Press Releases

Crossix Solutions & Optum to Share Innovations in Digital Measurement at PMSA

Crossix’s Ira Haimowitz & Optum’s Matt McKinley will demonstrate the impact of real-world evidence data on digital measurement 

NEW YORK, NY – March 27, 2017 – At next month’s PMSA Conference in Orlando, FL, Ira Haimowitz, VP, product strategy at Crossix, will join Matt McKinley, consulting director, client solutions at Optum to share how their work has led the pharmaceutical industry to move away from flawed proxy metrics such as customer surveys and website clicks to instead directly link digital media exposure to diagnosis and treatment-based clinical metrics:

  • Audience quality – percentage of those reached satisfying a diagnostic or treatment criteria
  • Intent to Treat – percentage of those reached who visit a physician or pharmacy
  • Conversion – percentage of those reached who start treatment with the advertised brand or within a therapeutic sub-category
In this study, Crossix and Optum will present a meta-analysis of 20 recent digital campaigns. These campaigns span a wide range of therapeutic categories, and represent 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, the duo 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 provides insights at key points along the patient journey.

The presentation entitled “Enhancing Pharmaceutical Digital Campaign Measurement Using Real-World Evidence Data” will begin promptly at 10:15 a.m. ET on Tuesday, April 25th. Register for PMSA here, and for those unable to attend in person, a PDF can be shared after the event, by request.

To learn more about Crossix’s digital solutions or our upcoming speaking sessions, contact us.


About Crossix Solutions

Crossix partners with leading healthcare and media companies to plan, measure and optimize their marketing and communication initiatives. With deep consumer and healthcare professional expertise, Crossix delivers hard-to-come-by audience and campaign insights to inform strategic business decisions and drive improved patient outcomes. Data-driven and data-proven, the patented Crossix methodology and differentiated technology enable critical connections across its proprietary data network of Rx, OTC, medical, clinical, media and consumer data to ensure more actionable cross-channel measurement with best-in-class privacy safeguards far exceeding HIPAA requirements. The unique Crossix technology aggregates insights from across the data network to pinpoint marketing initiatives that activate the right audiences and generate incremental impact. Founded in 2004, Crossix is headquartered in New York City. Follow Crossix on Twitter at @Crossix.