Geo-Medical HIPAA Compliant Audience Targeting
Post on 19-Nov-2014
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Medicx Media Solutions provides consumer health information and technology-driven data solutions for leading OTC, Pharma, and CPG health brand
advertisers to increase the effectiveness of customer acquisition, retention and branding programs across online and traditional marketing channels.
Geo-Medical Targeted Consumer Advertising
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Hyper-Local Targeting
Medicx maintains the largest HIPAA compliant claims database used to identify specific Zip+4 geographic areas that have well above average propensity or
prevalence to align to a certain set of diseases and health related characteristics.
Our goal is to minimize waste and enable delivery of highly targeted hyper-local audiences that perform for our clients online
and offline campaigns.
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Effectiveness of Targeting Zip+4
Top 3% of Zip+4's Top 3% of Zip Codes0%
5%
10%
15%
20%
25%
30%
35%
40%
45% 41%
16%
Allergy Prevalence
Using the power of automated predictive modeling and HIPAA-certified Zip+4 aggregated health insurance claims and self-reported medical survey data, Medicx
connects you to the highest prevalence areas.
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Databases Available
mScores™ Zip+4 Aggregated Health Claims Data De-Identified & HIPAA Certified
mScores Plus™ Self-Reported Health and Lifestyle Surveys Opt-in/Permission only
mScores Enhanced™ Zip+4 Aggregated Registration & Operational Data Zip+4 JAVA Script Codes (Cookies) Zip+4 IP Address
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mScores™
Zip+4 Aggregated Health Claims Data The only HIPAA certified, privacy safe Geo-Medical TargetingTM &
consumer health analytics database derived from U.S. medical and prescription insurance claims.
Over 3 billion+ medical and prescription claims Hyper-locate high prevalence medical conditions, brand and
generic treatments, health behaviors, insurance coverage and wellness interests and more
At no time does mScores maintain, store or have access to any personally identifiable information or personal health information (PII or PHI) that can be directly linked to an individual
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mScores Plus™
Zip+4 Aggregated Survey Responder Data Over 20 million self-reported surveys, aggregating medical
ailment and treatment data. Can also be used at individual responder level for direct
marketing campaigns…email, postal, data appends Collected from subscriber (Opt-In) completed general
lifestyle surveys add audience scale extend reach into CPG & OTC
– health related conditions – OTC brands– CPG health foods, etc– Fitness, diet supplements, etc
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mScores Enhanced™
Zip+4 Aggregated Registration and Operational Data Collected from Opt-in subscribers who complete a lifestyle
survey and from profits and not-for-profits who license their registration data to third parties
200 million online opt in registrants Medicx only licenses the link between registrant cookie or
IP address & Zip+4
At no time does mScores Enhanced maintain, store or have access to any personally identifiable information or personal health information (PII or PHI) that can be directly
linked to an individual
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Create More Efficient Media Buys
Accessing our data allows the brand to drill down to Zip+4’s to identify prospective patient audiences and be more efficient with their media buys
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Geo-Medical Targeting Connects to Your Target Consumer
Highest Prevalence Hyper-local Target Areas Medical or health condition & treatment specific user
segments Audiences aggregated by zip+4 scored segments
– Interwoven and modeled
Consumption Patterns & Related Health Attributes Medication compliance Co-morbidities Insurance coverage
Co-pay tiers
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Our Data Applications
Build Audience Centric Targets Inform media plans (pre-planning) Targeted Direct Marketing
Email Direct Mail Targeted inserts (newspapers and magazines)
Online Display Ad and Broadband Video Targeting Medicx partners with a number of ad networks, online publishers and
exchanges that have integrated the data into their cookie targeting platforms
The database platform has been installed or has equipped the top networks, exchanges and publishers
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In discussions
In discussions
Analytical Solutions
ActuatoRx™ Matchback Analysis & ROI Measurement Transforms anonymous online user information by linking to their registration
information from previous opt-in Integrates 200 million plus CAN-SPAM compliant email addresses & over 110
million household names & postal addresses Enables comprehensive ROI Measurement with pre and post test analyses for
display ad or broadband video campaigns Links to offline prescription sales databases
Analyze Rx sales lift for measured ROI via Medicx partner
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Summary: GeoMedical Targeting Minimizes Waste and Improves ROI
Hyper-Local Targeting in High Prevalence or Treatment Areas
Zip+4 targeting pinpoints the highest prevalence and consumption areas for diagnosed sufferers and treatments.
