Date Effective: March 1, 2018
Outcome Health Description of Methodology
This document describes the office and provider qualification and validation process, campaign scoping, contracting, ad placement, campaign management, reporting methodologies and the systems and data used for advertising campaigns on Outcome Health’s technology platform.
Outcome Health is a technology company dedicated to activating the best possible health outcome for every person in the world. Headquartered in Chicago, Illinois, Outcome Health has built a technology platform that delivers actionable health intelligence at the moment of care. Placed in healthcare provider facilities, our products connect patients with relevant information about conditions, lifestyle choices and treatments, enabling them to understand their health better, make informed care decisions and achieve better outcomes. Current products include Waiting Room Screens (WRS), Exam Room Tablets (ERT), Interactive Wallboards (WB) and Infusion Room Tablets (IRT).
Ad Types and Placement
Outcome Health clients have several ad placement options across our devices. The ad types include videos, standard and interactive banners, and other creative content, such as digital posters. Advertisers can also access some ad inventory through programmatic channels. Outcome Health works with clients to deploy ad creative in placements that are approved to run on our network. Due to requirements by certain health systems, all devices within these systems contain Closed Captioning and require ad content to include that as well.
Below are specific types of ads available on the Outcome Health platform.
1) Auto-play video ads
2) Auto-play full-screen image ads
3) Standard banners
4) Interstitial banners
5) Interstitial videos
6) Custom executions
Outcome Health content requirements must meet minimum standards based on the following technical and quality criteria.
Office & Provider Verification
To ensure for accuracy across the data associated with healthcare provider locations, including address information and National Provider Identifiers (“NPI”), Outcome Health currently engages in a multi-step verification process which may include but not be limited to 3rd party data sources and primary research.
Campaign Effectiveness & Measurement
When performing a list-match, the standard practice is for the Outcome Health team to match based on commonly available NPI.
The client-provided NPI list, as of the date of contract, will be used to target the program unless Outcome Health and client mutually agree to revised contracted data sources. The Outcome Health provider database is subject to change and regular optimization efforts will take into account Outcome Health database shifts, like movement of HCPs/offices, and adjust the campaign accordingly to meet contracted targeting requirements.
Outcome Health uses test and control analyses to measure the impact of our clients’ ad campaigns. A third-party healthcare data and analytics firm (an “Analytics Firm”), chosen by Outcome Health and the client, executes statistical studies. These studies measure how much HCP prescription writing habits change following campaign exposure, controlling for any known influences.
Ad effectiveness is an online market research study used to understand recall of advertisements on the Outcome Health network and measure the effectiveness of the campaign, including impact on viewers’ purchase and recommendation intent.
Third Party Review and Verification
As the first company in the point-of-care industry to earn BPA Worldwide’s platform certification in August 2017, we are uniquely positioned to lead the industry in defining and delivering independent third-party validation and verification that meets IAB and BPA standards. BPA has access to OH systems to pull raw data for campaign auditing directly. The platform is independently reviewed every six months.
The Outcome Health platform is a network of more than 140,000 digital devices including waiting room screens, exam and infusion room tablets, exam room wallboards and Wi-Fi access in some 40,000 physician offices across the country. Outcome Health’s independent certification of its health intelligence platform in accordance with the BPA Worldwide rules for audience qualification and Interactive Advertising Bureau (IAB) guidelines for impression measurement from BPA’s iCompli division. Outcome Health is also leading the point-of-care industry in providing audited results of marketing campaigns through third-party audits that ensure complete transparency and accuracy in a timely way.
Ad Measurement Metrics
All reported ad impressions are device initiated. Advertisements are not counted until they are received by the device in accordance with current Interactive Advertising Bureau (“IAB”) standards for impression measurement (available at https://www.iab.com/).
We measure each campaign, across our digital devices, for our brand clients based on the following metrics:
Audience Estimates and Demographics: Outcome Health works with Nielsen, a leading third-party global marketing research firm to receive independent media measurement and audience estimates for our products. We apply Nielsen data that is gathered through their mobile geo-fencing methodology.
The data set includes:
Plays: This is the number of instances an ad appeared on a screen; this can be auto-play or engagement driven.
Ad Taps: This is the number of times an ad was tapped on. An ad can be tapped to open websites, PDFs, hubs or other types of content. All ad taps are recorded after the redirect.
Click-Through Rate: This figure measures how many clickable ad display impressions resulted in an tap. It is expressed as a percentage. Since embedded video impressions are not clickable, they are omitted from this calculation. For video impressions that are paired with banner impressions, only the banner impressions are included in the click-through rate calculation. As a result, the calculation will be only visible on the campaign reports when filtering down to the banner ad type.
Each action completed on an Outcome Health device generates a logging event that is processed through Outcome Health’s data processing infrastructure.
If the device is connected to the Internet, the logging event is immediately sent to the third-party event tracking system’s data server via a call to the third-party event tracking system application programming interface (“API”). For devices that are not connected to the Internet, the logging event is stored on the device for up to five days. Once an offline device regains Internet connectivity, the local buffer is flushed, and events are sent to the data server via the third-party event tracking system API call. At that time, events that were logged more than five days before the device regained connectivity are not maintained. The raw data is imported into the Outcome Health data lake via a daily bulk import. Event data is then aggregated and stored according to the data schema in the Outcome Health data lake.
Outcome Health is aware of the following limitations in its systems and processes.
The Outcome Health platform is a closed network, all content, advertising and devices are controlled by Outcome Health. Outcome Health applies list, or parameter-based, filtering and activity-based filtering.
There are two primary methods of flagging invalid impressions:
Product Release Quality Assurance
Outcome Health validates the functionality of the software that runs on its network devices (those with screens that are involved in the serving and rendering of advertising campaigns) through a rigorous process of quality assurance which leverages manual and automated testing to compare intended product requirements against the actual behavior of the application to validate functionality.
Once software versions are deployed to the devices in the field (via remote installation) Outcome Health maintains processes to evaluate logs and event data, generated by the software, to identify and rectify anomalous or erroneous trends in event data.
Issue Resolution and Makegood Procedures
If Outcome Health identifies or becomes aware of issues impacting the performance of client campaigns, it initiates a formal review process to determine the root cause and identify potential solutions. Decisions to provide makegoods or other remedy are made on a case-by-case basis and in discussions with clients and or their agencies. In the event a makegood is offered, clients and/or agencies are notified.