Sarah Caldwell Sarah Caldwell

Sarah Caldwell is General Manager, Crossix Analytics at Veeva. Sarah is responsible for Crossix measurement and optimization and audience targeting solutions at Veeva Systems. Crossix leverages connected health data to help life sciences more effectively activate, measure, and optimize their marketing investments. Sarah joined Crossix in 2007 and has consulted with pharmaceutical brands across various therapeutic areas and business situations, including launch and loss of exclusivity.

The Ins and Outs of Campaign Optimizations

What determines whether a life sciences advertising campaign is successful? This is a question ...

The Future of HCP Engagement is Digital

Reaching and engaging healthcare professionals (HCPs) used to be straightforward. Pharmaceutical field forces called ...

TV is Getting a Measurement Makeover

Direct-to-consumer (DTC) marketing strategies have evolved over the past decade due to the rise ...

Small Conditions, Big Impact

Since I began working in marketing analytics more than 15 years ago, the industry ...

Why Refills Matter

Pharma companies can all acknowledge the importance of driving better patient adherence to improve ...

Let’s Be Transparent About Consumer Privacy

Effective communication is an essential part of healthcare. More informed consumers are better prepared ...

The Power of TV in Pharma

Television continues to dominate pharmaceutical marketing, accounting for more than 70% of DTC spend. ...