Dentsu and BranchLab Join Forces to Revolutionize Healthcare Marketing with AI Technology
In a landmark partnership, Dentsu, a leading global media and marketing firm, has teamed up with BranchLab, a technology pioneer specializing in AI-driven solutions for the healthcare sector. This collaboration aims to transform the way healthcare brands identify and connect with consumers and providers by leveraging advanced AI technology and data-driven insights.
The cornerstone of this alliance is the integration of Dentsu's existing proprietary data with BranchLab's innovative Pathwai™ platform. Pathwai™ utilizes a sophisticated neural network-based modeling system, capable of processing anonymized data to create highly targeted audience segments for healthcare marketing initiatives. The end goal is clear: optimize and elevate the marketing efforts of healthcare clients by ensuring ideal audience engagement while respecting privacy concerns.
By uniting these two technological powerhouses, the partnership strives to redefine audience design. Pathwai™ provides a self-serve interface that grants healthcare marketers autonomy to transform vast demographic databases into privacy-centric audience segments. Utilizing a groundbreaking application of Deep Learning AI, this system empowers users to design, activate, and measure healthcare-specific audiences grounded in actual health outcomes, such as diagnoses and prescription behavior.
As Dentsu enhances its capabilities, audiences can expect significant shifts in how healthcare marketing is approached. According to Brad Fox, Senior Vice President of Health Media at Dentsu, the integration of real-world health outcomes with consumer intelligence represents a substantial evolution in audience design. The collaboration aims to deliver performance enhancement and an enriched qualified reach for healthcare marketers, marking a pivotal moment in the industry.
BranchLab’s capabilities in building brand-specific neural networks, based on anonymized clinical data, allow for advanced data pattern modeling and prediction of target audiences within demographic frameworks. Such technology translates immense amounts of anonymous patient journey data into actionable audience segments that can be activated across myriad media channels, including streaming television, programmatic advertising, social media, and digital platforms.
Michael Parkes, Co-Founder and President of BranchLab, emphasized the importance of this alliance in establishing privacy-conscious and outcome-driven healthcare marketing strategies. By merging Pathwai's predictive capabilities with Dentsu's extensive consumer dataset, they are not only enhancing the quality of audience targeting but also facilitating a transformative approach to healthcare consumer engagement.
The partnership heralds several strategic benefits, such as releasing new value from Dentsu's extensive data resources to help healthcare marketers develop and activate audiences that prioritize privacy. The integration of predictive targeting algorithms will enable marketers to better understand consumer needs and assist them in engaging with health services at an earlier stage in their healthcare journeys.
Real-world outcomes will also continuously enhance these models, providing valuable feedback that drives measurable performance improvements in audience reach. Adapted for HIPAA compliance, the collaboration ensures that the data used for audience modeling is carefully managed to maintain privacy standards while facilitating effective market activation.
This revolutionary launch sets the foundation for a long-term initiative, promising further enhancements in the integration process across Dentsu's product offerings. Future developments aim to unify health intelligence across the marketing spectrum, thereby reinforcing Dentsu's role as a transformative partner in healthcare.
About BranchLab: BranchLab is committed to upholding privacy in healthcare while pushing the boundaries of data-driven marketing innovations. Its Pathwai™ platform has positioned the company as a leader in outcome-based audience design, serving pharmaceutical brands, agencies, and media partners focused on effective healthcare outreach. To learn more, visit BranchLab's Website.
About Dentsu: Established in Tokyo in 1901, Dentsu has evolved into an integrated growth and transformation partner to various organizations across 120 countries. Dentsu combines its talent and resources to provide impactful marketing solutions, ensuring not just brand growth but also societal progress. Discover more at Dentsu's Website.
The cornerstone of this alliance is the integration of Dentsu's existing proprietary data with BranchLab's innovative Pathwai™ platform. Pathwai™ utilizes a sophisticated neural network-based modeling system, capable of processing anonymized data to create highly targeted audience segments for healthcare marketing initiatives. The end goal is clear: optimize and elevate the marketing efforts of healthcare clients by ensuring ideal audience engagement while respecting privacy concerns.
By uniting these two technological powerhouses, the partnership strives to redefine audience design. Pathwai™ provides a self-serve interface that grants healthcare marketers autonomy to transform vast demographic databases into privacy-centric audience segments. Utilizing a groundbreaking application of Deep Learning AI, this system empowers users to design, activate, and measure healthcare-specific audiences grounded in actual health outcomes, such as diagnoses and prescription behavior.
As Dentsu enhances its capabilities, audiences can expect significant shifts in how healthcare marketing is approached. According to Brad Fox, Senior Vice President of Health Media at Dentsu, the integration of real-world health outcomes with consumer intelligence represents a substantial evolution in audience design. The collaboration aims to deliver performance enhancement and an enriched qualified reach for healthcare marketers, marking a pivotal moment in the industry.
BranchLab’s capabilities in building brand-specific neural networks, based on anonymized clinical data, allow for advanced data pattern modeling and prediction of target audiences within demographic frameworks. Such technology translates immense amounts of anonymous patient journey data into actionable audience segments that can be activated across myriad media channels, including streaming television, programmatic advertising, social media, and digital platforms.
Michael Parkes, Co-Founder and President of BranchLab, emphasized the importance of this alliance in establishing privacy-conscious and outcome-driven healthcare marketing strategies. By merging Pathwai's predictive capabilities with Dentsu's extensive consumer dataset, they are not only enhancing the quality of audience targeting but also facilitating a transformative approach to healthcare consumer engagement.
The partnership heralds several strategic benefits, such as releasing new value from Dentsu's extensive data resources to help healthcare marketers develop and activate audiences that prioritize privacy. The integration of predictive targeting algorithms will enable marketers to better understand consumer needs and assist them in engaging with health services at an earlier stage in their healthcare journeys.
Real-world outcomes will also continuously enhance these models, providing valuable feedback that drives measurable performance improvements in audience reach. Adapted for HIPAA compliance, the collaboration ensures that the data used for audience modeling is carefully managed to maintain privacy standards while facilitating effective market activation.
This revolutionary launch sets the foundation for a long-term initiative, promising further enhancements in the integration process across Dentsu's product offerings. Future developments aim to unify health intelligence across the marketing spectrum, thereby reinforcing Dentsu's role as a transformative partner in healthcare.
About BranchLab: BranchLab is committed to upholding privacy in healthcare while pushing the boundaries of data-driven marketing innovations. Its Pathwai™ platform has positioned the company as a leader in outcome-based audience design, serving pharmaceutical brands, agencies, and media partners focused on effective healthcare outreach. To learn more, visit BranchLab's Website.
About Dentsu: Established in Tokyo in 1901, Dentsu has evolved into an integrated growth and transformation partner to various organizations across 120 countries. Dentsu combines its talent and resources to provide impactful marketing solutions, ensuring not just brand growth but also societal progress. Discover more at Dentsu's Website.
Topics Consumer Technology）
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