Crossix thought leadership for healthcare marketing analytics


We’re leading the conversation on healthcare data analytics

Knowledge that powers progress

The convergence of data, analytics and technology is creating new opportunities––and challenges––for healthcare companies. You need answers you can trust. So we share reliable, sought-after insights, based on more than 10 years at the forefront of healthcare data analytics.

Stay in step with our latest perspective.
Follow us on Twitter and LinkedIn.


Published Articles


Calendar of Events

  • Upcoming
  • PMSA – April 23-26, 2017 (Orlando, FL)
    Register Now!

    Session Title: Enhancing Pharmaceutical Digital Campaign Measurement Using Real-World Evidence Data

    Ira Haimowitz – VP, Product Strategy, Crossix Solutions
    Matt McKinley – Consulting Director, Client Solutions, Optum

    Over the past four years and for over 50 brands, Crossix has been the leading innovator in digital campaign measurement within the pharmaceutical industry. Our work has led the pharmaceutical industry to move away from flawed proxy metrics such as customer survey and website clicks to instead directly link digital media exposure to diagnosis and treatment-based clinical metrics.

    In this study, Crossix and Optum present a meta-analysis of 20 recent digital campaigns. These campaigns span a wide range of therapeutic categories, and form a mix of branded and unbranded campaigns. This analysis is performed at the campaign/publisher level and is focused on display and video advertising across both desktop and mobile devices.

    After the meta-analysis, we will show the impact of enhanced real-world evidence clinical data on digital measurement, specifically; this data supplements mid-campaign audience quality to better predict end of campaign conversion, and it provides insights at key points along the patient journey.
  • Previous
  • DTC National – April 7, 2017 (Boston, MA)

    Session Title: Harnessing the Power of New Analytics

    Ira Haimowitz – VP, Product Strategy, Crossix Solutions
    Dori Cappola – SVP, Media, Klick

    This pharmaceutical case study will demonstrate the innovative ways that brands are leveraging expanded health data sets (beyond just Rx), as well as the fresh approaches that can be utilized in digital marketing analytics. In this session, learn how you can apply these insights to your brand to fundamentally reimagine how you plan, measure, and optimize your digital campaigns across a variety of platforms, including display, video, and mobile.

  • DHC West Coast Summit – March 20, 2017 (San Francisco, CA)

    Session Title: The Use of Data to Improve Media and Creative Optimization

    Ira Haimowitz – Crossix Solutions (Moderator)
    Sam Johnson – Intouch Solutions
    Ben Clark – Genentech
    Bill Drummy – Heartbeat Digital

  • ePharma – March 7, 2017 (New York, NY)

    Session Title: Broader, Deeper, Faster, Better - Innovations in Digital Measurement

    Ira Haimowitz – VP, Product Strategy, Crossix Solutions

    The digital media landscape is changing rapidly, and the ways in which brands measure their campaigns are evolving in exciting ways as well. This breakthrough case study will explore the innovative ways that a pharma brand leveraged clinical data sets (e.g., diagnosis, lab results) for the first time to measure its digital media with greater breadth, depth, speed, and accuracy.

    Session Title: Programmatic in Healthcare? Why Now is the Time.

    Chris Neuner – SVP/GM of Digital Health Solutions, PulsePoint
    Brad Rosenhouse – GVP, Programmatic, Publicis Health Media
    Steve Nunez – Strategic Director for Programmatic Rx Partnership, EverydayHealth.com
    Ira Haimowitz – VP, Product Strategy, Crossix Solutions

    As programmatic firmly establishes itself as an effective and efficient way of buying and selling digital advertising across verticals, the healthcare industry is just starting the 1st inning. Join a panel of industry experts as they uncover who the players are in the space, the guidelines they're using and how programmatic technology can improve this underrepresented/underserved category.

  • MM&M Webinar – March 1, 2017 (Online)
    Click to Replay

    Session Title: Think You're Using the Right Health Data? Think Again.

    Brian Cain – Executive Director, Commercial Insights & Analytics and Salesforce Operations, Celgene
    Glenn Roginski – Integrated Marketing Director - Digital & Programmatic Media Leader, J&J
    Ziv Yarr – Partner, McKinsey & Company
    Jeremy Mittler – VP, Industry Solutions, Crossix

    As the need to demonstrate improved patient outcomes and better business results intensifies across the healthcare landscape, understanding how to harness the power of data is more imperative than ever before. In this in-depth discussion, industry thought leaders will share their perspectives on the many new opportunities being driven by the ability to connect a multitude of health and non-health data sets in unique, innovative, and HIPAA-compliant ways.


