DeepIntent: Built With Empathy and Connecting Advertisers to Healthcare Pros

Patients often spoke about how difficult it was for them to learn about disease diagnoses and treatments which resonated with Paquette quotI connected deeply with their perspective because when I was 12 my father was misdiagnosed with the wrong type of cancerquot he says quotHis gut told him something was off so he got a second and third opinion which ultimately saved his lifequotPaquette understood how powerful machine learning could be in getting the right information to people This was ultimately his inspiration for DeepIntent the company that built the first demandside platform DSP purposefully for the healthcare industryquotEverything we do is driven by a core belief that advertising technology can measurably improve the lives of patientsquot Paquette assertsThe DeepIntent Healthcare Advertising Platform is built on three pillars Plan Activate and Measure ampamp OptimizeFirst marketers quotplanquot their campaigns by building unique healthcare provider HCP and patient audiences based on realworld clinical dataNext they quotactivatequot the campaigns within the proprietary healthcare DSP across digital channels including connected TV display video native audio and enewsletterLastly they quotmeasure and optimizequot the campaign in realtime toward audience quality and script performanceDeepIntent reaches 18 million verified HCPs across the digital landscape By tying offline data such as medical and pharmacy claims specialty and practicing location to online identities marketers can create unique HCP audiences For example marketers can use claims data to understand physicians diagnosing or prescribing patterns and eligibility data to reach a physician prior to a clinically relevant patient visitquotThis type of unique targeting utilizing eligibility data adds value for advertisers focused on rare diseases where patients may only see a specialist once or twice a yearquot explains Jen Werther Chief Strategy Officer at DeepIntentOn the patient side DeepIntent creates custom audiences that leverage realworld clinical data in a privacysafe way Using demographic data this patented modeling process determines whether someone is likely to have a particular condition Type 2 diabetes for exampleFor DeepIntent accurate data matched with privacy compliance is paramount Getting the right information to people requires a degree of personalization which is inherently challenging in the healthcare space DeepIntent strictly abides by regulations like the Health Insurance Portability and Accountability Act of 1996 HIPAA which prohibits onetoone targeting based on health dataquotAll of DeepIntent39s technology is built purposefully for healthcare marketers Everything we build is with their unique needs in mindquot Paquette explainsAfter ads are served to HCP and patient audiences their performance is measured and optimized in realtime toward audience quality and script performance rather than typical media KPIs such as clicks and impressions DeepIntent is then able to answer questions for pharmaceutical brands like quotDid I reach a verified patient based on diagnosisquot and quotDid I reach a physician whose patient filled the scriptquotPrior to joining the company Werther spent the majority of her career on the agency side doing strategic media planning within the pharma landscape This gives her insight into the challenges media agencies face when planning and optimizing campaigns Thirdparty measurement solutions typically provide insights on a monthly or quarterly basis which causes a delay that leaves agencies unable to make timely optimizations What may have been actionable insights become quotnicetoknowquot learningsTechnology is constantly evolving which means that tech companies like DeepIntent need to evolve in lockstep Though DeepIntent has indeed evolved over the past six years its mission has remained the same contributing to the company39s strong retention Paquette would like to see DeepIntent continue to do what it39s already doing but on a much larger scalequotWhen we surveyed patients last year we found that 50 are more likely to take a treatment recommendation for something they recognize from advertisingquot he says quotGetting the right information to people drives awareness and fosters more open conversations with their healthcare providers which leads to a healthier population Contributing to that is DeepIntent39s ultimate goal alwaysquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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DeepIntent: Built With Empathy and Connecting Advertisers to Healthcare Pros

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Charlene Weisler

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