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The powerful combination of the all-new CPI and Medicx's patent-pending Micro-Neighborhood® targeting technology delivers an unprecedented level of value for a brand's broadcast dollars. "Traditionally, healthcare and pharmaceutical brands have taken a 'top-down approach' to TV investment," said Michael Joachim, senior vice president of strategy, growth & innovation at Medicx. "This required a fundamental reliance on syndicated research on viewership data which is highly inaccurate as it comprises relatively small sample sizes. What a diabetic in downtown Phoenix watches at 8:00 pm on a Tuesday may be entirely different from what a diabetic in SoHo is watching at the same time. The real problem is traditional advertising assumed both groups of people were watching a certain show based on the age and gender composition. In reality, with media fragmentation and viewership options continuing to accelerate, the ability to target patients based on preconceived notions is not an ideal model for the healthcare and pharma categories. The condition prevalence rates lead to inefficient ad investment. CPI is the metric needed to increase audience quality exponentially." Micro-Neighborhoods® consist of ZIP+4 Code areas that provide a much more accurate and granular view of what a brand's potential client is viewing, when they are viewing it, and which ailments are most prevalent within those Micro-Neighborhoods®. Based on Medicx's proprietary HIPAA-certified privacy-by-design approach, the CPI is HIPAA-compliant and does not divulge any personally identifiable information (PII). The index currently works with linear addressable TV, cable, and satellite, with plans to expand to Connected TV and all other screens in the near future. Medicx is the preeminent data-driven addressable marketing technology platform disrupting advertising for pharmaceutical and other healthcare industries. Through a patent-pending analytical and HIPAA-certified Micro-Neighborhood® targeting approach, Medicx creates highly targeted marketing and media campaigns. Medicx tracks 35M+ Micro-Neighborhoods®, encompassing 240M+ adult patients and practitioners.

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