Tech company, 4INFO, recently announced a partnership with Crossix, the healthcare marketing analytics provider. Together, the companies will be matching Crossix data to over 300m devices in 100m US homes to enable pharma marketers to identify and engage with relevant consumers on mobile devices.
4Info partners with Crossix
Pharma marketing has been somewhat problematic due to HIPAA privacy rules which prohibit the use of personal health data for advertising purposes. Crossix has provided a solution to this challenge by creating a predictive data model that combines Rx, OTC as well as medical data with consumer data, which is based on location, demographics as well as lifestyle factors. Combined, this data can determine if a consumer is likely to perform a certain health behaviour, including treatment for a condition or purchasing a drug brand. This offers health marketers a way to identify mobile audiences with a likelihood to perform such health behaviours, without using an individual’s actual health data or breaching privacy rules.
Ken Mallon, Chief product officer, 4INFO, says:
“4INFO’s partnership with Crossix gives healthcare marketers the vertical expertise they need to deliver reach, accuracy and measurable return on ad spend in a privacy-protected manner. This partnership allows them to accomplish that on the fastest growing media, mobile.”
The solution does provide measurement tools based on actual lift in direct-to-consumer driven sales. The data-driven direct link partnership between 4INFO and Crossix also provides accurate targeting options. 4INFO’s multi-clustering method links devices with locations as a match key, based on seeing devices over various days and times. Compared to other platforms, this provides double the average relevant audience reach. Additionally, advertisers can measure and optimise campaigns based on actual incremental lift in sales.
Dan Stein, SVP, product strategy, Crossix, adds:
“Despite its potential and reach, mobile remains a relatively untapped channel for pharma marketers. The exciting solutions we’ve developed with 4INFO give marketers more confidence than ever before that their relevant audiences can be reached efficiently through mobile with targeted scale, and the true impact of their campaigns can be understood through the most meaningful metrics.”