Five Ways DeepIntent Helped Healthcare Advertisers in 2021

2021 was an exciting year for DeepIntent. To name just a few achievements, we celebrated our fifth anniversary in April, grew our employee headcount from 50 to 180 people across the U.S. and India, and won multiple awards for leadership, product innovation, and even company of the year!

While it’s important to celebrate these milestones as a company, we also want to recognize the strides we’ve made to enhance our platform and deliver the best healthcare advertising experience for our clients and partners. As 2021 comes to a close, let’s look back on the top five contributions DeepIntent has made to the world of healthcare advertising and how we’ve delivered for our clients.

1. The Launch of DeepIntent Outcomes™

In April, we launched one of our most significant innovations yet: DeepIntent Outcomes, a patented optimization engine that is proven to drive higher audience quality and script performance. Powered by predictive algorithms and ongoing machine learning, DeepIntent Outcomes gives advertisers the ability to optimize campaigns in-flight based on the metrics that matter most, helping to uncover insights in real-time, lower campaign costs, and drive more efficient media.

DeepIntent Outcomes was officially awarded a U.S. patent in July and was named one of the most innovative products of 2021 by PM360. With patented technology, DeepIntent’s is the first and only healthcare demand side platform proven to drive up to 35%* higher script performance through the use of real-world clinical data.

2. Noteworthy New Partnerships

One of the things we pride ourselves on most at DeepIntent is our partnerships — after all, our healthcare DSP would not be what it is today without them. This year, we formed even more partnerships that will help us continue to ensure our clients are able to plan, activate, optimize, and measure their healthcare advertising campaigns, all within a single platform.

With connected TV poised to become one of the most in-demand healthcare advertising channels in 2022, we’ve focused on expanding our CTV Marketplace to include access to premium video content from NBCUniversal, Discovery+, Roku, Hulu, and many more. Partnering with FreeWheel this summer was also crucial to strengthening our CTV offering — after a thorough vetting process, DeepIntent became the first healthcare DSP to directly integrate with FreeWheel’s vast inventory of CTV ad space. But our biggest announcement of the year came in November when DeepIntent was named the exclusive healthcare DSP for LG Ads Solutions, giving healthcare marketers priority and exclusive access to CTV inventory to reach healthcare audiences across 20 million+ households nationwide.

3. Our First Foray Into Patient Research

Given that our platform is designed to help connect advertisers with the right healthcare audiences, we wanted to provide some context around how those advertising messages were being received.

Twice this year, we surveyed patients on their attitudes towards pharmaceutical ads, and whether they find them relevant and informative enough to spark a conversation about their treatment options with a healthcare provider. Findings from this research revealed that 30% of patients don’t feel well informed about their prescription drug options before speaking with a provider, and 51% of patients find ads more memorable when they are relevant to their medical needs and conditions.

With 64% of respondents stating they could benefit from more personalized, timely, and informative ads, the results are clear — pharma marketers have a great opportunity to improve their advertising strategy, and there’s no better platform for reaching healthcare audiences at scale, with unparalleled efficiency and reach, than DeepIntent.

4. The Debut of Audience Marketplace

DeepIntent Outcomes wasn’t the only healthcare advertising innovation we introduced in 2021. In September, we saw the launch of Audience Marketplace, the industry’s first and only healthcare data marketplace, as yet another example of how we continue to reimagine what’s possible at the intersection of real-world health data and programmatic advertising. Cookieless by design, Audience Marketplace enables advertisers to seamlessly activate custom or ready-to-use HCP and patient audience segments with leading health data providers and endemic publishers.

One of the key components of this launch was partnering with a select group of premium data providers, including MedData Group, ShareThis, Fluent, Healthlink Dimensions, and DocDelta. By giving our clients direct access to curated audience segments within our platform, they can instantly activate these audiences in our DSP across channels and devices, resulting in better cookieless match rates and reach compared to third-party onboarding platforms.

5. Our Return to In-Person Events

Reunited and it feels so good! After a worldwide hiatus from in-person events, we knew we had to make a big splash at our first major conference in almost two years. Digital Pharma East took place in late September in Philadelphia, and we made sure to pull out all the stops. In between providing demos of our platform at our booth and hosting a lively rooftop party for our clients, several DeepIntent leaders took the stage to share their healthcare and pharma advertising expertise with attendees. CEO Chris Paquette even gave a keynote address where he spoke about the convergence of digital health data and digital marketing, and how it drives everything we do at DeepIntent.

Needless to say, Digital Pharma East was a huge success and an exciting preview of what’s to come in 2022. Not only was it a great opportunity to reconnect with our clients and industry peers, but it was also a place to grow our network and plant the seeds for potential partnerships for the future — as always, with our advertisers’ needs in mind.

Thanks for recapping our year in review with us! We’re excited to build on this momentum and bring you more healthcare advertising innovation in 2022.

*Data collected from case-match control study of a beta program running HCP and Patient digital advertising; integrated exposures vs. control group

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