To further demonstrate the evolution of healthcare marketing driven by data, PulsePoint has introduced the Crossix Programmatic Optimizer, which is now native to its LIFE platform. This innovative solution will enable drug companies to effectively optimize their DTC marketing budgets by leveraging data-driven and AI-powered insight.
The News: Turning Measurement into Action
The Crossix Programmatic Optimizer expands upon the features that make Veeva Crossix a highly respected measurement platform in the space of healthcare advertising. Historically, Crossix has been leveraged to measure campaign effectiveness through connecting ad impressions with health outcomes. This time, with the Crossix Programmatic Optimizer from PulsePoint, we see an evolution of that practice, allowing advertisers to optimize their campaigns through real-time insights.
This is achieved through a technology that allows reallocating budgets from underperforming to high-performing audiences on the basis of Crossix metrics such as Audience Quality. The optimization process takes place in real time, eliminating the need for any post-campaign analysis to improve results.
PulsePoint’s unique Adaptive Optimization™ technology then adds to this mix by optimizing ad delivery in favor of audience segments expected to perform better.
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Solving a Major Industry Pain Point
The main problem associated with programmatic marketing and advertising is waste of money. Advertisers continue using superficial indicators like click-through rate or number of impressions even though they might not have anything to do with the desired business result.
A new approach offered by PulsePoint is meant to solve this problem by moving away from superficial metrics and using outcome-based metrics grounded in the real life healthcare data. Allocating more funds for more relevant audience will allow for optimization of spending and increased ROAS.
It’s especially important in the pharmaceutical industry where the issues of compliance and precision targeting are of utmost importance. Moving budgets in the right direction based on true KPIs is a new trend worth following.
Implications for the Advertising and Marketing Industry
The launch of the Crossix Programmatic Optimizer reflects broader changes sweeping across the advertising and marketing landscape:
From Reporting to Continuous Optimization
Marketing platforms are transforming from being mere reporting devices into powerful decision-making machines. In doing so, the need for manual tweaking of campaigns will decrease while at the same time increasing continuous optimization opportunities which will fundamentally change media buying practices.
Outcome-Based Marketing Will Become Industry Standard
As solutions such as Crossix begin to link media impressions with business results, advertisers are going to be expected to account for the results of their marketing efforts and not just impressions received.
Artificial Intelligence to Drive Media Buying Efforts
Artificial intelligence is moving from being an assisting function to a critical element of the entire process. Budget management based on artificial intelligence predictions seems inevitable for programmatic advertising platforms in the coming future.
Increased Need for Transparency
In view of the current concern regarding advertising dollars spent, platforms that clearly demonstrate optimization rationales will enjoy greater competitive advantage. The transparency focus by PulsePoint is indicative of the trend.
Broader Business Impact
For businesses operating in advertising-heavy industries, the implications are far-reaching:
- Better ROI: With automated optimization, budget allocation is always optimized based on best-performing sections, avoiding wastage and ensuring improved ROI.
- Fast Decision-Making: Instant insights help avoid delays caused by the time required for analysis before taking action.
- Better Audience Targeting: Using real-world information helps in reaching the right audience, especially important for industries like healthcare.
- Efficiency in Operations: Automation reduces unnecessary workload on marketing professionals.
Beyond healthcare, these capabilities could influence other sectors such as retail, finance, and insurance—industries where outcome-based marketing and data accuracy are equally critical.
The Bigger Trend: Convergence of Data, AI, and Activation
The recent development of PulsePoint is a good example of the general direction taken by martech companies, whereby measuring, analyzing, and executing marketing activities are being combined into one integrated platform. Traditionally, the three processes have been distinct from one another, with measuring providing insights for execution through other platforms.
Today, this distinction is becoming less relevant, as all three processes can now be incorporated within one platform, which allows for more efficient operations and a comprehensive approach to marketing activities.
Conclusion
The launch of the Crossix Programmatic Optimizer is indeed significant to the progress of the field of programmatic advertising since through it, data is turned into optimization on time. This serves as a response to the problem of inefficiencies in media that has been experienced for some time in the industry.
The main takeaway for marketers is that there needs to be a shift toward adopting an automated process that results in something concrete. Artificial intelligence and data will prove to be helpful tools in making companies more competitive in today’s business world.