Privacy protected and HIPAA certified
Delivers more relevant audiences with evidence of higher likelihood to respond to your offers and deliver improved ROI
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*
*Mailer Mailer Email Marketing Metrics Report 2009
Open Rates using Medicx Data
Click Thru Rates using Medicx Data
18.28* 6.31%
OPEN RATESCLICK RATES*
PERFORMANCE
Brands Working With mScores
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APPENDIX
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Zip+4 Claims De-Identification Process – Patent Pending
DE-IDENTIFIED Consumer Household
Database
Unique ID Replaces:Last NameFirst Name
DOB GenderAddress
Zip+4 is retained
DE-IDENTIFIED Healthcare Claims Database
Unique ID Replaces:Last NameFirst Name
DOBGenderAddress Z
Zip+4Claims
Database
Pharmacy ClaimsPhysician ClaimsHospital Claims
Irreversible Removal of all PIIHIPAA Certified
Proprietary De-IdentificationTechnology
Common data de-identification of Consumer Database PII protects Consumer privacy and allows Zip+4 append & linkage to Health data
Consumer DatabaseHealth Data Repository
Third Party Data Integrator
Match & LinkHealthcare Data to Zip+4 to output file
HIPAA Certified
Non-PIIHealth Data Repository
HIPAA Certified
Automatic Predictive Modeling Engine& Zip+4 Scoring
Health Data Provider
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ROI Measurement Via Closed Loop Technology
An "outside in” measurement approach by collecting data from the edge of the Internet (anonymous opt-in co-reg data
gathered from interactions with users) to map online addresses to postal data and
anonymous prescription claims data
Rx lift for Test and
Control Group by Rx and
Patients in a Pre/Post test measurementCONVERSIONS
A prospect who views an ad and doesn't interact with it or “clicks” then abandons may still take some action and may likely seek out the advertiser through search or conclude a sales
transaction in a Pharmacy. By measuring the ”pre and post-impression actions" the influence on Rx fulfillment, patient starts and share lift can be quantified and an ROI determined.
CLICKS
EXPOSURES
180+ MillionWeb Site
registration with Online Addresses Linked to
Zip+4
Offline De-identified
Rx Transactional
Database
Rx ROI Measurement
mScores TargetDATA
MANIPULATIONCleanseMatch
De-identifyIntegrateAppend
In
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Tactical Applications Field Force & Physicians
Target consumers within a radius of high decile prescriber geo’s (or sales territories), or low Brand Z share areas to drive consumer awareness, physician interactions, voucher redemptions, and adoption
Target practitioners online across Internet by specialty, group practice, decile prescriber rankings
Managed Care Target consumers within a radius of high Brand X share plans with high copays, low Brand Z share
plans with low copays, or by co-pay tier and formulary status to drive consumer awareness, physician interactions, voucher redemptions, and adoption
Insurance Coverage Target un/under insured with free trial and/or co-pay offset vouchers and patient assistance programs
Medication Compliance Target consumers that are “average compliers” of drugs as they will be your most cost-efficient
responders to compliance and persistency related efforts Co-morbidities
Target conditions that are risk factors or known drivers of your target diagnosis
Seasonality Example: Higher incidence of target diagnosis during certain times of the year
National Awareness Events Examples: Healthy Lung Month (October), Respiratory Care Week (Oct. 25-31), Great American Smoke
out (November 19)
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