Standardizing the Path to More Effective HCP Engagement

May 01, 2026 | Mike Ramadei

As biopharma marketers reach physicians with advertising throughout their digital journey, privacy-compliant physician-level data (PLD) provides the unique opportunity to get one-to-one insights into advertising engagement. However, while PLD allows marketers to link specific actions to individual HCPs, every publisher shares this data differently and every advertiser has a different format. With over 400 formats in the market, it’s difficult to use, resulting in data fragmentation, quality issues, and wasted time and resources.

A single, ready-to-use physician-level dataset for the industry can remove these obstacles. A common data structure allows advertisers to compare publisher data without time-consuming data mapping and helps marketers:

• Accelerate decisions by eliminating the burden of synthesizing PLD
• Focus on execution and innovation rather than data plumbing
• Quantify the synergy between field activity and marketing

This not only leads to more effective HCP engagements, but also more streamlined campaign execution.

Introducing Veeva Crossix cPLD

Veeva Crossix currently provides aggregated insights for HCP digital campaigns, helping marketers understand HCP reach and patient conversion. Now, we are evolving these capabilities with enhanced insights focused on content, engagement, and additional granularity.

Alongside these updates to Crossix HCP Digital, Crossix is introducing cPLD (Consolidated Physician-Level Data). This solution provides granular, standardized HCP media exposure data at the National Provider Identifier (NPI) level, delivered directly through Crossix Data Stream.

Publishers often define critical metrics, such as deep engagement, differently and provide data in different formats: definitions range from a click to watching a 45-minute video, and everything in between. We are simplifying this taxonomy into a single schema while preserving the full richness of the data. This common data structure ensures that data from different sources is ready for immediate analysis and available at a consistent cadence. It allows advertisers to see performance at the HCP level without reformatting or reconciling data from every partner.

Sitting at the center of the ecosystem, Crossix is in a unique position to operationalize this standard. We partner with a broad swath of biopharma companies to measure their HCP campaigns and work directly with almost all major HCP publishers. Our 1st Party Connect program of direct media feed integrations has over 150 media properties with 80% coverage across HCP and DTC impressions.

How to leverage Crossix cPLD

Crossix cPLD delivers a consistent map of the media journey for each prescriber, including what advertising they saw, when they saw it, and rich metrics like video engagement.

With cPLD, marketers can confidently:

• Amplify media value: Map specific media exposures to deep engagements to better understand high-performing placements and optimize future HCP interactions.
• Identify reinforcement opportunities: Pinpoint physicians who require additional media touchpoints.
• Align sales and marketing: Compare field coverage and media frequency targets side-by-side.

Precise measurement maximizes campaign performance. Crossix cPLD links media activity directly to prescribing behavior and whether that doctor is treating relevant patients. With these insights biopharma marketers can drive more effective HCP campaigns.

Learn more about how Crossix HCP Digital can help you improve campaign effectiveness.

Hear more about how early partners are using this data at Veeva Commercial Summit. Register now.