DeepIntent launched a tool to assist pharma brands and marketing agencies in reaching target audiences and activating programmatic campaigns, the ad-tech firm said Wednesday.
Called Patient Planner, it unites medical and pharmacy claims data on a demand-side platform for the purpose of creating patient audiences and planning campaigns. Brands can also use the HIPAA-compliant tool to understand patient cohorts across different digital properties.
DeepIntent CEO Chris Paquette said its purpose is to address the time and cost concerns facing media and programmatic teams.
“Instead of a client emailing an RFP to a data provider and then waiting for an answer on how many patients they can reach, they can now go to where everything is indexed in real time through one self-service platform,” he explained.
That insight extends to TV planning, where a feature combines automated content recognition (ACR) viewership data with clinical data in an effort to improve the reach and efficiency of these campaigns. Marketers can tap into how much of a particular target patient audience is accessible through linear TV, CTV or both, said Paquette, a 2021 MM+M 40 Under 40 honoree.
“If you’re a marketer dealing with a finite budget, you’ll now know exactly how many patients are linear only or CTV only and then you can more effectively plan where to place those advertising dollars to get the highest ROI,” he said.
The numerous datasets are designed to give marketers access to as much actionable information as possible.
“Our goal is to figure out how we help better match-make, because at the end of the day, we’re connecting buyers with sellers on both media and data,” Paquette added. “This is going to be the marketplace for a lot of those interactions.”
The launch comes one month after DeepIntent named WarnerMedia veteran Amit Chaturvedi as its first chief operating officer. Chaturvedi recently underscored his plans for bolstering company operations and his thoughts on changes in media consumption.
