#USA #New York #PulsePoint #Flora Health #EHR Marketing

PulsePoint and Flora Health Extend Partnership to Optimize EHR Marketing for Healthcare Brands

In a significant move for the healthcare marketing landscape, PulsePoint, a leader in transforming healthcare marketing through technology, has announced the extension of its exclusive programmatic Electronic Health Record (EHR) strategic partnership with Flora Health. This collaboration aims to enhance in-workflow engagement for life sciences brands, enabling them to tap into Flora Health's expansive network and innovative technological capabilities.

Strengthening EHR Campaigns

Since the inception of their partnership, PulsePoint and Flora Health have shown remarkable results in programmatic EHR campaigns. A standout example includes a recent campaign by Butler/Till that utilized PulsePoint's integration with the Flora Health platform. Over a seven-month period, this collaboration succeeded in achieving an impressive increase in prescriptions—a +16.4 in Total Prescriptions (TRx) and a +9.6 in New Prescriptions (NRx) compared to a control group. Such outcomes underscore the effectiveness of using programmatic approaches in healthcare marketing.

This extended agreement allows life sciences brands seamless access to Flora Health-enabled programmatic EHR inventory, integrated as part of PulsePoint's extensive EHR marketing offering. With access to a massive network reaching over 1 million healthcare professionals (HCPs) during critical decision-making moments, brands can now execute campaigns with renewed motivation and influence.

Omnichannel Strategy at Scale

A crucial aspect of this partnership is how it integrates EHR media into a comprehensive omnichannel strategy. Historically, EHR buying has been segregated from other marketing channels. The collaboration between PulsePoint and Flora Health incorporates EHR media into PulsePoint's Demand-Side Platform (DSP), allowing brands to apply consistent targeting, frequency capping, measurement, and optimization across all channels. This means that healthcare marketers can create a unified approach to engage HCPs effectively.

Furthermore, the partnership highlights the potential downstream impact of HCP-to-Direct-to-Consumer (DTC) connectivity. By engaging healthcare professionals at the prescribing juncture, brands can create a robust link to subsequent patient engagement efforts. This is pertinent for cultivating a strong relationship between clinical interactions and patient-facing initiatives, which is essential for maximizing efficacy in healthcare marketing.

Innovative Optimization and Reporting

PulsePoint's proprietary Adaptive Optimization™ technology extends its effectiveness to EHR inventory. This mechanism continuously refines campaign delivery, adjusting in real-time to align with actual performance across various channels, further enhancing the overall efficiency and impact of marketing campaigns.

Moreover, PulsePoint applies a clinical signal-based methodology to EHR activations, offering transparency in reporting that often remains elusive with traditional EHR vendors. This cutting-edge approach enables life sciences brands to obtain real-time insights as they engage with healthcare professionals, transforming data into actionable strategies.

Industry Perspectives

Keith Matt, Group Vice President of Sales at PulsePoint, stated, "Extending our exclusive programmatic EHR agreement with Flora Health amplifies our capacity to deliver scalable engagements. This makes PulsePoint the only platform that provides EHR integration in coordination with broader healthcare professional strategies. Our exclusive media access through Flora Health, combined with our robust EHR footprint, ensures our partners receive unparalleled flexibility and reach in their campaigns."

In line with this, Sai Siramdas, Chief Technology Officer at Flora Health, noted, "The future of healthcare marketing hinges on the integration of clinical workflows. Our extended partnership with PulsePoint plays a critical role in ensuring life sciences brands can resonate with healthcare professionals more effectively at the point of care."

About the Companies

PulsePoint is an award-winning technology firm under Internet Brands that utilizes real-world data to enhance campaign performance and revolutionize health decision-making processes. Their innovative platform allows brands to engage with healthcare professionals and consumer populations with unprecedented accuracy.

Flora Health, on the other hand, focuses on seamlessly integrating workflows within care delivery, patient access, and health systems. Their objective is to facilitate collaboration and connectivity among information, capabilities, and partners in the healthcare ecosystem.

For further details regarding these advancements in marketing for life sciences, both companies encourage interested parties to visit their respective websites for more information.