#USA #New York #Healthcare Marketing #Audience Manager #PulsePoint

PulsePoint Enhances Healthcare Marketing with HCP Targeting

PulsePoint, a pioneering technology enterprise in the realm of healthcare marketing, has recently broadened its Audience Manager tool. This strategic expansion now includes functionality for Google Search and Microsoft Bing. This advancement aims to grant healthcare marketers verified audience engagement and activation at the NPI (National Provider Identifier) level in environments that healthcare professionals (HCPs) predominantly use for researching clinical information.

In today's digital age, it's critical to understand where and how healthcare professionals gather data. According to recent findings, over 94% of HCPs utilize search engines to seek out information regarding pharmaceutical products. Notably, this form of research holds immense influence—search results are six times more likely to sway healthcare professionals’ treatment decisions compared to other tools like GPT or AI-driven resources. However, traditional search engines often fall short, lacking the necessary transparency, precision, and auditability that accountable HCP marketing requires.

To bridge this gap, PulsePoint’s Audience Manager and DirectMatch™ technology come into play. These innovations allow brands to identify and engage with verified NPIs within Google and Microsoft Bing search results, forming part of a cohesive omnichannel strategy that incorporates platforms such as social media, electronic health records (EHR), display advertising, connected TV, and audio marketing.

Ezra Suveyke, Chief Product and Technology Officer at PulsePoint, emphasized the importance of search as a fundamental research environment for healthcare professionals. He remarked, "By integrating our Audience Manager into Google Search and Microsoft Bing, we provide health marketers with verified NPI access in one of the most widely used research spaces in medicine, enhancing the omnichannel accuracy that PulsePoint is recognized for."

The Audience Manager tool is not just about access; it also offers detailed Physician-Level Data (PLD) reporting. This provides an insightful view of engagement metrics at the NPI level, breaking down factors such as keyword performance, ad group effectiveness, medical specialty, and engagement timestamps. For brands seeking a comprehensive understanding beyond mere search metrics, HCP365 extends analysis across all search activities and the wider media mix. This enables marketers to make informed optimization decisions based on validated HCP engagement data.

This recent expansion of the Audience Manager signifies a pivotal moment in PulsePoint's mission to build a robust omnichannel platform tailored for HCP engagement. Here, first-party data plays a crucial role by ensuring consistent, NPI-verified interactions initiated when an HCP searches for clinical data and throughout all subsequent touchpoints. As the landscape of HCP marketing continues to evolve and intensify, the need for clear ROI (Return on Investment) from various channels becomes paramount. PulsePoint equips health marketers with the necessary infrastructure to connect with the right clinicians on the appropriate platforms, ensuring that these interactions are backed with legitimate data and can be acted upon effectively at scale.

PulsePoint is a division of Internet Brands and is celebrated for utilizing real-world data in real-time to enhance campaign outcomes and revolutionize health decision-making processes. By leveraging its unique datasets and methodologies, PulsePoint targets both healthcare professionals and consumer audiences with unparalleled accuracy, delivering exceptional results to its clients. For those interested in maximizing their marketing efforts in the healthcare space, detailed information can be found at pulsepoint.com.