Asaf is a co-founder of Crossix and serves as Chief Executive Officer. He started Crossix in 2005 with more than 10 years’ experience in healthcare marketing and technology businesses. Asaf served for four years in the Israeli Navy Intelligence Unit, and he holds a B.S. in mathematics and computer science from Tel Aviv University.
Understand the True Impact of Your Marketing Investments
The New Measurement Standard for Health Systems
AE: Back in 1997, I worked with pharmaceutical brands to develop digital patient engagement solutions—what we now call social media. The number one question I heard from marketing managers was, “how can I measure the impact of these digital campaigns?” Because of HIPAA regulations, it was difficult to connect these types of programs to health outcomes and brand impact. With Crossix, I wanted to solve that problem by developing a privacy-safe marketing solution that measured how campaigns influence patient behavior. While our initial goal was to help life sciences marketers, we realized we could bring the same value to hospital and health system marketers since they have been working under the same privacy restrictions.
AE: Traditionally, healthcare marketers have measured their digital campaigns by relying on click-through-rates, website visits, and lead tracking. However, these metrics miss something significant—insights into health behavior. Without this key information, marketers make expensive decisions without knowing whether their efforts actually drive new patients to their facilities.
With Crossix’s digital measurement platform, Crossix DIFA™, marketers can now leverage actual health data to determine how digital advertising truly impacts patient behavior and the bottom line, all while remaining privacy safe.
AE: Marketers can gain a clear picture of who their digital marketing campaigns are reaching and the impact on patient behavior with DIFA. Audience quality metrics include patient demographics, whether a person is diagnosed with a relevant condition, and whether they have previous, related medical history. Patient behavior metrics include whether the exposed audience visited a specialist (whether it be at the marketer’s health system or a competitor) and had a related procedure performed. DIFA also provides metrics around the market share of specific service lines.
AE: Crossix technology was purpose-built to protect privacy. Our distributed data network (a network in which no central repository of data exists) enables breakthrough connections across various historically siloed datasets while eliminating many of the re-identification and data security risks inherent with other legacy approaches. Instead, all analyses take place within the data centers in our network, behind privacy firewalls, which means that no individually identifiable information can be used by Crossix or shared with advertisers. Over 200 healthcare companies and brands have trusted Crossix to enhance their marketing strategies.
AE: Crossix makes implementing DIFA incredibly easy. With over 300 million patients in our data network, there is no EMR integration necessary. Additionally, we have strong, existing relationships with media companies to independently identify online audiences. Marketers who use DIFA receive a weekly, online update on their campaign performance for each service line or brand campaign.
To learn more, visit crossix.com.