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Beyond Geotargeting: Choosing Quality Over Quantity 

by Whitney Kemper, Senior Director, Analytics Products at Crossix Solutions
March 13, 2018

Imagine if, before patients and their healthcare professionals (HCPs) discussed a treatment plan in the exam room, both sides fully understood the risks and benefits of using a specific Rx.

As access to increasingly sophisticated digital targeting techniques grows, there’s a need to better align targeting efforts with the goal of reaching both the HCP and their relevant patients simultaneously. Traditionally, the approach on the consumer side has been limited to geotargeting, which typically entails serving digital ads to individuals who live or travel within a set minimum distance of any of the primary office addresses of the relevant HCPs. But this methodology doesn’t work well in densely populated areas where tens of thousands of people live and work each day.

Why not?

Because geotargeting alone doesn’t provide precise enough data to reach a high percentage of the right audience. Instead, media spend is wasted on reaching non-qualified audiences, despite their proximity to the target HCPs. For example, there are 18,634 registered physicians in Manhattan, New York, alone1. Over 1.6 million people live in Manhattan, and the daytime population doubles every day due to the influx of commuters2. While there is a high quantity of patients and HCPs, it doesn’t necessarily mean that they are qualified in terms of treating for a specific condition.

A better, data-driven approach

Take geotargeting a step further. Crossix’s newly launched targeting solution, Crossix Audience Fusion™, combines health data with clients' healthcare professional target list data to help healthcare marketers reach more qualified audiences across the full digital media landscape, at scale and with greater precision. The more types of data you can leverage, the more likely you are to reach the right audience. For example,

  • Health data provides more insight into whether a consumer is likely to be diagnosed with or treating a condition and ensures that the right ads are reaching those who are in line with the brand’s objectives.

  • Shopping data can be used to indicate conditions where OTC products are being used as alternatives or as supplements to prescription therapy. Additionally, many health conditions are often treated with diet modifications (e.g. low salt for hypertension, sugar-free for diabetes, and gluten-free for celiac disease).

  • Consumer data allows you to evaluate media targeting based on demographic objectives. For example, a contraceptive brand can target younger females, whereas an erectile dysfunction brand can target middle-aged males.

By using the propensity model in conjunction with geo data, you can reach likely patients of high-prescribing HCPs in a given area with complementary messaging and ensure that both sides are ready for a productive conversation in the exam room.

Contact Crossix at programmatic@crossix.com to see the full case study and learn more about how your brand can take advantage of this unrivaled combination of data through Crossix Audience Fusion™.

About Whitney Kemper

Whitney Kemper serves as Senior Director, Analytics Products at Crossix Solutions, which he joined in 2009. He leads the development of Crossix's analytical frameworks as well as the implementation of new technology and data. Whitney's extensive experience with data and marketing analytics allows him to navigate the challenges of integrating and gleaning meaning from the wide array of healthcare and consumer data that Crossix employs. He holds a B.A. in Economics, English, and East Asian Studies from Vanderbilt University.

1 http://www.op.nysed.gov/prof/med/medcounts.htm
2 https://www.citylab.com/transportation/2016/09/manhattan-commutes-port-authority-bus-terminal-capacity-study/501515/