5 Things to Look for in a Marketing Analytics Partner

Sep 03, 2026 | Mike Ramadei

Biopharma brands make significant investments in direct-to-consumer and HCP marketing. Working with an experienced marketing analytics partner to measure and optimize those investments can improve marketing performance and unlock millions of dollars in media value. All biopharmas, from large, global companies to emerging biotechs, can benefit from working with a marketing analytics partner to connect their marketing and advertising campaigns to health outcomes.

As the media landscape continues to evolve, marketers need ongoing access to a robust network of health and media data connected in a privacy-safe way to measure campaign effectiveness.

Here are five things to look for when choosing a marketing analytics partner to ensure sustainable measurement and actionable insights to improve marketing performance.

1. Robust, futureproof data sets

Effective marketing isn’t just about having data — it’s about having the right data. As the pharmaceutical supply chain evolves with direct-to-patient and emerging digital channels, getting visibility into these new channels is critical.

At Veeva Crossix, we have built the largest health and media data network. Covering 300M+ U.S. patients and 99% of HCPs, we continuously expand our health data network to reflect the industry’s ongoing transformation. Media data is another cornerstone of our measurement. We have direct integrations with 150+ media partners across the ecosystem for delivering daily media exposure data. This includes the most important programmatic, CTV, endemic, and audio partners — as well as newly measurable channels like social. When brands invest in new media partners, we quickly integrate with them to provide the best and most comprehensive media data possible.

2. Complete measurement across channels

Effective omnichannel marketing means reaching patients and healthcare professionals wherever they consume media. With integrated campaigns across channels such as digital, social, streaming video, and linear TV, along with website activity for direct-to-consumer and HCP advertising initiatives, you want to ensure your marketing analytics partner measures everything in one place. As the media landscape continues to evolve and new channels emerge, a partner who provides complete and unified measurement helps you effectively understand the impact of each channel and how to improve your campaigns to drive the most impact.

Connecting performance across DTC and HCP marketing channels along with the field, provides insights to improve channel synergies and increase ROI. Crossix Omnichannel Boost enables you to connect your entire marketing plan. Actionable data elevates customer engagement enabling sequential messaging and optimal frequency across channels. Through ongoing optimizations across channels, partners, and tactics, you can maximize new patient starts.

3. Creative performance tied to health outcomes

Reaching the right audience is only part of the equation — you also need the right message. Linking creative performance directly to health outcomes gives you insight into what messaging resonates best with specific audiences. With creative analytics within the Crossix Measurement Suite, biopharma marketers can easily track how different creative themes perform and drive real patient impact.

4. Timely insights to accelerate decisions

Marketing analytics allow you to validate your investments and optimize your campaigns to maximize effectiveness. However, to evaluate performance consistently and make the right optimizations, you need the right insights delivered in a timely manner.

Crossix provides performance data quickly so advertisers can optimize campaigns earlier and more effectively. Campaigns kicking off at the start of the year see data in January — there is no long wait time for insights. With weekly data updates across digital and linear TV campaigns, brands realize up to 25% in media savings in the first year of leveraging the Crossix Measurement Suite.

5. Transparency and privacy

Methodology, data sources, metric definitions, statistical significance, and sample sizes make up the foundation of an advanced analytics platform. You and your team should have access to these metrics to prove that you are making business decisions based on accurate insights.

While many marketers rely on their internal analytics partners to evaluate the data science, brand teams should also ask these questions and look for openness and transparency from their partners.

Some vendors claim that HIPAA compliance ensures a privacy-safe methodology. HIPAA, which passed into law more than two decades ago, wasn’t designed to cover the complexities of today’s digital world. HIPAA is necessary but not sufficient when it comes to privacy and the use of data to measure the impact of marketing campaigns.

The value of a proven partner

Effective marketing analytics requires future-proof data sets, comprehensive cross-channel measurement, creative insights, timely data, and unwavering privacy standards. While these capabilities lay the groundwork, true value comes from a partner with the proven experience to put them into practice.

With over 3,500 implementations, trust from 17 of the top 20 biopharma companies, and more than $7.5BN in annual advertising spend measured, Crossix delivers the experience and continuous innovation required for modern life science marketing. Your marketing investments are too valuable to leave to unproven promises.

See how a growth brand uses data and insights to combine DTC and HCP marketing with field data to increase new patient starts.