  • NYHBL Privacy Panel – December 13, 2016 (New York, NY)

    Session Title: Privacy Please — How Healthcare Is Managing Cyber Risk

    Asaf Evenhaim – Co-founder and CEO, Crossix Solutions

    What is keeping healthcare CEOs up at night? The threat of cyber attacks. Cybersecurity is one of the most critical issues facing healthcare executives across the ecosystem. From HIPAA breaches to medical identity theft to safeguarding intellectual property, protection from cyber attacks has become an urgent imperative. During this discussion, the panelists will cover the current legal, regulatory, business and technological environment and explore options for effective management for senior management and boards of directors.


  • Digital Pharma East – October 24 - 27, 2016 (Philadelphia, PA)

    Session Title: Five Things You Don't Know, But Should About Digital Media Measurement

    Ira Haimowitz – VP, Product Strategy, Crossix Solutions

    Pharmaceutical marketers are shifting increasing levels of their media spend to digital. Furthermore, digital campaigns have become more complex, covering dozens of concurrent media partners and a wide range of targeting strategies, formats, device types, and content areas.

  • DTC Forum on TV & Print – October 27 - 28, 2016 (Philadelphia, PA)

    Session Title: Tune In: TV Planning & Optimization Insights You Won't Want to Miss

    Dan Stein – SVP, Product Strategy, Crossix Solutions

    TV planning and optimization have come a long way in recent years due to increasing demands for greater accountability and advances in media technology. This session will cover a handful of data-driven insights about best practices, helping you understand how to reach qualified health audiences more efficiently and measure your TV campaigns with confidence.

  • DHC Fall Summit – October 11, 2016 (Bridgewater, NJ)

    Session Title: Game-Changing Mobile Measurement Insights

    Shannon Gallagher – VP, Analytics Services, Crossix Solutions

    Crossix is among the first in the industry to measure real world lift in Rx sales as a result of mobile campaigns. And over the years, we’ve gained a lot of valuable insights from the campaigns we have measured.

  • PoC3 Summit – October 4, 2016 (New York, NY)

    Asaf Evenhaim – VP, Analytics Solutions, Crossix Solutions


  • 4INFO Webinar – September 26, 2016 (Online)

    Shannon Gallagher – VP, Analytics Solutions, Crossix Solutions
    Chuck Moxley – Chief Marketing Officer, 4INFO


  • PMSA – April 17 - 20, 2016 (Las Vegas, NV)

    Session Title: Look No Further! Uncovering Field Force Efficiencies by Harnessing the Power of Patient Data

    Ira J. Haimowitz, Ph.D. – VP, Product Strategy, Crossix Solutions

    Traditionally, pharma brands have developed their HCP target lists based on physician prescribing data at both an individual and territory level. Now, new methodologies have emerged that leverage patient-level Rx transactional and behavioral data, to create more qualified cohorts of doctors that empower brands to reconfigure and maximize their field force strategies, and by extension, their sales force plans as well. In this presentation, Crossix will explore the methodology behind this innovative approach and share a case study that demonstrates how a pharma brand leveraged actual patient Rx behavioral data to improve salesforce planning and goal-setting.

  • DTC National – April 19 - 21, 2016 (Boston, MA)

    Session Title: What’s New in Programmatic? Mobile Hypertargeting & Campaign Measurement Fueled by Rx Data

    April 20th | 3:30pm-4:00pm

    Shannon Gallagher – VP, Analytics Services, Crossix Solutions
    Chris Colella – Director of Pharmaceutical Business, 4INFO

    According to Pew Research Center, 62% of smartphone owners have used their phone to look up health information. It should be no surprise then that healthcare marketers are seeking new and better ways to reach relevant health audiences on mobile devices. Fortunately, there is a new approach that allows for greater media efficiency and ultimately drives meaningful ROI. By leveraging advanced predictive analytics, marketers can serve hyper-targeted programmatic media on mobile devices with targeted scale.

