Medicx Powers HIPAA
September 13, 20220 min read

Medicx powers HIPAA-compliant CTV campaigns, doubling patient reach

9.3X

+ Increase in monthly spend while ROAS positive

2.1X

+ Increase in accuracy of audience quality

40%

+ Decrease in cost per diagnosed user

The Challenge

Reaching specific audiences while respecting privacy regulations

Medicx provides measurable audience segmentation and targeting data to pharmaceutical companies, allowing them to reach both patients and healthcare providers (HCPs) across channels along the customer journey. The ultimate result is a more efficient way of spending marketing budgets, superior audience quality.

The Solution

A new standard in medical advertising

Medicx turned to Madhive to leverage their own data segments and run highly-targeted—yet industry-compliant—CTV campaigns for their life science clients. 

Data-agnostic CTV platform

Medicx’s patented “Micro Neighborhood Targeting" targets patients and providers in a HIPAA-compliant environment. 

The Micro Neighborhood Targeting is built from anonymized patient data—consisting of medical and pharmaceutical prescription claims, and supplemented by the company database of over 200 consumer attributes (demographics, lifestyle, psychographics, and media preferences).

Madhive’s data-agnostic approach made it easy for Medicx to run CTV campaigns on behalf of their clients with their in-house proprietary data sets.

Translating audiences to OTT/CTV

Madhive created a new OTT offering that combined Medicx’s medical targeting expertise with the Madhive platform’s ability to reach OTT audiences.They were able to unify audience planning, campaign forecasting, execution, and measurement, enabling brand managers to reach patients efficiently. By working with Madhive, Medicx was able to provide clients a more effective closed-loop campaign. 

Hyper-local at scale

Medicx clients are able to locate and engage hyper-local areas with the highest patient- and healthcare-professional-prevalence across multiple platforms and channels. In a nutshell, Medicx has a vast repository of Medical Diagnosis (Dx) and Pharmacy (Rx) claims, but targeting a household or specific address with this data would not be HIPAA compliant so they profile hyper local areas (up to a ZIP9) and target those select geographic areas. By doing so, the benefits were a more efficient way of spending marketing budgets, superior audience quality, and measurable Rx lift.

Improved Transparency and Impact

Madhive’s granular reporting on audience metrics and campaign performance allowed Medicx to link exposures back to Rx sales in a privacy- and HIPAA-compliant manner. In partnership with Madhive, Medicx was able to provide clients with immediate and meaningful ways to improve campaigns while realizing faster time to value for future marketing investments.

The Results

Doubled patient reach—and exceeded regulatory requirements

This partnership marked a paradigm shift in an industry looking for innovative solutions to exceed industry-wide regulatory requirements and HIPAA compliance standards. Madhive’s granular precision and Medicx’s compliant data laid the groundwork for the future of medical and pharma marketing.  

We announced our partnership with Medicx in January 2022. Since then, Medicx has accomplished a:

  • 9.3x Increase in monthly spend while ROAS positive

  • 2.1x Increase in accuracy of audience quality

  • 40% Decrease in cost per diagnosed user