PulsePoint Enhances EHR Programmatic Supply with LANE4.io Partnership
PulsePoint Enhances EHR Programmatic Supply with LANE4.io Partnership
In an exciting development for healthcare marketing, PulsePoint announces a new partnership with LANE4.io, a supply-side platform focused on electronic health records (EHR) and e-prescribing workflows. This collaboration marks a significant step forward in PulsePoint's mission to improve healthcare marketing strategies and to provide its clients with an unprecedented reach in the healthcare space.
Expansion of Accessible NPIs
Through this partnership, PulsePoint is set to gain access to over 115,000 additional National Provider Identifiers (NPIs) via LANE4.io's expansive network. This enhancement brings PulsePoint's total accessible NPIs to almost 1 million, solidifying its position as a leader in the healthcare marketing sector. By integrating this substantial inventory, PulsePoint continues to build a diversified portfolio of EHR and point-of-care supply sources, ultimately maximizing the potential audience for its clients.
Walker Linares, Head of Supply Partnerships at PulsePoint, emphasized the importance of reaching the right healthcare professionals (HCPs) at critical moments. "Point-of-care advertising is only as effective as the breadth of relevant prescribers we can connect with in those key clinical moments," he stated.
Seamless Integration for Clients
The partnership with LANE4.io facilitates seamless access to the EHR inventory directly through PulsePoint's programmatic platform. Clients can now manage targeting, frequency control, and measurement in a unified manner alongside their existing healthcare media channels. This cohesive approach is expected to yield improved results for marketing campaigns.
Chad Gottfrid, Founder and President of LANE4.io, expressed excitement about the collaboration. He noted that PulsePoint not only offers demand partners immediate access to EHR inventory but also provides the discipline needed to activate that demand effectively. "Our goal has always been to deliver a streamlined advertising experience within clinical workflows, and PulsePoint’s integration furthers this objective," Gottfrid explained.
Significance of the Partnership
The partnership bears considerable implications for healthcare marketing strategies:
- - Enhanced Channel Orchestration: The integration allows clients to streamline targeting and measurement, creating a more efficient advertising process.
- - Immediate Access to Scale: The addition of LANE4.io’s NPIs significantly broadens the point-of-care physician audience that PulsePoint can offer, making it one of the largest available programmatic audiences in the healthcare space today.
- - Reach at Clinical Decision-Making: The ability to engage with physicians during the EHR and e-prescribing workflow provides a contextually relevant opportunity for marketers to deliver their messages effectively at the moment that matters most.
- - Connection to Patient Engagement: The collaboration also allows for a link between in-workflow EHR engagement and broader healthcare practitioner-to-direct-to-consumer (HCP-to-DTC) capabilities, fostering a more cohesive marketing strategy.
About PulsePoint
PulsePoint, part of Internet Brands, is renowned for utilizing real-world data to optimize marketing performances and transform healthcare decision-making. Through its proprietary datasets and innovative methodology, the platform empowers brands to engage healthcare professionals and consumers with precision, yielding extraordinary results.
About LANE4.io
LANE4.io stands out as the first SSP designed exclusively for EHR and health media advertising. The platform provides direct, programmatic access for marketing campaigns within clinical settings, enhancing brand connectivity with healthcare providers during pivotal patient care moments.
In conclusion, the PulsePoint and LANE4.io partnership signifies an important advancement in healthcare marketing, offering both companies a unique opportunity to meet the evolving needs of healthcare marketers while enhancing access to critical HCP audiences. This collaboration not only broadens access to NPIs but also enriches the marketing ecosystem by creating a more integrated and effective advertising environment for healthcare professionals.
Topics Consumer Technology）
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