  • ePharma – February 29 - March 2, 2016 (New York, NY)

    Session Title: Harnessing the Power of Programmatic with Breakthrough Audience Targeting February 29th | 11:45am

    Duncan Clegg – Product Management Supervisor, Crossix Solutions

    Traditionally, pharma marketers have targeted digital audiences using demo/geo and contextual-based approaches. While these approaches have been helpful in reducing media waste, they are still not the most efficient and effective way to reach the right audiences. Residing at the exciting intersection of data, analytics, technology and digital media, Crossix’s programmatic audience targeting solution enables pharma marketers – and the agencies that work with them – to identify, reach and engage with relevant online audiences based on predictive health data. This new, privacy-safe approach has proven to be a powerful tool in pharma marketers’ media planning arsenal.

    Session Title: All's Well That is Measured Well: Game-Changing Digital Analytics at Your Fingertips
    March 2nd | 2:00pm

    Shannon Gallagher – VP Analytics Services, Crossix Solutions

    With the rapid rise of data-driven programmatic media buying, understanding the impact and efficiency of digital campaigns has become more important than ever before. Traditionally, digital campaigns have been measured by engagement metrics, like impressions and clicks, alone. However, these KPIs are not necessarily indicative of or correlated to a campaign’s true impact. New disruptive analytics methodologies have emerged that allow pharma marketers to leverage more predictive and proven leading indicators earlier in a campaign’s lifecycle, while better understanding incremental sales and ROI.


  • PEPP – November 5 - 6, 2015 (Philadelphia, PA)

    Session Title: Into the Deep: How a Top Pharma Brand Harnessed Advanced Analytics to Understand POC Program Impact Across Multiple Dimensions
    November 5th | 3:15pm

    Lindsey Azzaretti – Analytics Services Manager, Crossix Solutions

    Rx brands have traditionally leveraged physician-focused measurement approaches to better understand the performance of their POC campaigns. This approach has indeed yielded useful insights, but it has also obscured the true patient impact of these programs and limited brands’ ability to derive more granular learnings essential for campaign optimization But now, patient-centric, privacy-safe methodologies exist that enable marketers to go beyond physician prescribing data to capture patient impact for a true representation of campaign effectiveness and ROI. Many factors ultimately contribute to the success of a POC program, including type of tactic, vendor, frequency of exposure, and patient & physician profiles. Beyond understanding how their POC programs perform overall, it’s imperative that brands understand how each dimension of the program performs relative to and in concert with each other. In this provocative session, you will discover how a pharma brand utilized innovative patient-level Rx analytics to plan, measure, and optimize a multidimensional POC campaign.

  • Digital Pharma East – September 29- October 2, 2015 (Philadelphia, PA)

    Session Title: Think You Know How Your Brand Website is Performing? Think Again.
    October 1st | 11:40am

    Dan Stein – SVP, Analytics Services & Product Strategy, Crossix Solutions
    Cam Bedford –SVP, Strategy & Analytics, Klick Health

    The recent convergence of Big Data, emerging technology and privacy-safe analytics methodologies has introduced new and exciting digital opportunities, enabling DTC marketers to understand the performance of their websites in ways previously not possible.


  • Digital Health Coalition: Disrupt – June 25, 2015 (New York, NY)

    Session Title: The Power of Predictive Data for Programmatic Buying

    Shannon Gallagher – VP, Analytics Services, Crossix Solutions

    The healthcare industry can now leverage programmatic buying and predictive data to create more efficient digital campaigns. Crossix will present a brief description of how this methodology works, and then share a case study from a top 10 pharma brand who found that advanced Rx-based metrics are essential to understanding true media performance.

  • ARF: Audience Measurement – June 14-16, 2015 (New York, NY)

    Session Title: Reach the Right TV Viewers to Drive Pharma ROI

    Dan Stein – SVP, Analytics Services & Product Strategy, Crossix Solutions
    Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions
    Sam Deutsch – Director, Client Consulting, Nielsen Catalina Solutions

    While other industries have swiftly adopted the latest data & technology to better target TV audiences, Pharma advertisers have been more reluctant, largely due to HIPAA privacy constraints and a general aversion to taking risks. But the paradigm is shifting now, as new privacy-safe targeting approaches emerge. Nielsen Catalina Solutions (NCS), which has a proven track record in TV analytics innovation across various industries, and Crossix Solutions, the leader in consumer-centric healthcare analytics, have combined their data assets and technology to transform the way Pharma optimizes TV. This client case study illustrates how advanced predictive analytics can link TV viewing audiences to privacy-safe healthcare data to enable Rx drug brands to target relevant audiences more efficiently and ultimately drive meaningful, incremental ROI.

