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Crossix Launches DIFA HCP Site™ to Provide a More Comprehensive View of HCP Website Visitors

Crossix announced today that it has expanded its market-leading DIFA™ digital optimization and measurement platform to encompass healthcare professional (HCP) website analytics. Healthcare brands and agencies can now measure and have a deeper understanding of the quality of the audience visiting HCP sites and the impact on health outcomes, connecting patient treatment behavior back to HCP actions on the website.

“With many professional websites offering open access, it historically has been difficult for brands to determine exactly who is visiting their HCP websites. Our clients demand a smarter measurement strategy that enables ongoing website and campaign optimizations,” said Ira Haimowitz, PhD, VP, Product Strategy at Crossix Solutions. “With DIFA HCP Site, marketers are able to get a quantifiable view of audience quality by tying site metrics to the medical history of the patients these HCPs are treating, including previous diagnosis and treatment history.”

Fully integrated within the DIFA measurement platform, DIFA HCP Site is designed to complement existing web analytics solutions by answering key questions that require linking anonymous visitation information to actual healthcare data:

  • Who is visiting my website? Are they consumers or HCPs?
  • How do the HCPs on my target list engage with the content on my website?
  • Are the visiting HCPs treating patients that are eligible for my brand?
  • How does visiting my website influence treatment decisions?

“Crossix has been instrumental in helping us support our clients with the innovative technology of their DIFA platform,” said Sonya Svaty, VP, Media Strategy at Klick Health. “We are excited they have extended their proven expertise to HCP website analytics and look forward to continuing our partnership with DIFA HCP Site.”

“We are always looking for deeper metrics that allow us to optimize our marketing and site development,” said Erin Hutson, Digital Media Strategist at Butler/Till. “DIFA HCP Site not only allows us to answer those questions on a single platform, the data is updated monthly allowing us to adjust our promotional plans.”

The launch of DIFA HCP Site is one of many major enhancements Crossix has made to DIFA, the best-in-class health advertising optimization and measurement platform. The DIFA suite of products now includes DIFA for display, video and mobile, DIFA Site, DIFA HCP and DIFA HCP Site. DIFA has been used by agencies and brands to measure and optimize more than 300 health campaigns and websites and over 10 billion display, video and mobile media impressions to date.

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About Crossix Solutions

Crossix empowers healthcare companies and companies that care about health to plan, measure and optimize their marketing and communication initiatives. Fueled by its Distributed Data Network (DDN) technology and the industry’s most comprehensive set of health and non-health data, which encompasses more than 250 million U.S. consumers, Crossix analytics inform strategic decisions, maximize business results and drive improved patient outcomes. Crossix connects Rx, OTC, CPG, clinical, medical claims, hospital, consumer and media data with best-in-class privacy safeguards far exceeding HIPAA requirements. Through an unrivaled commitment to innovation and its first-of-their-kind partnerships, Crossix offers an expansive suite of audience and media optimization solutions across programmatic advertising, addressable TV, mobile marketing, search, point-of-care and beyond. Founded in 2004, Crossix is headquartered in New York City. For more information, visit

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Last Updated: 24-Oct-2018