Firms in Healthcare Targeting Partnership

In the US, mobile ad targeting specialist 4INFO has partnered with pharma audience and campaign insights firm Crossix to help healthcare marketers identify and engage with relevant consumers on their mobile devices.

Crossix has developed predictive data models that combine Rx, OTC and medical data with consumer data, based on demographics, geography and lifestyle factors. The results can be used to determine the consumer variables most closely correlated with specific health behavior, such as treating with a specific drug brand. This is then applied to a given online and/or mobile audience, to target appropriate individuals.

4INFO uses a patented multi-clustering method to link devices and people using home address as a match, based on seeing devices over multiple days and times. The partnership will combine this with Crossix data, allowing pharma marketers to measure and optimize campaigns based on actual incremental lift in DTC (direct to consumer) generated revenue.

Dan Stein, Crossix SVP, Product Strategy, comments: 'Despite its potential and reach, mobile remains a relatively untapped channel for pharma marketers. The 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'.

Web sites: www.4info.com and www.crossix.com .