Crossix Launches DIFA HCP™ to Enable Enhanced Measurement Across the Full HCP Digital Media Landscape

Innovative solution extends beyond traditional approaches to empower
marketers to validate the impact of digital healthcare professional

NEW YORK–(BUSINESS WIRE)–#data–Crossix announced today that it has expanded its DIFA™ measurement
platform to encompass healthcare professional (HCP) digital campaigns in
addition to direct-to-consumer, site, and search campaigns. Healthcare
brands and agencies can now measure and validate that their display,
mobile, and video campaigns are reaching their target HCPs and driving

“Crossix’s DIFA platform has played an instrumental role in helping us
improve optimization of our clients’ consumer digital campaigns for
maximum return,” said Jacob Lustig, Vice President, Media Platforms and
Attribution at Klick Health. “We can now evaluate non-endemic
programmatic media programs and reach HCPs across multiple devices—even
when HCP-level reporting is not provided by the publisher—while adhering
to our guiding principles of media accountability, media impact, and

Leading healthcare marketers have depended on DIFA for over 4 years,
leveraging its data to optimize over 100 campaigns and more than 25
billion media impressions. Previously, marketers could only rely on
self-reported exposure data from HCP publishers. With the extension of
programmatic buying to HCPs, clients can now collect exposure data for
all partners on the media plans. Powered by the Crossix HCP Match Graph,
DIFA HCP is designed to complement and enhance existing HCP analyses,
offering detailed insights across digital channels for the full exposed
audience. Additionally, marketers can also connect HCP data with DIFA
consumer media analytics for a more complete picture of their overall
digital marketing initiatives.

DIFA HCP provides brands and agencies with non-biased verification of
how their HCP campaigns are performing across the full digital
landscape. DIFA HCP verifies whether each media source within a campaign
is reaching professionals on an advertiser’s target list and evaluates
the overall ROI for each campaign, based on connecting HCP exposure to
their patients’ treatment behavior.

“Crossix is all about developing solutions that push the industry
forward, and with DIFA HCP, we are doing just that,” said Dan Stein,
Senior Vice President of Analytics Services & Product Strategy at
Crossix. “Used as a supplement to existing publisher analyses, DIFA HCP
offers marketers independent, third-party verification that their
campaigns are reaching the intended target and driving meaningful impact
across traditional and emerging media options.”

While other companies measure a portion of the many professional devices
an HCP uses, Crossix captures more types of data to deliver a
comprehensive view of the HCPs reached, as well as the profile and
actions taken by those HCPs’ patients. In addition, DIFA HCP:

  • Provides more timely reporting through a best-in-class, cloud-based,
    interactive dashboard
  • Measures campaigns at the device, publisher, and ad placement group
  • Allows brands to overlay personal and non-personal promotion

For more information, please visit

About Crossix Solutions

Crossix empowers healthcare companies and companies that care about
health to plan, measure and optimize their marketing and communication
initiatives. Fueled by its Distributed Data Network (DDN) technology and
the industry’s most comprehensive set of health and non-health data,
which encompasses more than 250 million U.S. consumers, Crossix
analytics inform strategic decisions, maximize business results, and
drive improved patient outcomes. Crossix connects Rx, OTC, CPG,
clinical, medical claims, hospital, consumer and media data with
best-in-class privacy safeguards far exceeding HIPAA requirements.
Through an unrivaled commitment to innovation and its
first-of-their-kind partnerships, Crossix offers an expansive suite of
audience and media optimization solutions across programmatic
advertising, addressable TV, mobile marketing, search, Point of Care,
and beyond. Founded in 2004, Crossix is headquartered in New York City.
For more information, visit


Crossix Solutions
Sarah Czarnowski, 212-776-9404