MEDICX MEDIA SOLUTIONS
Effective: December 22, 2016
Revised: February 11, 2019
Medicx Media Solutions (MMS or we) is a data-driven addressable advertising platform disrupting media advertising for pharmaceutical and healthcare advertisers. Through Micro-Neighborhoods®, a patented HIPAA-certified¹ approach, Medicx integrates anonymized patient-level prescription and medical claims data, household demographics, and other self-declared consumer and healthcare practitioner health and lifestyle information to create cutting edge, highly targeted marketing campaigns. Medicx tracks more than 38M+ Micro-Neighborhoods® at the Zip+4 level, encompassing more than 240M+ adult patients and physicians. The result for pharmaceutical and health brand advertisers is an unprecedented way to find and engage with the right consumer and healthcare professional audiences across multiple platforms and channels, ultimately delivering superior outcomes.
MMS offers leading strategy, consulting, and execution capabilities across digital, advanced television, email, and direct response channels to reach its proprietary audiences. MMS matches anonymized patient-level profiles within Micro-Neighborhoods® to meet brands’ customized condition, insurance, and demographic-specific criteria. Using target-initiated channel planning, MMS engages the custom-built audience across the most relevant channels to execute, optimize, and evaluate spend for clients, with ROI as the singular focus.
We believe that use of our Micro-Neighborhood® Database results in consumers seeing more ads relevant to their health interests without compromising their privacy. While our goal is to target ads as locally as possible, we do not accept or use any individual health data. We take consumer privacy seriously and welcome this opportunity to explain the creation and use of the MMS Micro-Neighborhood® Database and the privacy protections we have put in place.
This Policy covers the MMS Micro-Neighborhood® Database and its use by MMS for digital, advanced television, email, and direct response channels to reach its proprietary audiences.
¹A re-identification risk determination was performed pursuant to the HIPAA Privacy Rule Expert Determination standard and the determination concluded that, in the given data use and disclosure context, the risk of re-identification was very small.
INFORMATION WE COLLECT: HOW WE BUILD AND USE THE MICRO-NEIGHBORHOOD® DATABASE
The process of identifying Micro-Neighborhoods® with a high prevalence of a given health condition begins with individual health data from physician visit and pharmacy insurance claims, data recognized as Protected Health Information or “PHI” as that term is used in the Health Insurance Portability and Accountability Act of 1996, Pub. L. No. 104-191, the Health Information Technology for Economic and Clinical Health Act, Title XIII of Division A and Title IV of Division B of the American Recovery and Reinvestment Act of 2009 and analogous state laws. Data vendors, totally independent of MMS, de-identify the physician visit and pharmacy data, re-associate the data using probabilistic and deterministic matching to aggregate into the postal codes from which they originated. Using target-initiated channel planning, MMS engages the custom-built audience across the most relevant channels to execute, optimize, and evaluate spend for clients with ROI as the singular focus.
SERVING ADS TO MICRO-NEIGHBORHOODS®
MMS uses common technologies and processes to reach consumers within a given Micro-Neighborhood®. We, or third party vendors acting on our behalf, receive ranges of cookies, IP addresses, device ID’s or addressable tv subscriber households associated within a Micro-Neighborhood®. MMS may rely on Healthy Offers Inc., www.healthyoffers.com, a separately maintained affiliate of MMS, as one source of IP addresses and cookies. MMS relies on third party cookies, IP addresses, and device ID’s to serve client ads to Micro-Neighborhoods® in which the ads may be most relevant. Our use of the cookies, IP addresses, and device ID’s does not identify individuals, track people across unaffiliated web sites or result in the compilation of a profile. For more information about controlling geotargeting cookies please see Your Choices www.aboutads.info/choices, below.
Consumers may use an opt out mechanism available from the Digital Advertising Alliance Consumer Choice Page, www.aboutads.info/choices,to turn off geotargeting using third party cookies. Selecting The Trade Desk, Tube Mogul, and LiveRamp options will disable cookie-based targeting based on our Geotargeting Database but please note that doing so may also disable use of The Trade Desk, Tube Mogul, and LiveRamp cookies for other targeting that you may find useful. You may use controls available in most browsers to block or disable our third party or any other cookies.
OTHER IMPORTANT INFORMATION
Protecting Consumer Privacy
We take consumer privacy very seriously. Although MMS neither collects nor uses data about identifiable consumers or their individual related conditions or interests, we take a number of steps to strengthen privacy.
- HIPAA Certification¹. MMS never receives personally identifiable health information or online behavioral data about individual health conditions or interests. Its Micro-Neighborhood® data, however, originates from “PHI” or Protected Health Data, covered by HIPAA. HIPAA’s Privacy Rule allows PHI to be used if the data is properly de-identified, that is, used in such a way that it cannot be connected back to the identifiable individual about whom it was generated. HIPAA also recognizes certification by qualified experts as one means to establish that the de-identification is complete and legally sufficient. MMS has obtained an expert certification that its receipt of de-identified health data, creation of the Micro-Neighborhood® Database and use in combination with a range of IP addresses, cookies, and device ID’s, and subscriber information for ad serving remains sufficiently de-identified to meet HIPAA requirements.¹A re-identification risk determination was performed pursuant to the HIPAA Privacy Rule Expert Determination standard and the determination concluded that, in the given data use and disclosure context, the risk of re-identification was very small.
- Recognition of Industry Self-Regulation. Health related data may be considered “sensitive” and may raise privacy concerns even if the data is not PHI and so, not regulated by HIPAA. Although MMS does not receive or collect any individually identified health data, MMS respects industry rules and best practices for online advertising and direct marketing. We maintain active memberships in several recognized industry self-regulatory organizations including the Direct Marketing Association and the Interactive Advertising Bureau. MMS is registered with the Digital Marketing Alliance and as noted above, consumers may use the DAA opt out mechanism to block the third-party ad serving cookies we use.
MMS maintains reasonable physical, technical and administrative safeguards to prevent unauthorized access, use, alteration or disclosure of all our data assets.
for information on how that platform may collect, use and transfer data that identifies you.
In addition, MMS may provide consulting and content related services for clients. We also process personal data provided by clients for purposes of fulfillment or ad serving on the client’s behalf.
Medicx Media Solutions
10799 North 90th Street, Suite 200
Scottsdale, AZ 85260