• by Steve McClellan  @mp_mcclellan, April 19, 2016

GroupM advanced TV specialist Modi Media is teaming with Scottsdale, AZ-based pharma and health data aggregator Medicx Media Solutions to enable their clients to better target consumers with relevant healthcare-related messages via addressable TV ads. 

The firms are integrating their data for TV campaigns in what they say is a “privacy compliant way.” 

They will use Medicx’s patented system called Micro-Neighborhood Targeting that can reach consumers down to the household level with relevant messages across some 45 million addressable TV homes reaching more than 100 million people. 

The system combines medical and shopping data that’s been anonymized to target neighborhoods or households with messages about specific illnesses or conditions. 

“The pharmaceutical and healthcare industries require a privacy compliant way to precisely and efficiently deliver relevant messaging to consumers watching television, and this partnership does that at scale,” said Michael Weintraub, CEO of Medicx Media Solutions.

“Advanced, addressable TV advertising is another step forward in our commitment to building a true omni-channel addressable audience platform uniquely designed to comply with the regulatory and privacy requirements of the pharmaceutical and healthcare industries.”  

“Our work with Medicx to deepen our addressable television offering will accountably drive meaningful business results for our pharmaceutical and OTC drug and healthcare clients,” said Jamie Power, managing partner at MODI Media.

“Data and technology have transformed the way consumers enjoy television and the way brands can connect with their audiences. Working with Medicx data, we are able to address ads to high-value households across multiple screens, and deliver quality performance metrics on the back end.”