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MiQ Introduces First-to-Market Hospital and Doctor Influence Measurement Solution - adtechsolutions

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MiQ Introduces First-to-Market Hospital and Doctor Influence Measurement Solution


In partnership with PurpleLab, the new solution connects digital advertising with actual patient visits and solves critical measurement challenges in the healthcare industry.

NEW YORK, NEW YORK – Global programmatic media partner MiQ today announced the launch of its Hospital Doctor Impact (HDI) measurement solution. This first offering in partnership with PurpleLab enables hospital marketers to directly measure the impact of digital advertising campaigns on patient visits, addressing a longstanding gap in healthcare marketing analytics.

Between strict regulations, budget constraints and the complexities of connecting digital impressions to actual patient actions – hospital marketing has been created with unique measurement challenges. The MiQ Hospital & Doctor Influence measurement solution is an industry-first tool that addresses these issues by providing a secure, privacy-compliant method for tracking a patient’s journey from ad exposure to doctor visit. Key solution capabilities include:

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Tracking patient touch points: Measures the number of unique patient visits directed to a specific hospital/doctor directly from campaigns

Performance analysis: Provides detailed breakdowns by office, specialization, tactics, and creativity

Competitive intelligence: Provides an overview of competitors’ overall share of voice analysis claims by geography and specialty

Optimization statistics: Identifies top-performing markets and channels, leading to smarter media investments that increase patient engagement and line performance

Compliance with the protection of personal data: Uses a secure, pixel-free process that complies with all health data regulations

Early adopters such as full-service marketing agency MBB Agency have already seen measurable benefits for their clients from HDI, including deeper analysis of overall engagement. Jim Brown, CEO of MBB, said: “MiQ’s HDI solution has revolutionized the way we approach hospital marketing. We are now able to demonstrate a clear link between digital ad spend and patient visits, enabling us to optimize campaigns in real-time and demonstrate tangible ROI to our healthcare clients.”

For a regional academic health system in Florida, MiQ HDI helped measure more than 3,800 additional patient claims at the target facility between March and June 2024. MiQ HDI was also able to indicate that claims originated from key service lines including internal medicine (37%) , radiology (21%) and family medicine (17%). In addition, cross-channel statistics showed that with the addition of CTV media, the number of patient claims doubled, demonstrating the value of a multi-channel approach.

For a health system specializing in cardiovascular care, the MiQ HDI measured a 17% month-over-month increase in daily patient claims. In addition, MiQ Health’s segments enabled the client to secure a 64% market share of voice compared to their competitors.

HDI’s strong results are built on the foundation of MiQ’s partnership with leading regulatory compliant healthcare analytics provider PurpleLab. The collaboration makes it possible to align campaign exposure with insurance claims data. MiQ then transforms the enriched data into actionable, claims-based measurements that are readily available to hospital marketers through the HDI dashboard.

“This solution represents a key advance in hospital marketing by bridging the gap between online advertising and real-world hospital visits,” said Sara Sowsian, director of partnerships, US Product at MiQ. “It’s no longer just about measuring impressions or clicks; it’s about humanizing the patient journey and understanding how digital touchpoints influence patient behavior to ensure a better connected healthcare journey. We are excited to unveil this new and unique solution that sets a higher standard for accountability and efficiency in one of the world’s most complex and critical sectors.”

“At PurpleLab, we are driven by a mission to accelerate the use of real-world data to improve health outcomes,” said Ted Sweetser, vice president of advertising partnerships and strategy for PurpleLab. “By connecting our extensive claims database with the MiQ software suite, we’re not just informing marketing decisions—we’re creating feedback that can influence and improve the entire patient care ecosystem.”

To learn more about MiQ’s Hospital Doctor Influence, register for The Forum for Healthcare Strategists’ upcoming webinar, “The Healthcare Marketing Puzzle: Measuring the Impact of Advertising,” on October 29, 2024 at 12:30 PM EST with MiQ, PurpleLab, MBB and UF Health.

For more information on the MiQ Hospital & Doctor Influence measurement solution, contact: health@miqdigital.com

About MiQ

We’re not your average programmatic media partner, and that’s because excellence is in our DNA. Since 2010, our agnostic approach has leveraged the best buying platforms, ad inventory and audience intelligence in the world, ensuring we deliver world-class service and unrivaled performance in brand and agency advertising campaigns. Our technology puts sophisticated AI in the hands of our industry experts to make unbiased decisions that never compromise reach, ROI, quality or insight. With the largest volume of TV data and solutions across all channels and verticals, we lead and improve the programmatic industry.

Headquartered in London, MiQ operates globally from 18 offices in North America, Europe and APAC. Our company has been recognized numerous times for our stellar contributions both internally and externally, including Insider’s 2023 Hottest AdTech Company list, Ad Age’s Best Places to Work Award 2023, 2022 Inc. Power Partners and AdExchanger’s Programmatic Power Players 2024 and every year since its creation in 2020.

About PurpleLab

PurpleLab® is a healthcare analytics company whose mission is to drive value-based innovation across the healthcare continuum. HealthNexus™, the company’s code-free analytics platform, enables advertisers, agencies, ad technology companies and other healthcare stakeholders to research patient and provider populations, target audiences, measure and optimize omnichannel healthcare media campaigns. PurpleLab is certified as a CMS Qualified Entity, which allows them to receive Medicare Part A, B, and D claims data to evaluate provider performance.



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