Blog: September 25, 2017

Case Study: The Impact of Digital Media on Patient Behavior

By Ira Haimowitz, Vice President, Product Strategy, Crossix 

Brand marketers spend countless hours identifying the publishers and channels that will best reach and engage patients with their digital DTC messaging. But what’s the true impact of these campaigns on patient behavior and health outcomes? To find out, Crossix used our expanded clinical health data set to work with a Type 2 Diabetes brand to measure the net impact, over control, of their recent digital DTC campaign.  


The Approach

Using Crossix DIFA™, our online platform for the measurement and optimization of digital media, we proactively monitored the campaign trafficking and performance. Our focus was on key performance indicators that lead to brand conversions, specifically, identifying if the campaign reached patients who are treating in category, treating with competitive brands, visiting a primary care physician (PCP) or endocrinologist, and taking relevant lab tests.

Metrics for the exposed audience were compared to a matched control group of consumers who did not see the campaign. The control group is designed to be identical to the exposed audience, based on similar past Rx usage, online behavior, geography, age and gender.

The Results

The group of consumers who saw the digital campaign visited relevant physicians at a faster rate and were more likely to get tested, diagnosed, and receive Rx treatment than the control group of consumers not exposed to the campaign. The exposed consumers:

  • Visited a primary care physician (PCP) 3+ days faster, relative to the date of exposure.
  • For those visiting a PCP post-media exposure, the exposed population:  
    • Were 38% more likely to receive an A1C test from their PCP
    • Received a new Type 2 Diabetes diagnosis more than twice as often
    • Were 67% more likely to start on a new diabetes treatment and 52% more likely to start on treatment for the advertised brand

Plus, the campaign’s impact went beyond the initial diagnosis and Rx. Even exposed patients who visited an endocrinologist – who are more likely to have regularly scheduled diabetes lab tests – were 33% more likely to have an A1C test than the control group.


The Power of Data-Driven Marketing

Today’s available data sets can help brands better understand how the patient continuum is impacted by digital advertising, as well as by other DTC media channels. With this knowledge, your brand can answer key questions such as:

  • When is the best time to intercept patients with digital advertising to have the greatest impact on the patient journey?
  • How can your brand effectively use data analytics to better understand, and adjust your marketing, to reflect the changing landscape of media consumption?
See the full case study and contact Crossix today to learn how we can work together to measure and optimize your next digital campaign.


About Crossix DIFA™

Crossix DIFA™ enables health advertisers to measure the audience, impact, incremental sales and ROI of their digital efforts. The preferred platform used by agencies and brands to optimize over 25 billion display, video, and mobile media impressions, DIFA has been used to measure more than 100 campaigns to date. The cloud-based DIFA platform provides unrivaled granularity of data and insights through its control-based methodology, providing not just overall campaign results, but also performance by publisher.
Ira Haimowitz is Vice President, Product Strategy at Crossix. In this role, Ira helps develop and bring to market Crossix’s innovative range of data-driven marketing solutions.