PulsePoint and CMI Media Group Revolutionize Marketing with HCP2DTC Influence Activation

PulsePoint and CMI Media Group's New Agency Activation

In a significant development for healthcare marketing, PulsePoint, a recognized leader in the field, has launched its inaugural agency activation of HCP2DTC Influence™. This innovative solution aims to connect healthcare provider intelligence directly to consumer marketing strategies, effectively closing the gap between healthcare professionals (HCP) and patients.

The collaboration with CMI Media Group, the first agency to adopt this unique approach, is set to impact a prominent oncology brand. By activating HCP2DTC Influence™, CMI Media Group is at the forefront of integrating physician marketing with patient engagement, an area previously plagued by disconnect.

Traditionally, pharmaceutical marketers have excelled in understanding the healthcare professionals vital to their branding. However, this intelligence has often remained confined to HCP campaigns. With HCP2DTC Influence™, this barrier is dismantled. Marketers can now utilize their strategies aimed at physicians to inform and enhance direct-to-consumer interactions.

Andrew Stark, PulsePoint's Chief Commercial Officer, highlighted the historical challenge of bridging HCP and DTC campaigns. In addressing the industry's blind spots, he stated, "The disconnect between HCP and DTC programs has been one of pharma media's most persistent blind spots. CMI Media Group immediately recognized the opportunity to bridge that gap and became the first agency to activate HCP2DTC Influence™. This is an important milestone as we continue expanding the solution with additional agency and pharmaceutical partners."

Furthermore, Justin Freid, Group President of Media at CMI Media Group, emphasized the importance of strategic synergies between DTC and HCP for ensuring successful campaigns and enhanced patient outcomes. He expressed enthusiasm for this capability, which PulsePoint is delivering.

This landmark deployment does more than signify a commercial activation; it validates a model that can yield measurable impacts across both HCP and DTC audiences. By establishing a unified programmatic strategy, this initiative promises a new paradigm for health marketing, bridging various previously isolated marketing efforts.

PulsePoint aims to continue evolving its HCP2DTC Influence innovations, fostering collaborations with both clients and agency partners. The platform is distinctly designed for pharmaceutical and health marketing, leveraging first-party clinical-grade data, omnichannel activation, and outcome-linked measurement to deliver the right messages to the right audiences at critical moments.

About the Companies

PulsePoint is distinguished in the advertising technology landscape, tailored specifically for the pharmaceutical and health marketing sector. By integrating innovative technology with data-driven solutions, PulsePoint enables its clients to effectively connect with healthcare professionals and patients alike.

CMI Media Group, part of WPP, is at the vanguard of health-centric media agencies. With dedicated services encompassing audience strategy, analytics, and direct response, it caters exclusively to the health and pharmaceutical market. The agency prides itself on fostering inclusive practices and nurturing talent, establishing itself as a top employer within the industry.

With HCP2DTC Influence™, the landscape of healthcare marketing is set to evolve, shaping the way pharmaceuticals engage with both the healthcare community and patients. This revolutionary step marks a pivotal advancement towards a more interconnected approach in health marketing.