, have multilingual messaging, or have campaign creative representing specific groups. At Veeva Crossix, this is a growing focus for many customers. In 2023, we measured 52% more multicultural campaigns than in 2022.
Introducing multicultural dashboards
With the rise in multicultural initiatives, biopharma marketers need new key performance indicators to measure and improve their efforts. Veeva Crossix is introducing multicultural dashboards as an added-value feature within the Crossix Consumer Digital Measurement application. Multicultural dashboards provide additional demographic breakouts for key health metrics. This enables marketers to continuously measure how effective campaigns are in reaching specific audiences, what actions those audiences are taking after seeing advertising, and what opportunities may exist to improve campaigns going forward.
Fundamental questions to answer when analyzing multicultural initiatives
With the data in multicultural dashboards coupled with the standard data available from Crossix, marketers can set goals based on their campaign objectives, refine their strategies, and make the right optimizations. While working with marketers analyzing this data for the first time, we’ve identified two fundamental questions to answer when measuring health equity or multicultural messaging campaigns.
Is the campaign reaching a qualified audience at both the health and demographic level?
To reach a certain population diagnosed with a specific condition or with a higher prevalence for a certain disease state, you must look at health and demographic data. The multicultural dashboard provides these insights and even accounts for condition prevalence or diagnosis differences among various populations to give marketers an accurate measure of targeting efficiency.
One brand leveraging multicultural dashboards was able to identify that its dedicated Hispanic campaign was delivering on the baseline goal of reaching a Hispanic audience. However, they needed to reach Hispanic users diagnosed within their target therapeutic area. Based on this data, the brand was able to optimize toward Spanish-language endemic publishers to reach their target audience more effectively.
Is the target audience taking action after seeing or engaging with the campaign?
Evaluating post-exposure health data, such as doctor visitation and conversion, can help you determine that you are reaching your target audience and driving desired health outcomes. Many factors can contribute to post-exposure actions, such as campaign creative or messaging, or cultural and social factors, including physician access limitations.
A brand was measuring a new general market campaign with the goal of gathering as many insights as possible to refine its audience strategy. Using Crossix insights, it was clear they were effectively reaching a specific audience demographic, but this did not pull through when analyzing this audience group’s post-exposure doctor visitation data. This insight highlights an opportunity to refine creative messaging or explore if there are any specific challenges around access to healthcare professionals.
An ironclad commitment to privacy
One of Crossix’s fundamental values is to safeguard individual privacy, and we built multicultural dashboards with this value top-of-mind. Every element of the multicultural dashboards—from the data analysis that supports them to the ways in which the dashboards can be utilized by marketers—was carefully constructed to adhere to all applicable privacy laws. For example, Crossix ensures that all multicultural data is properly aggregated; and multicultural data analysis cannot be generated or presented specifically by placement. This is just one of the ways that multicultural dashboards safeguard individual privacy.
The right insights to execute and optimize
Biopharma marketers are continuing to establish health equity priorities, yet executing these initiatives and understanding how to tactically deliver the right message to these various audience groups is challenging. Measuring performance and evaluating new KPIs requires resetting expectations based on general market campaigns. The right data can enable marketers to understand where to reach various underserved populations or specific audience groups with the right content and message to improve health outcomes.
Watch the 2023 Crossix Product Innovations Webinar to learn more about multicultural dashboards and other upcoming features to improve marketing performance.