Data Vendor

DTC (Direct-to-consumer) Methodology

HCP (Healthcare Professionals) Methodology

Crossix

Crossix leverages various health data sets (Rx transactions, medical claims transactions, electronic health record data) to define the target population of a given segment (eg Treats with Brand X). Crossix then identifies a set of Acxiom consumer attributes most predictive of this group. These attributes are then used to score the U.S. population into deciles, where decile 1 are those most likely to meet the target health criteria, decile 2 next most likely, and so on. LiveRamp then matches the population of each decile to digital identities, and the high-scoring deciles are pushed to digital activation partners for targeting. At no point is any actual patient data used to target. Audiences are targeted only based on their likelihood to meet the target health criteria; a likelihood derived from the set of consumer attributes the modeling methodology identifies as being predictive of the target health criteria. Crossix DTC segments are prebuilt syndicated audiences unless the advertiser has worked directly with Crossix to create custom brand segments.
Segments_DTC_Product_Sheet.pdf

The Crossix-Acxiom HCP Match Graph merges the HCP's many identities (work, home, married, etc.) into one profile and connects it with their digital identity (device usage, site activity, etc.). By linking HCP's professional and consumer identity, marketers can enhance their ability to reach HCP's across all digital media platforms and devices - not just HCP-publishers. Crossix HCP matches are powered by unique Crossix health and non-health data assets and goes beyond the devices that HCPs have used to view endemic content. Crossix uses NPI (National Provider Identifier) as the anchor for their HCP segments. An NPI is a unique 10-digit identification number issued to health care providers in the United States by the Centers for Medicare and Medicaid Services and is used by other payers, including commercial healthcare issuers.
Product_Sheet_Crossix-Segments_HCP.pdf

Swoop

Swoop leverages two main data assets (health claims and demographic data) and then leverages machine learning and artificial intelligence to build out ideal patient segments. Swoop starts the process with zero health information. Swoop then starts to process and matches results to the measurement definition. They do this thousands of times until they have all targetable patients in their segments so they do not have to exclude the seed list, which guarantees the highest audience quality (AQ) possible. All Swoop segments are custom built - there are no "syndicated segments" that are off-the-shelf which ensures they are using the latest claims data.
Swoop_DTC_Overview.pdf

Swoop has access to over 1.6M verified HCP houesholds and affiliated devices. They understand HCP preferences by uncovering content consumption patterns and creatives they are most likely to engage with. Swoop custom HCP audiences have a 70% match rate. Swoop also offers Veraspec, their product that looks at what physicians do rather than declare, and influencer, which targets physicians likely to influence other physicians.Swoop_HCP_March_2023.pptx

IQVIA

IQVIA audiences are probabilistic inferred weighted models built with machine learning techniques to predict which consumer demographic attributes will most likely correlate with a greater than national average propensity to have a certain condition or use a certain type of treatment. Models are trained with non-identified consumer and health data sets (Rx, OTC, Dx). Health data sets are used for validation of the machine learning iterative process. The predictive algorithm correlates consumer attributes with health outcome during development on non-identified data. The final algorithm contains only weighted consumer demographic attributes. It contains no person level data of any kind. It can then be applied as a formula to score groups (audience sizes are based on the nation targetable adult population ranging from 5% to 40%) of U.S. adult consumers who share similar profiles as potential consumers with health conditions of interest. That is, they are predicted to "look like" adults who may be more likely to have the condition.
IQVIA_Tailored_Audiences_Overview.pdf
IQVIA_Reach_Potential_Patients_Fact_Sheet.pdf

IQVIA has many offerings. A few of them are listed below and more can be viewed in their product sheets.

1. OTC (Over the counter) Product Recommendation Behavior
IQVIA has OTC non-Rx product/categories that HCPs are recommending. The IQVIA brand supporting this data segmentation is 'ProVoice'. ProVoice leverages panels of tens of thousands of HCPs that complete extensive surveys multiple times per year on what OTC brands HCPs are recommending. The survey yields information across 150+ OTC, nutritional, and medical device categories. The responses are then modeled based on additional demographic and clinical claims data to create the final OTC audience segment. HCPs represented in the data include Physicians, NP/PAs, dentists, hygienists, optometrists, and pharmacists.

2. Full Care Team (FCT)
Full Care Team audiences leverage IQVIA's OneKey Professional Reference data and Clinical Behavior (Rx/Dx) data sets and represent all Healthcare Professionals that are associated to the diagnosis, prescribing, and ongoing treatment of patients with identified conditions. The Healthcare Professionals can include Physicians, NP's, PA's, RN's, and other Professional/Specialists that are directly associated to the condition using medical claims data.

3. Organizational Affiliates by IDN, Health System, Hospital Practice, and other sites of care
This product is called OneKey and associates an HCP NPI number to the organization(s) that individual HCP is affiliated with as well as the association of other allied and Hospital Professionals. OneKey aggregates data from hundreds of sources including claims data. Data is validated for primary employment location (i.e., medical practice, hospital, etc.) of the HCP. That primary organization is then associated to the HCO (health organization) that may own or operate the primary location and then further up the organization chain, such as IDN (integrated delivery network) that may own the HCO. Starting at the IDN level, all organizations including medical practice, clinics, hospitals, etc. can be associated to individuals and each other.

4. Sites of Care
OneKey includes data on sites of care from inpatient and outpatient. HCPs can be idented as affiliated with particular site types such as rehabilitation hospital, imagining centers, outpatient clinics, and medical spas.
External_IQVIA_Advanced_HCP_Audience_Overview.pdf
IQVIA_DigitalMediaSolutions_AdvancedAudiences_7-22.pdf
MedData_Group_Data_Sources_information_Overview_November_2020.pdf

Ad Server/Data Vendor

Crossix

Swoop

IQVIA

Triton (streaming/podcasts)

Yes

Yes

Yes

GAM (video/display)

Yes

Yes

Yes

Xandr (iHeart Audience Network)

Yes, some limitations on restricted categories.

Yes

Yes, confirm with IQVIA on any changes due to consumer health laws.

Data Vendor

DTC

HCP

Crossix

$1.50 or $2.50 CPM data cost

$4.50 for new Prime segments

$35 CPM data cost

Swoop

$5 CPM data cost

$25 CPM data cost

(confirm with Swoop)

IQVIA

$2.75 CPM data cost

$25 or $35 CPM data cost