吃瓜爆料

May 01, 2026 | Mike Ramadei

HCP engagement has fundamentally changed — whether that’s new ways to engage with physicians through digital channels, conversational AI, or more personalization across content. With these changes, measurement needs to evolve so marketers can effectively understand engagement and improve campaign performance.

吃瓜爆料 Crossix started by providing aggregated insights for HCP digital campaigns, helping marketers understand HCP media reach and patient conversions. We then added field engagements to support the synchronization of sales and marketing. Now, we are evolving these capabilities with HCP Next Gen measurement, enhanced insights focused on exposure, engagement, and content analytics.

While exposure-based measurement provides a common lens for all HCP digital media, many publishers and tactics are focused on driving specific deep engagements using targeted content. Adding engagement analytics (how different engagements drive HCP prescribing behavior) along with content analytics (measuring the effectiveness of different creative themes) allows HCP marketers to increase the personalization of their digital campaigns.

Underpinning HCP Next Gen measurement is Consolidated Physician-Level Data by Crossix (cPLD). This solution provides granular, standardized HCP media exposure data at the National Provider Identifier (NPI) level, delivered directly through Crossix Data Stream. This rich HCP digital engagement data enables more types of insights within the platform and gives brands access to NPI-level data that they could not access previously.

Creating a common data structure for HCP engagement data

Privacy-compliant physician-level data (PLD) already provides a unique opportunity to get one-to-one insights into HCP advertising engagement. However, while PLD allows marketers to link specific actions to individual HCPs, many publishers share this data differently. With over 400 formats in the market, the data is difficult to use, resulting in data fragmentation, quality issues, and wasted time and resources.

Publishers define critical metrics, such as deep engagement differently across the industry and provide data in a variety of formats: definitions range from a click to watching a 45-minute video, and everything in between. We are partnering with the industry to standardize this taxonomy into a single schema while preserving the full richness of the data. This common data structure ensures that data from different sources is ready for immediate analysis and available at a consistent cadence. It allows advertisers to see behavior at the HCP level without reformatting or reconciling data from every partner.

Sitting at the center of the ecosystem, Crossix is in a unique position to operationalize this standard. We partner with a broad swath of biopharma companies to measure their HCP campaigns and work directly with almost all major HCP publishers. Our 1st Party Connect program of direct media feed integrations has over 150 media properties with >80% coverage across HCP and DTC impressions.

How to leverage Crossix HCP Next Gen

Crossix HCP Next Gen delivers a consistent map of the media journey for each prescriber, including what advertising they saw and when they saw it, along with rich metrics like video engagement.

With Crossix HCP Next Gen, marketers can confidently:

• Amplify media value: Map specific media exposures to deep engagements to better understand high-performing placements and optimize future HCP interactions.
• Identify reinforcement opportunities: Pinpoint physicians who require additional media touchpoints.
• Align sales and marketing: Activate the field with integration with Vault CRM.

Precise measurement maximizes campaign performance. Crossix HCP Next Gen links media activity directly to prescribing behavior and whether that doctor is treating relevant patients. With these insights, biopharma marketers can drive more effective HCP campaigns.

Learn how brands can also combine HCP and DTC marketing along with field data to increase new patient starts and optimize their marketing budgets.