  • PMSA – April 19-22, 2015 (Arlington, VA)

    Session Title: How Predictive Data Analytics is Powering the Future of DTC TV Media
    Tuesday, April 21, 2015 | 11:00am - 11:40am EDT

    Crossix Speakers:
    Shannon Gallagher – VP, Analytics Services
    Whitney Kemper – Director, Analytics Products

    As pharma marketing continues to evolve with the more widespread adoption of digital, mobile, social and other emerging media, one phenomenon remains the same: TV is still the dominant force in DTC. And as TV continues to command the lion’s share of DTC media budgets, pharma marketers are encountering increased scrutiny and accountability in optimizing their TV buys and proving return on their TV investment. With all its dominance, TV is still considered a mass medium with significant media waste not reaching the intended target audience.  Finally, pharma marketers can overcome the traditional constraints in their ability to leverage the newer targeting technologies & methodologies that other verticals have taken advantage of, largely due to the more stringent consumer privacy mandates endemic to pharma. Applying these targeting capabilities to TV unlocks opportunities for the more accountable and efficient use of TV based on predictive and advanced analytics linking consumer audiences to healthcare data.

    Session Title: Beyond the Status Quo: Innovation in HCP Targeting
    Monday, April 20, 2015 | 11:20am - 1:20pm EDT
    Tuesday, April 21, 2015 | 11:40am - 1:40pm EDT

    Crossix Speaker:
    Whitney Kemper – Director, Analytics Products

    Stop by our poster session to explore how leveraging robust patient and consumer behavioral data - in concert with HCP prescribing data - can drive meaningful improvements and measurable returns for a brand's HCP-focused activation efforts.

    You'll have a chance to ask questions about methodology, results, and anything else related to HCP targeting!


  • DTC National 2015 – April 7 - 9, 2015 (Washington, D.C.)

    Crossix Presenter:
    Jeremy Mittler – SVP, Analytics Services and Product Strategy
    Nielsen Catalina Solutions Presenter:
    John Stermer – EVP, Business Development

    Session Title: The Future of Television – Maximize Media Planning with Game-Changing Analytics

    While the industry is diversifying its advertising portfolio to include more and more digital campaigns, TV is still the number one player in pharma advertising. Now, pharma can achieve the same level of efficiency and financial benefit that CPG campaigns have been achieving for years. Technology now allows marketers to utilize data and insights they need to make more informed – and ultimately more impactful – decisions to improve TV performance, while remaining privacy safe.

  • TV Optimization Webinar – December 10, 2014 (Online)

    Replay Webinar Now! Crossix Presenter: Jeremy Mittler – VP, Analytics Services

    Session Title: A New Rx for Pharma TV Campaigns

    Since the age of the blockbuster drugs in the late 90s, TV has been a staple advertising channel for pharmaceutical marketers. Nielsen Catalina Solutions (NCS) and Crossix have collaborated to revolutionize the way you can plan and optimize your TV media. This innovative solution allows you to supplement demographic and geographic viewer data with key insights to help define and reach the right consumers for your brand. As a result, you can better reach your high-value audience segments, and drive incremental Rx and OTC sales.
    In this webinar, we will walk you through a pharma brand case study that showcases how the solution allowed our client to optimize their campaign and drive sales.  

  • Digital Pharma East – October 21-24, 2014 (Philadelphia)

    Crossix Presenter: Shannon Gallagher – VP, Analytics Services
    Session Title: The Time is Now! Utilize Programmatic Buying and Predictive Data to Power Your DTC Digital Campaigns

  • POC National – September 30-October 1, 2014 (Baltimore)

    Crossix Panelist: Asaf Evenhaim – Co-founder and CEO
    Panel Title: Empowering Your POC Programs Through Effective Impact Measurement

  • DTC National – April 22-24, 2014 (Washington, D.C.)

    Crossix Presenter: Dan Stein – SVP, Analytics Services and Product Strategy
    Session Title: The TV Revolution is Here! Pharma’s Big Data Opportunity in the World of Targeted TV