Health Use Case: HIPAA

Targeted TV Can Be HIPAA Compliant and Drive Rx Brand Sales

CHALLENGE

Use Targeted TV campaign to increase Rx brand sales and be HIPAA compliant for several disease states.

SOLUTIONS

Identify the greatest number of asthma sufferers in the smallest possible household universe in order to increase media efficiency. Further investigation confirmed a solution for COPD and Diabetes.

APPLICATIONS USED

TangoGEO finds the audience. More Info
TangoRED sees what & when they watch. More Info
TangoBUY empowers buyers negotiation. More Info
TangoDASHBOARD uncovers opportunities. More Info

10% of Asthma Sufferers Live in 3% of US HHs: Reach them Efficiently

RESULTS
  1. Targeted TV supports an efficient, HIPAA compliant solution for Asthma.
  2. Over 400,000 (10%+) of Asthma Sufferers in CA can be reached efficiently in just 3% of total homes. This creates a 328 index or 3.28 times the number of target audience than the average area.
FUTURE CAMPAIGN IMPROVEMENTS

Expand campaign nationally. Apply data to further increase value of impressions: such as environmental (i.e. pollen count, air quality factors) or programming (i.e. MRI.)

Centriply’s TangoGEO Indexed Asthma Prevalence by Cable System in CA

THE TRADITIONAL LA TV MARKET INDEXED AT 71 FOR ASTHMA

While a large number of Californians are reported to suffer from Asthma, the LA DMA doesn’t appear to be an area of concern, coming in 30% below the average for compared to the whole state of California.

627 Index 522 Index

However, when we look at all 2,590 ZIPs in CA, pockets of high concentration of asthma sufferers become apparent, which otherwise would have been overlooked if not analyzed at this granular level.

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Targeted TV Finds Areas of Highest Value by Knowing Where the Audience Is

ZIP code data reveals areas of the most value. To adhere to HIPAA regulations they are rolled up to system levels.

After reviewing over 2,590 ZIP codes in CA. The cable system areas found by TangoGEO contain over 3 times the incidence of Asthmas Sufferers than average.

Targeted TV Can Be HIPAA Compliant for Asthma, COPD and Diabetes

Creating a custom national universe for each condition creates a HIPAA compliant solution.