Reach HCPs and Patients
Across Media Channels

Privacy-safe solutions to engage target audiences.


Crossix is a member of the NAI and our solutions are fully compliant with the NAI Code of Conduct.
Learn more

Veeva Crossix Segments

Reach high-quality health audiences in a privacy-safe way, in compliance with HIPAA and NAI guidelines. Our solutions help leading pharma, OTC and CPG brands, hospitals systems, and government agencies ensure that their digital and targeted TV campaigns reach the right health audiences, at scale.

How Crossix Segments Work

Veeva uses an “enhanced demographic” approach for targeted health marketing.

Develop Audience Model

Using consumer variables, propensity
models determine the likelihood an
individual will be in a desired audience.

Segment Audience Population

Based only on those consumer
attributes, the population is divided
into 10 equal parts, or deciles.

Target Top Deciles

Our partners activate the top deciles across leading programmatic and
premium publishers.

Audience Targeting Example

Government entities use Crossix Segments to advertise opioid treatment programs. To reach those most likely to need those services, they leverage an enhanced demographic model based on:

Shopping
Behavior

County-level
Geography

Home
Ownership

Vehicle
Ownership

Hobbies

Activating the top deciles, the campaign targets the US adults most likely to need those services.

Industry Insights

Privacy-safe audience targeting is a key component of any media plan.
Learn more about how today’s health marketing news will impact your business.

Learn how pharma brands are leveraging digital audio platforms to reach highly qualified health audiences.
New Digital Audio Trends to Guide Your DTC Pharma Advertising Strategy Learn how pharma brands are leveraging digital audio platforms to reach highly qualified health audiences.
The use of health audience segments is on the rise. Media agencies and pharma brand marketers should prioritize audience quality, privacy, and scaled ROI.
Using Data to Engage Target Audiences The use of health audience segments is on the rise. Media agencies and pharma brand marketers should prioritize audience quality, privacy, and scaled ROI.
To maximize new patient starts, health campaigns need privacy-safe targeting data that is high quality, offers a large reach, and is affordable.
A Guide to Audience Targeting for Health Brands To maximize new patient starts, health campaigns need privacy-safe targeting data that is high quality, offers a large reach, and is affordable.
Tips for efficiently reaching healthcare professionals (HCPs) and patients.
Audience Targeting in a Changing Digital Landscape Tips for efficiently reaching healthcare professionals (HCPs) and patients.
By Jeremy Mittler, Head of Crossix Audience Segments
Building Privacy-Safe Health Audience Segments By Jeremy Mittler, Head of Crossix Audience Segments
Learn why privacy experts turn to the Network Advertising Initiative (NAI) to protect privacy in digital advertising.
NAI Guidelines for Marketers Help Protect Patient Privacy Learn why privacy experts turn to the Network Advertising Initiative (NAI) to protect privacy in digital advertising.

Crossix technology — purpose-built to protect privacy

A modern approach to data and analytics uses technology to
protect the privacy
of health information.

Learn more about our privacy-by-design approach

Targeting Approaches to Avoid

There are questionable targeting approaches in the marketplace that may not adequately protect the privacy of consumers.

Zip+4 Geo-targeting

Geo-targeting an individual based on actual healthcare data. Some approaches use zip+4 targeting which may include as few as 3-4 households.

Targeting based on healthcare data

Segments containing individuals based on their actual healthcare data, with added data noise to “anonymize” the targeting.

Both approaches use medical records to target an individual and a small group of other people around that individual. Any use of actual healthcare data, even if for one person, is prohibited by the 2020 NAI Code of Conduct, and violates an individual’s reasonable expectation that healthcare data will not be used to target advertising to them.

We encourage all marketers to take a privacy-first approach when evaluating potential partners.

Interested in learning more about how Veeva Crossix can move your business forward?