Case Study: Global Biopharmaceutical Company achieves over $6M in media savings and major cost-per-target reductions with Veeva Systems' Crossix DIFA

Improving Media Efficiency with Crossix DIFA

Crossix worked with a pharmaceutical brand and its agency to solve a common digital marketing problem: how to measure whether DTC and HCP ads were reaching truly qualified audiences and how to reallocate media spend for better efficiency. The brand needed faster, more accurate insight into which publishers and ad placements delivered patients diagnosed and treating in the category and HCPs on the target list.

Using Crossix DIFA, the team tagged digital media, linked exposures to cross-device digital IDs, and connected those IDs to health data in a privacy-safe, HIPAA-compliant network to measure audience quality at the placement level. By shifting spend to high-performing endemic publishers and removing inefficient partners, cost per qualified patient fell from $18 to $10 (a 44% YOY drop), saving about $4.2M, and cost per target HCP dropped from $392 to $131 (a 66% reduction), saving roughly $1.8M—more than $6M in media savings overall.