MiQ Launches Hospital & Doctor Influence Measure

London-based ad tech and audience intelligence company MiQ has partnered with healthcare analytics company PurpleLab to launch a solution allowing marketers in the sector to measure the impact of digital advertising campaigns on patient visits.

In the last year MiQ has acquired French media governance martech company Grasp, rolled out its cross-media TV Intelligence platform in the UK, US, Canada and Australia, launched in Ireland and announced appointments and promotions geared to expanding its US business. It also brought in former Oracle and Spotify exec Zuzanna Gierlinska last month in the new role of UK Chief Commercial Officer.

MiQ says hospital marketing has unique challengers due to strict regulations, budget constraints and the complexity of connecting digital impressions to real-world patient actions. Hospital & Doctor Influence (HDI) aims to tackle this by providing a secure, privacy-compliant method to track the patient journey from ad exposure to doctor visits.

The solution measures the number of unique patient visits driven to specific hospital/doctor locations directly from campaigns, and break this down by office, specialty, tactic and creative. It also provides data on total claims across competitors, analysing 'share of voice' by geography and specialty; and identifies top-performing markets and channels to help optimize campaign spend: the partnership with PurpleLab, which is a certified CMS Qualified Entity, allows for the matching of campaign exposure with insurance claims data. The firm says this is all accomplished using 'a secure, pixel-less process that adheres to all healthcare data regulations'.

As an example, MiQ says HDI helped a regional academic health system in Florida to measure over 3,800 additional patient claims in a targeted facility between March and June this year, reporting that the claims came from key service lines including Internal Medicine (37%), Radiology (21%) and Family Medicine (17%). Cross channel insights showed that with the addition of CTV media, patient claims numbers doubled, proving the value of an omnichannel approach.

Sara Sowsian, Director of Partnerships, US Product at MiQ says the solution 'bridges the gap between online advertising and real-world hospital visits'. PurpleLab VP of Ad Partnerships & Strategy Ted Sweetser comments: 'By connecting our extensive claims database with MiQ's programmatic suite, we're not just informing marketing decisions - we're creating a feedback loop that can influence and improve the entire patient care ecosystem'.

Headquartered in London, MiQ operates globally from 18 offices located across North America, Europe and APAC and is online at www.wearemiq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.