We help healthcare marketers make decisions they can defend with evidence. Most analytics firms measure campaigns after the fact. We help design them to answer the question in the first place.
See the workThe left half is what makes the right half worth reading. Two cohorts matched on pre-period behavior. If they don't track before the campaign starts, the design is rebuilt before any result is reported.
The same claims foundation under every question, so the answer to one informs the next.
You get: less media against audiences that were never going to convert.
Claims show which prescribers have the eligible patients, how many aren't yet on your therapy, and who's gaining volume. Trajectory isn't visible in a specialty file.
You get: venues validated before you commit budget.
In one analysis, most venue visits happened after the prescriber visit, not before. Same audience, same venue, different message entirely.
You get: a causal read you can defend on the methodology, not just the number.
Matched cohorts, symmetric windows, balance validated before any read. Two methods that have to agree.
You get: a reallocation with the evidence behind each part labeled.
Measured, benchmarked, or assumed. Early on, more is benchmarked than measured, and the recommendation says so.
We work alongside brands, agencies, and media partners to develop audiences, establish measurement plans before launch, and evaluate outcomes against methodologies defined in advance. Staying involved across the whole arc removes handoffs, and means the question answered at the end is the one that mattered at the start.
Matching methodology, balance diagnostics, and reporting criteria, all documented before the campaign flies.
The Patient Reach Index was developed through industry collaboration with POCMA and Trinity Life Sciences, and it's published.
What worked, why it worked, and what to do next.
Trust comes from transparent methods, reproducible results,
and evidence that stands up to scrutiny.
In 2023 we wrote POCMA's industry study on POC measurement. Finding #5 was that marketing mix models were treating point-of-care as a switch — scoring a practice seeing 65 patients a day the same as one seeing 250. The Patient Reach Index is that finding turned into a fix: breadth times depth, computed from claims at HCP-week granularity.
A switch. Placement present, or not.
Patient traffic. The same placement, four times the reach.
Trinity Life Sciences tested it independently across 8,000 HCPs over 26 weeks.
The result that mattered most was none of those. The index landed close to an independently run test-versus-control study, resolving a gap between modeled and experimental results that had made POC budgets hard to defend for years.
Published as an industry research collaboration between POCMA, Trinity Life
Sciences, Syneractiv and MedFuse.
Single-brand study. A multi-brand consortium is underway to
test whether the magnitude generalizes.
The index isn't only a paper. It's a tool: put in the offices a campaign ran in, get patient reach out, weighted by the traffic those offices actually see rather than by whether a screen was switched on. Set up an account and run it on a campaign of your own.
On the POCMA and Media Rating Council working group evaluating measurement standards for point-of-care media.
Author of POCMA's 2023 industry study on POC measurement, and co-author of the 2025 paper that validated the fix. Both public. Prior work through the ARF and WARC.
Leadership of analytics and measurement organizations across pharma, CPG, financial services and retail.
We work on whatever data answers the question: your claims, your vendor's, or a licensed source. Every study names what it ran on and where the picture thins.
Syneractiv led a multi-phase research initiative for us on Point of Care (POC) Marketing performance measurement. Measurement is extremely important, especially within a rapidly growing channel like POC. The data, research, and insights Syneractiv helped us compile have accelerated our journey toward POC measurement excellence.
The most useful first conversation is usually about a specific choice a brand team is about to make, or one they made and can't explain.
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