MARKETING ANALYTICS

Improve Direct-to-Consumer Marketing Performance

Measure the impact of DTC advertising on health outcomes

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Synchronization improves
outcomes

75%

of new patients starts are influenced by coordinated DTC and HCP advertising

Increased use
of video

33%

of digital impressions are on streaming TV and online video

Rise in multicultural
campaigns

+66%

from 2020 to 2022

More precise
targeting

10x

higher audience quality with custom-built audience segments

Source: Veeva Crossix

Trends in HCP and DTC marketing

Through the first half of 2023, Veeva Crossix data showed health brands diversifying their media mix to reach patients and HCPs in more
targeted ways.

See infographic

"Crossix provides us with early audience quality data and gross conversion data so we can continuously optimize and improve results.”

Jay Aiyar, Associate Director, Omnichannel Analytics, Takeda

Data-driven marketing at scale

Bayer: Leveraging patient marketing data to drive HCP engagement Read article

Havas: Best practices for 2024 biopharma campaign success Read article

Takeda: Combining top-down and bottom-up marketing measurement Read article

Marketing analytics solutions

Better target, measure, and optimize your DTC campaigns

Crossix Consumer Digital

Measures and enables optimization of DTC digital media and websites

Crossix TV

Measures and enables optimization of direct-to-consumer national
linear TV

Crossix Prime Segments

Custom-built segments to reach an advertiser’s most qualified audience

Crossix Reach Segments

Reach a targeted, yet broad audience of health consumers

Improve Direct-to-Consumer Marketing Performance

Trends in HCP and DTC marketing

Data-driven marketing at scale

Marketing analytics solutions

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