Reach HCPs and Patients
Across Media Channels

Privacy-safe solutions to engage target audiences.

Crossix is a member of the Network Advertising Initiative (NAI) and our solutions are fully compliant with the NAI Code of Conduct

Veeva Crossix Audience Solutions

Reach high-quality health audiences in a privacy-safe way, in compliance with HIPAA and NAI guidelines.

Digital

Programmatic for Consumers

Reach more targeted health audiences through your preferred publisher and programmatic partners.

Programmatic HCP

Reach the right healthcare professionals, at scale, in a cost-efficient way.

Targeted TV

Addressable TV

Target health audiences more effectively through cable, satellite and data-driven linear TV buys.

How Crossix Audience Solutions 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.

For Example:

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:

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.

Crossix Technology was Purpose-built to Protect Privacy

Discover how a distributed analytics approach exceeds HIPAA requirements while delivering actionable insights for health brands.

Discover now

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

Precise geo-targeting based on healthcare data 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.

Resources

Industry Brief NAI Guidelines and Personalized Advertising
Multimedia Webinar: The Future of Audience Targeting for Health Brands
Industry Brief eBook: The Future of Audience Targeting for Health Brands
Article Crossix Helps Deliver Targeted COVID-19 Messaging to Specific At-risk Populations