DeepIntent Adds Fuel to the Marketing Fire with Reach Guarantees for Healthcare Advertisers

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When DeepIntent recently began offering ad guarantees related to target audiences reached, it was a "game changer" for health care campaigns. That's according to Carrie Craigmyle, Senior Vice President, Strategy for DeepIntent, a DSP (demand side platform) that is a leader in healthcare advertising.

"We're constantly listening to the marketplace and trying to understand what they need, and we knew guarantees were important," Craigmyle said. To put that desired bang-for-the-buck in context, consider that almost $7 billion dollars was spent on consumer ads by healthcare marketers in 2021.

With the addition of DeepIntent's Patient Reach Guarantee, an advertiser can be assured that their content is getting seen by their optimal audience across all digital platforms including connected TV, display and digital video. At the same time, marketers are able to maintain compliancy with HIPAA (the Health Insurance Portability and Accountability Act of 1996), an important consideration in healthcare marketing.


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The addition comes at a time when Nielsen has reported that streaming television surpassed cable and linear viewing for the first time.

John Mangano, Senior Vice President, Analytics at DeepIntent explained that the company can predict and guarantee how many qualified patients they are reaching during a set time period "by harnessing the power of privacy-safe machine learning with real-world clinical and pharmacy claims data."

The patented technology DeepIntent Outcomes is the vehicle through which this becomes possible. "Once we introduced outcomes, we knew we would have the data to guarantee that we could reach your COPD patient," Craigmyle said, referring to chronic obstructive pulmonary disease -- an example of how specifically the technology can target.

Right now, Patient Reach Guarantee works best with diseases that have large patient populations like COPD, asthma and plaque psoriasis.

Outcomes links real-world clinical data with impressions data. That combination measures and optimizes campaigns ensuring audience quality and script performance metrics, again within the all-important HIPAA compliancy standard. The algorithms can also optimize a campaign in real-time, which no other healthcare DSP can do, according to DeepIntent.

It simplifies a process that, for marketers, can involve a goal of reaching a large patient population within a set period of time across several channels and using premium inventory. "You're taking those dollars and making them work harder at a guaranteed cost," Craigmyle noted.

"This is a first for digital campaigns in healthcare, which now can benefit from the scale afforded by programmatic trading with a committed level of performance," Mangano added.

Like everything that is brand new to the marketplace, DeepIntent understands that there will be questions -- and it is committed to walking its clients through the process every step of the way.

"Education is key," Craigmyle concluded. "With anything in programmatic you want total transparency. That is no different with Patient Reach Guarantee."

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