Doctor's offices, where patients are primed to receive healthcare
information, are a fast-growing point-of-care (POC) marketing channel,
for everything from unbranded disease education to branded product
advertising. However, traditional POC campaign measurement has been
physician-centric, making it difficult to accurately measure patient
impact and impossible to benchmark against other direct-to-consumer
vehicles. Crossix Solutions' latest analytics innovation, Crossix POC
Impact TM, now enables marketers to go beyond prescriber data and capture
patient impact for a true representation of campaign effectiveness.
"Crossix's patient-centric campaign analytics are a valuable addition to
the measurement tool-kit at the point-of-care," said Dan Stone, co-chair
of the Point of Care Communication Council (PoC3) and CEO of
AccentHealth, America's largest point-of-care TV network. "With the
Crossix methodology, a campaign's impact can be measured versus other
POC tactics and relative to other direct-to-consumer channels."
Crossix POC Impact is part of the company's suite of privacy-safe
campaign analytics and optimization solutions, and uses a consistent
methodology that enables comparisons across tactics and channels within
the broader DTC marketing mix. POC Impact has quickly gained traction
throughout the industry, as more than a dozen marketing agencies and
pharmaceutical companies have captured revealing campaign analytics with
the new solution. Crossix also provides and has published POC campaign
benchmarks, enabling marketers to compare their campaigns' performance
against market norms.
"POC campaigns have the power to influence patient conversion and
adherence, which makes accurate measurement crucial," said Asaf
Evenhaim, CEO and co-founder of Crossix, who presented at the inaugural
Point of Care National conference last month. "Our patient-centered
solution is a breakthrough in marketing analytics, and - for the first
time - empowers POC marketers and brand managers to accurately determine
ROI, by capturing critical data missed by other methods that estimate
impact based on physician prescribing behavior alone."
Crossix POC Impact also allows healthcare marketers to measure:
Incremental purchases of prescription (Rx) and over-the-counter (OTC)
medications, at both the individual and household level
Specific tactics within POC programs, such as in-office TV,
wallboards, patient brochures, co-pay offer distribution, and more
Impact of campaigns in concert with non-POC initiatives
Performance of pharmacy marketing programs
"Traditional measurement approaches have undervalued the true impact of
the POC channel," added Tom McGuinness, co-chair of the Point of Care
Communication Council (PoC3) and CEO of PatientPoint, a
leading provider of patient and physician engagement solutions at the
point of care. "This patient-focused approach helps our clients
understand the full impact of their campaigns, and expands beyond Rx
implications to measure campaigns more broadly, from an OTC and CPG
To learn more about Crossix POC Impact TM, go directly to http://crossix.com/crossix-poc-impact.
In related news, Crossix has been named the first Affiliate Member of
the Point of Care Communication Council (PoC3) founded
earlier this year. The Council represents healthcare media and
information service companies at the point-of-care, including physician
office, hospital and pharmacy venues and with members that include
industry leaders AccentHealth, PatientPoint, ContextMedia and WebMD,
among others. More information at http://poc3.org.
About Crossix Solutions
As the only company founded and focused on a consumer-centric healthcare
analytics approach, Crossix is the industry standard by which Top 10
Pharma companies and leading agencies & publishers plan, measure and
optimize consumer marketing initiatives. Crossix offers the most
complete cross-channel solutions, helping marketers by correlating
campaign exposure to increased sales. Crossix quickly analyzes data,
offers forward-looking strategic guidance, and follows through with
recommendations to optimize. Leveraging trends in "Big Data," and by
partnering with some of the most respected names in the industry,
Crossix helps marketers get marketing messages to the desired audience.
The Crossix patented methodology incorporates best-in-class privacy
safeguards far exceeding HIPAA regulations. Founded in 2004, Crossix is
headquartered in New York City. For more, visit www.crossix.com.
© 2013 Crossix Solutions Inc. All rights reserved. Crossix and the
Crossix logo are trademarks of Crossix Solutions Inc.
All other trademarks appearing in this Press Release are the property of
their respective owners and no association, affiliation, sponsorship or
endorsement by those owners is either intended or implied.
Lisa Barbadora, 610-420-3413