Game Changers 2016: 4INFO
What will be the most game-changing catalyst in industry's quest to become more patient-oriented?
Ultimately, the game-changer is the use of data-driven insights. Rather than guessing at which works to reach patients and improve patient experiences, the industry will use the rich data now available to analyze what channels drive change. Patient-support programs can benefit both healthcare consumers and the pharma industry, and data-driven analysis is the route to proving the profitability of such efforts.
Tim Jenkins, CEO
Address: 460 Park Avenue South, 12th floor, New York, NY 10016
Year Founded: 2004
Sample Clients: AstraZenica, Boehringer Ingelheim, Johnson & Johnson, Mylan Pharmaceutical, Novartis, Pfizer
New Business Contact: Lynne Devall
4INFO offers a mobile-first ad tech platform that enables national pharma brand advertisers to target audiences across mobile devices and desktops very precisely and then measure the success of those campaigns based on actual sales lift.
4INFO has hundreds of brands relying on its ad tech platform — including eight of the top ten largest CPG companies, six of the ten largest retailers, and the five largest auto manufacturers. 4INFO's technology reaches more than 95% of U.S. smartphone users in more than 100 million households using a highly accurate patented method that doesn't rely on cookies, IP addresses, or probabilistic modeling. As the leader in sales lift measurement of mobile ad campaigns, 4INFO has powered more than 200 measurement studies with impressive results, including a Return on Ad Spend (ROAS) averaging 272% and as high as 1,000%. 4INFO isheadquartered in San Mateo, California, and has offices in New York, Los Angeles, and Chicago.
SERVICES AND OFFERINGS
4INFO partners with Crossix for programmatic audience targeting and campaign measurement solutions. With deep consumer and healthcare professional (HCP) expertise, Crossix delivers hard-to-come-by audience and campaign insights. The proprietary Crossix data network of Rx, OTC, medical, and consumer data enables actionable cross-channel measurement with best-in-class privacy safeguards far exceeding HIPAA requirements.
This enables pharma marketers to identify, reach, and engage with relevant mobile and online audiences based on predictive health data. This proven approach goes beyond the more traditional demo-, geo-, and contextual-based targeting approaches by leveraging a wide breadth of audience data sets.
Mobile is the fastest-growing channel for media consumption in the U.S. The combination of 4INFO's platform and Crossix data now makes it possible for DTC advertisers to leverage this channel for maximum benefit and measurability, all in a privacy-safe manner.
Highly Accurate Targeting: In a recent campaign, 4INFO's proprietary and patented method of using multiple data points to accurately link devices and people when matched to the modeled Crossix data for ad targeting was proved to yield a targeting accuracy nine times greater than endemic targeting.
Big Mobile Reach: To drive meaningful sales, you need to reach enough people with your message — making scale critical, especially when targeting a niche audience. With 4INFO's platform, brands can reach more than 95% of U.S. smartphone users across all of their mobile devices.
Meaningful Campaign Measurement: Measure and optimize mobile ad campaigns based on what really matters: actual incremental lift in prescription sales and revenue, using a true test and control measurement approach.