HEALTH

Crossix Solutions offers new analytics tool to measure success of point-of-care campaigns

BY Michael Johnsen

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. 

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FDA issues safety communication regarding HeartStart automated external defibrillators

BY Michael Johnsen

SILVER SPRING, Md. — The Food and Drug Administration on Tuesday issued a safety communication on HeartStart automated external defibrillators from Philips Healthcare, noting that certain HeartStart AED devices may be unable to deliver needed defibrillator shock in a cardiac emergency situation.

The safety communication includes recommendations to better inspect and monitor the readiness of these devices, as well as steps to follow if someone must use a recalled device in an emergency situation.

“The FDA advises keeping all recalled HeartStart AEDs in service until you obtain a replacement from Philips Healthcare or another AED manufacturer, even if the device indicates it has detected an error during a self-test,” stated Steve Silverman, director of the Office of Compliance in the FDA’s Center for Devices and Radiological Health. “Despite current manufacturing and performance problems, the FDA considers the benefits of attempting to use an AED in a cardiac arrest emergency greater than the risk of not attempting to use the defibrillator.”

These devices were manufactured and distributed between 2005 and 2012 under the names HeartStart FRx, HeartStart HS1 Home and HeartStart HS1 OnSite. Users, who may include consumers and first responders, should contact Philips Healthcare for a replacement AED unit.

In September 2012, Philips Healthcare initiated the recall of HeartStart FRx, HeartStart HS1 Home and HeartStart HS1 OnSite AEDs due to the failure of an internal electrical component. The recall affected approximately 700,000 devices. In a Medical Device Safety Notice dated November 19, 2013, Philips provided consumers with updated information about the failure of an internal electrical component that could cause the AEDs to fail to deliver a shock. 

In March 2013, the FDA issued a proposed order that if finalized would require manufacturers of AEDs and accessories to submit premarket approval applications that focus specifically on the critical requirements necessary to assure AEDs are safe and effective.

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Innovative BioDefense inks deal with Picketts Health to distribute Zylast antimicrobial product globally

BY Michael Johnsen

LAKE FOREST, Calif. — Innovative BioDefense, manufacturer of the Zylast line of broad-spectrum, persistent antimicrobial products, on Tuesday announced an exclusive relationship with Australian-based Picketts Health to provide a modification of their proprietary lotion and antiseptic sanitizer for use in Picketts Health’s patented Orbel hand sanitizer applicator.  

“We are pleased Picketts Health has taken an important step towards solving the issue of compliance with the introduction of the Orbel,” stated Colette Cozean, Innovative BioDefense CEO. “Their choice in bringing Zylast in as the formulary shows their commitment to providing the premier antimicrobial solution.”  

The first markets Picketts Health plans to target are the United Kingdom, South Africa, Australia and China.  Zylast is protected by trademarks and patents pending in many countries worldwide.

The Orbel was designed to increase hand-hygiene compliance and help prevent the spread of bacteria, viruses and infections. Portable, with single-handed activation of a regulated dose, the Orbel’s multi-directional balls evenly facilitate distribution to all parts of the hands for increased protection.

Zylast has shown to kill 99.99% of most disease-causing germs in 15 seconds and is persistent for six hours, the company stated. 

 

 

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