Veeva Crossix Audience Solutions
Reach high-quality health audiences in a privacy-safe way, in compliance with HIPAA and NAI guidelines.
Reach more targeted health audiences through your preferred publisher and programmatic partners.
Reach the right healthcare professionals, at scale, in a cost-efficient way.
How Crossix Audience Solutions Work
Veeva uses an “enhanced demographic” approach for targeted health marketing.
Using consumer variables, propensity
models determine the likelihood an
individual will be in a desired audience.
Based only on those consumer
attributes, the population is divided
into 10 equal parts, or deciles.
Our partners activate the top deciles
Government entities use Crossix Programmatic to advertise opioid treatment programs.
To reach those most likely to need those services, they leverage an enhanced demographic model based on:
Activating the top deciles, the campaign targets the US adults most likely to need those services.
Targeting Approaches to Avoid
There are questionable targeting approaches in the marketplace that may not adequately protect the privacy of consumers.
Precise geo-targeting based on healthcare data may include as few as 3-4 households.
Targeting Based on
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.