Synchronized and Timely: A New
Chapter for HCP Marketing

Nov 20, 2025 | Jessica Daigle

Engaging healthcare professionals (HCPs) in today’s complex media landscape is more critical and challenging than ever. To truly maximize campaign impact, marketers need solutions that keep pace with, and even anticipate, the dynamic ways HCPs consume content today.

While current target list strategies are foundational, they have limitations because they are unable to capture the ongoing shifts in HCP activity. At the same time, sales and marketing teams – who typically have the same overarching goal – often operate in silos, with separate teams and budgets.

It’s time to take the target list strategy to the next level. With Crossix HCP Audience Segments, the industry can move towards a more synchronized and timely approach that amplifies the impact of every sales and marketing touchpoint. Powered by Veeva HCP data—the industry’s most comprehensive network of patient and provider data—these solutions enable more meaningful results.

Reach high-value HCPs at scale

Crossix HCP Reach Segments are powered by the industry’s largest health data network, covering 99% of U.S. HCPs. This is combined with Veeva OpenData, a leading provider of accurate profiles for over 11 million HCPs that draws from more than a thousand high-quality data sources.

Advertisers are able to customize their HCP segments based on diagnosing and prescribing behavior and synchronize their targets with their consumer audiences. By leveraging Veeva’s extensive HCP data, advertisers gain the advantage of activating the same HCP audience across all platforms – not just programmatic. Because Crossix HCP Reach Segments are updated regularly, they supplement target list strategies to drive more meaningful impact.

Synchronize marketing and field activity

Crossix HCP Prime Segments allow advertisers to create timely synchronization between marketing and field activity. Marketing efforts can now directly support field engagement by reinforcing messaging to engaged HCPs or by reaching providers who are not regularly visited.

These segments are powered by the customer’s Vault CRM data, enabling advertisers to build precise HCP audiences based on field engagement activity. With visibility into which HCPs are engaged by the field – in person or virtually – advertisers can use HCP audience segments to supplement these efforts. The solution also leverages Veeva’s deep insights on affiliations, including blocked healthcare organizations, and specific roles.

In a market where every interaction matters, Crossix HCP Audience Segments offer a new way to advance your current marketing approach to reach the right HCPs at the right time. The result: synchronized and timely engagement that turns marketing into a competitive advantage.

Contact Crossix to kick off your HCP Reach Segments campaign.

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