NEW YORK — Crossix Solutions on Tuesday introduced its latest analytics innovation, Crossix POC Impact, which enables marketers to go beyond prescriber data and capture patient impact for a true representation of campaign effectiveness for the point-of-care marketing channel.
"POC campaigns have the power to influence patient conversion and adherence, which makes accurate measurement crucial," said Asaf Evenhaim, CEO Crossix. "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 and over-the-counter medications, at both the individual and household level; specific tactics within POC programs, such as in-office TV, wallboards, patient brochures and co-pay offer distribution; impact of campaigns in concert with non-POC initiatives; and performance of pharmacy marketing programs.
"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, a point-of-care TV network. "With the Crossix methodology, a campaign¹s impact can be measured versus other POC tactics and relative to other direct-to-consumer channels."
"Traditional measurement approaches have undervalued the true impact of the POC channel," said Tom McGuinness, co-chair of PoC3 and CEO of PatientPoint, a 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 perspective."
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. More than a dozen marketing agencies and pharmaceutical companies have captured revealing campaign analytics with the new solution, Crossix noted.