PulsePoint Launches Adaptive Optimization
Unlike current approaches that primarily optimise around media variables, PulsePoint’s Adaptive Optimization enables marketers to apply clinically relevant signals to campaign optimisation.
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PulsePoint, the healthcare marketing technology company, has announced the release of Adaptive Optimization, an AI-powered capability that leverages a direct understanding of clinicians and deidentified patient cohorts to optimise campaign delivery in real time.
This innovation strengthens PulsePoint’s leadership in healthcare professional (HCP) marketing while creating a hard reset on expectations in direct-to-consumer (DTC) campaigns.
“Eighteen months ago, we started to examine how DTC campaigns are executed across the pharmaceutical brand market,” said Ezra Suveyke, Chief Product Officer at PulsePoint.
“We realised the industry is riddled with waste, with far too much budget being spent on consumers who have no relevance to the brand. Adaptive Optimization addresses this head-on by optimising budgets toward cohorts within an audience where we have greater confidence they will be receptive to the brand’s message.”
Unlike current approaches that primarily optimise around media variables, Adaptive Optimization enables marketers to apply clinically relevant signals to campaign optimisation.
The product’s ability to interact with a clinical cleanroom, while aligning with privacy and compliance guidelines allows for continual rescoring of cohorts within the brand’s audience and dynamic reallocation of budgets to drive campaign performance.
PulsePoint has seen significant improvements in campaign performance. In beta testing across multiple DTC campaigns, Audience Optimization meaningfully improved qualified audience reach and reduced media waste.
“Our deep health data foundation and singular focus on health has enabled us to develop solutions that no generalist DSP could deliver,” said Parker Noren, Senior Vice President, Growth and Strategy, at PulsePoint, Medscape, and WebMD.
“Because of that focus, we deeply understand the compliance rigour and sensitivity and respect required when communicating with consumer and clinician audiences.”
With this launch, PulsePoint sets a new standard for precision and efficiency in health marketing, empowering brands to maximise impact and minimise waste.
