Veeva Systems’ Veeva Crossix Prime Segments
Reaching Relevant Audiences with Treatment Information
With the recent influx of rare disease therapies, brands can no longer use traditional, broad-reach campaigns to reach the right target audience. Biopharma marketers are challenged to reach precise patient populations.
Veeva Crossix Prime Segments launched in 2023 to help life sciences brands reach more highly qualified health audiences. Segments are custom-built for each brand’s audience specifications and may be activated across all major digital publishers, social media channels, targeted TV, and programmatic platforms.
This type of targeted reach has a positive impact on patients and their paths to treatment. For example, an oncology brand indicated for late-stage cancer patients set out to increase conversions for a new cancer therapy. Using Veeva Crossix Prime Segments, they reached an audience 29 times more likely to be diagnosed with late-stage cancer, compared to the general population. The results demonstrated a high level of precision to find the right patients for the right treatments in a way that had not been possible with traditional broad-reach advertising tactics.
In just six months, Veeva Crossix Prime Segments have helped nine of the top 20 biopharma companies and over 125 brands reach precise patient audiences. Across these brand campaigns, Veeva Crossix Prime Segments have reached consumers that are on average 10 times more qualified than those reached by scale segments.
With data privacy embedded at its core, patented Veeva Crossix SafeMine technology ensures that Veeva Crossix Prime Segments protect patient privacy and are compliant with all applicable laws and regulations. Additionally, Veeva Crossix Prime Segments provide a cost-effective way of targeting a specific audience without a lot of wasted spend on broad-reach advertising.
