Patient Reach Guarantee by DeepIntent
The healthcare advertising company DeepIntent will now guarantee its clients on the number of verified patients reached across connected TV (CTV), display, and digital video by programmatic campaigns on its demand side platform.
DeepIntent’s Patient Reach Guarantee states that their content will reach verified patients, as defined by medical claims codes. “By harnessing the power of privacy-safe machine learning with real-world clinical and pharmacy claims data, DeepIntent can confidently predict and guarantee how many qualified patients can be reached during a given period across formats. This is a first for digital campaigns in healthcare, which now can benefit from the scale afforded by programmatic trading with a committed level of performance,” said John Mangano, Senior Vice President, Analytics, at DeepIntent. “By backing up our proprietary technology with an industry-leading guarantee, DeepIntent is the clear choice for healthcare marketers that value verifiable performance at scale.”
The unique offering is possible due to the company’s patented technology, DeepIntent Outcomes, which links real-world clinical data with impression data to measure and optimize live campaigns. It allows DeepIntent to precisely predict the number of on-target patients that a given campaign can reach across all formats. Currently, the Patient Reach Guarantee is available for most common diseases, such as asthma, chronic obstructive pulmonary disease, and plaque psoriasis, as well as rare diseases affecting smaller patient populations.
CMI Media Group Launches Inclusivity Investment Practice
The leading healthcare media planner has launched an Inclusive Media Center of Excellence to strategically drive investment in underserved audiences as well as provide equitable coverage and access to information to support their healthcare journeys. CMI Media Group, a WPP company, set out to hone an approach to inclusive media that includes audience intelligence, message resonation, partner selection, and omnichannel pull-through.
“Healthcare media deserves a more human campaign,” explained Justin Freid, Chief Media & Innovation Officer, CMI Media Group. “There is criticality to reaching audiences in the way they want to be reached. Marketing methods of reaching people are more advanced than ever, and the approach and messaging needs to likewise evolve to be inclusive of individuals’ cultures and preferences. We are having intention-based strategic conversations with clients where inclusivity is a main point, not an afterthought.”
Four New Real-Time Data Apps by Veeva
Veeva Systems has announced four new data applications to its Veeva Link platform, which will allow teams to gain real-time intelligence on health systems, scientific awareness and sentiment, and medical insights. The four new Link products join the Link for Key People application, which is used to identify, profile, and keep track of global scientific and medical experts across more than 20 therapeutic areas.
The additions to the Veeva Link family of data applications include: 1) Veeva Link for Key Accounts, intelligence on major health systems, including profiles, most important people, and activities; 2) Veeva Link for Scientific Awareness, scientific awareness and sentiment data for specific medicines and therapies; 3) Veeva Link for Medical Insights, a workflow application to surface, curate, and share medical insights across the enterprise; and 4) Veeva Link+, for agile workflow and relationship management to help companies to easily plan, collaborate, and review their engagements with medical and scientific experts across functions and regions. The applications should be made available sometime between the summer of 2022 and early in 2023.
“Organizations need better real-time intelligence to drive medical and commercial excellence,” said Kilian Weiss, General Manager of Veeva Link. “Veeva Link is playing an important role in accelerating insights and advancing engagement so our customers can improve research and care.”
Relevate Health Acquires ConneXion360
Relevate Health, a leader in HCP omnichannel engagement, acquired the Dallas-based ConneXion360, along with its National Broadcast capabilities and OnDemand platform for “non-personal” engagement. With this acquisition, Relevate Health can offer agency services to more than 185 brands from 90 pharmaceutical, biotech, and medical device manufacturers, as well as 24 hospital systems. ConneXion360’s industry-leading Treatment Perspectives Recruitment Network now allows the company’s clients to gain access to difficult-to-reach health systems and HCPs, offering precision messaging at the point-of-care and point-of-prescribing and key account messaging for 1:1 engagement.
The recruitment company’s platforms will be integrated into Relevate Health’s proprietary ElevatedRelevance℠ data platform to cultivate unique and actionable content, market selection, and Key Opinion Leader identification insights for its clients.
“Relevate Health is known for its use of data and machine learning to create locally relevant messages that are scalable,” said George Griffith, Co-Founder & CEO of ConneXion360. “By adding ConneXion360’s Treatment Perspectives Recruitment Network and our portfolio of proprietary Treatment Perspectives National & Local HCP Message Engagement Solutions, we can engage target HCPs with more precision, personalization, and relevancy at both national and local levels. Our clients now have access to a single premier partner with a full suite of product-driven, data-based solutions.”
Teva Stymies Austedo Generic Release
Teva’s sales of tardive dyskinesia (TD) treatment Austedo hit a wall in 2021. Following the recent settlement of a lawsuit filed against Lupin last July, Teva has one less generic competitor—for now. Teva filed lawsuits against both Lupin and Aurobindo, another India-based generic company with a generic TD treatment, citing multiple patents on Austedo. Having only reached a settlement with Lupin, the generic drugmaker will not be releasing its version of Austedo in the U.S. until April 2033. The suit with Aurobindo remains unresolved.
TD is a condition that causes involuntary jerky movements, mostly in the shoulders, hips, and face. It is triggered by antipsychotic treatments such as those for schizophrenia and bipolar disorder, and affects 500,000 individuals in the U.S.
Lasso Launches New Publisher Suite
Lasso, an omnichannel platform for healthcare marketing and analytics, announced the launch of its new endemic Publisher Suite. This new business expansion will extend the same end-to-end platform solutions Lasso previously pioneered for healthcare marketers to endemic healthcare publishers. The Publisher Suite provides a singular dashboard with access to each module of the selling journey, including: monetization (comprehensive ad serving and programmatic tools for publisher direct sales and monetization through Lasso’s endemic advertising marketplace); extension (plan and activate audience and reach extension campaigns by leveraging Lasso Blueprint, a self-service audience builder for healthcare); and measurement (understand the end-to-end, real-world performance of campaigns with built-in Rx lift and audience quality analytics).
The platform is already connecting leading agencies such as Klick Health, Good Apple, and Fingerpaint, who are bringing high-value demand, to healthcare publishers such as GoodRx, Haymarket Media, HMP Global, The Doctor’s Channel, Global RPH, and many others. For marketers, Lasso’s platform serves as a one-stop shop, offering complete control and a harmonious experience for both endemic and non-endemic campaigns.
“As healthcare marketing rapidly transitions to digital and programmatic channels, endemic healthcare publishers have had to implement fragmented technology solutions or adopt platforms that are ill-suited for the healthcare vertical to meet the opportunity,” said Eric Shih, Chief Growth Officer, Lasso. “With the introduction of the Lasso Publisher Suite, we are now empowering these endemic publishers with best-in-class, end-to-end technology that delivers on their digital advertising and marketing needs.”
