DeepIntent's Planning Tools Help Healthcare Marketers Improve Targeting

Powered by realworld clinical data that39s compliant with the Health Insurance Portability and Accountability Act of 1996 HIPAA HCP Planner and Patient Planner allow users to reach more than 95 of the HCPs and more than 300 million patients in the US Marketers can use these solutions to create and explore clinically relevant audiences helping them understand the potential of their campaign performancequotAccess to our claims data provides immediate insights about clinical audiencesquot explained Kate Bennett Senior Product Manager at DeepIntent quotFor example you can identify what doctors are prescribing or what types of patients they see by geographic location A brand might want to target providers who complete certain procedures because the treatment efficacy improves when combined with their drugquotWith this data DeepIntent can help marketers get the right information to the right people and help improve patient outcomes For example if someone who has been diagnosed with Type 2 diabetes learns about a new drug that might help them they can bring that information to their HCP to discuss next stepsDeepIntent is constantly innovating targeting capabilities in a privacyforward and HIPAAcompliant manner In 2023 the company plans to allow marketers to onboard thirdparty audiences to Patient Planner This ability to compare and analyze multiple audiences from various data providers will give marketers better insights and make their campaigns more efficient For example they39ll be able to see whether two modeled audiences consist largely of the same patients From there they may decide whether it39s worth paying the costs for both audiencesquotBeing able to onboard audiences that marketers already own not only aligns with DeepIntent39s dataagnostic perspective but also fosters transparency and understanding of audience qualityquot Bennett explainedquotMarketers will be able to compare and analyze different audiences from thirdparty providers to understand if audiences are overlappingquot she addedOnce marketers have optimized their audiences they can forecast their media reach by channel and device before they activate their campaign including incremental reach and audience overlap between linear and connected TV CTV This helps marketers optimize their media plan efficiency by understanding what channels and inventory mix will maximize reach and increase the number of verified patientsOne of Patient Planner39s goals is to help marketers make an informed decision on the investment level between linear and CTV to maximize verified patient reach While pharmaceutical marketers have historically prioritized linear TV they are seeing better results by adding CTV to their marketing mix In an example provided by DeepIntent one top pharmaceutical company and its agency of record Matterkind ran a campaign that combined CTV with online video and display After being exposed to the brand39s messaging patients were 225 more likely to get on script with CTV twice as effective at driving newtobrand prescriptions than the other two channelsquotWhat we39ve found in both our research and also in partnering with LG Ads Solutions is that up to 80 of healthcare companies39 potential patients are on CTV so only 20 of your audiences are only reachable on linearquot said BennettOnce audiences have been determined and campaigns have been deployed marketers need to measure and optimize them With DeepIntent Outcomes a patented optimization engine that links realworld clinical data with impression data marketers can see how well campaigns are performing in near realtime specifically if a media channel reached the verified patient audience and if they got on script These insights can not only improve live campaigns but also help inform future campaignsWhen marketers put the entire process together HCPs and patients both end up with more information They can then work together to achieve the best possible results for the health of patients according to BennettquotDeepIntent looks to get the right message to the right person at the right time in their medical health care journeyquot she added quotSometimes that means running integrated campaigns that target HCPs and patients at the same time I think that39s the trend that we39re seeing and the direction we39re seeing a lot of our advertisers goquotClick 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's Planning Tools Help Healthcare Marketers Improve Targeting

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Paige Albiniak

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DeepIntent's Planning Tools Help Healthcare Marketers Improve Targeting

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