#United States #New York #Healthcare Marketing #DeepIntent #Lane4.io

DeepIntent and Lane4.io Collaboration

In a significant move for healthcare advertising, DeepIntent, renowned as a leading demand-side platform (DSP) specializing in healthcare, has announced a strategic alliance with Lane4.io. This partnership aims to revolutionize programmatic access to point-of-care (POC) media, laying the groundwork for a fresh approach to inventory management within healthcare marketing.

Lane4.io is acknowledged as the first and only supply-side platform (SSP) tailored specifically for Electronic Health Records (EHR) and health-related media advertising. This unique setup promises to provide marketers with enhanced programmatic access to critical patient touchpoints, thereby optimizing the effectiveness of their advertising strategies.

During the unveiling of this partnership, Chad Gottfrid, the CEO of Lane4.io, expressed enthusiasm about collaborating with DeepIntent, a brand that has been instrumental in setting high standards within programmatic healthcare advertising. Gottfrid emphasized that Lane4.io was developed explicitly to serve marketers, rather than just enhancing existing clinical workflows. He stated, "Together, we're giving pharma brands a clean, scalable way to reach providers at the most important moment in the patient journey."

Expanded Capabilities and Reach

The collaboration brings forth a host of new capabilities for clients using DeepIntent's services:

• - Enhanced reach, allowing marketers to connect with healthcare providers at crucial moments of patient care.
• - Introduction of National Provider Identifier (NPI)-level trigger-based messaging, a novel feature in the DeepIntent platform.
• - Expanded coverage across six EHR systems and access to a network of 158,000 unique physicians.
• - Integration of point-of-care signals that enrich measurement and optimization strategies across all channels.

Marketers are keenly aware that the total media spend on POC advertising exceeded $1 billion in 2024. This current landscape clearly indicates that the POC channel is primed for the programmatic infrastructure that advertisers are accustomed to using in other media sectors. The collaboration between DeepIntent and Lane4.io empowers brands to seamlessly incorporate POC inventory into their omnichannel marketing strategies.

Lisa Kopp Johnson, Chief Revenue Officer at DeepIntent, stressed the importance of this partnership, remarking, "The next era of healthcare marketing is personal, real-time, and increasingly shaped by the moments where care decisions are made. This partnership gives our clients extended reach and scale to activate true omnichannel strategies by connecting point-of-care engagement with measurable outcomes." Johnson noted that, alongside partners like Lane4.io, DeepIntent is committed to constructing an industry-leading marketplace rich in inventory relevant to today’s healthcare marketers, particularly in the essential area of point-of-care media.

The upgrades and new capabilities resulting from this partnership are set to be available to DeepIntent clients in mid-June 2026.

About DeepIntent and Lane4.io

DeepIntent is recognized as the authoritative healthcare marketing demand-side platform built to assist marketers in planning, activating, and optimizing data-driven campaigns effectively. Their platform is supported by patented technology that merges media management, identity verification, and real-world clinical data, ensuring privacy-safe, omnichannel marketing performance.

Lane4.io, on the other hand, provides a distinctive SSP that was purposefully designed for healthcare-specific inventory needs, facilitating a programmatic marketing environment that aligns perfectly with EHR systems. The platform integrates data insights and supports retail activation with efficiency and precision.

This partnership outlines a promising future for healthcare marketing, focusing on delivering quality engagement strategies at pivotal points in the patient care journey.