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PulsePoint Expands Verification Capabilities to YouTube

PulsePoint, a leading player in healthcare marketing technology, has recently broadened its capabilities by integrating Audience Manager with YouTube. This strategic move allows healthcare marketers to activate verified healthcare provider (HCP) audiences based on National Provider Identifier (NPI) levels directly on the most popular video platform. As a result, PulsePoint strengthens its omnichannel approach, allowing brands to seamlessly reach their target audience across various digital environments, including YouTube, social media, email newsletters, connected TV, and audio platforms.

The Significance of YouTube for Healthcare Professionals

Recent surveys indicate that approximately 58% of healthcare providers prefer YouTube as a primary source for clinical, educational, or professional content. This positions YouTube as a crucial platform for information dissemination in the healthcare sector, ahead of many traditional social media channels. However, many marketing efforts on video platforms lacked the precision needed for healthcare marketing, as there had been no reliable method to ensure that brands effectively reached prescribers verified at the NPI level. PulsePoint's new offering addresses this issue by providing a robust method for targeting verified audiences in YouTube campaigns.

Ezra Suveyke, Chief Product and Technology Officer at PulsePoint, emphasized the importance of video in healthcare communications. He stated, "Video has become one of the most trusted formats for clinical education, with HCPs utilizing it for explanations, procedural walkthroughs, and more. By implementing verified NPI targeting on YouTube, we empower health marketers to reach their audience with the precision they require in the format that physicians prefer for learning purposes."

Adapting to Market Changes

The introduction of verified targeting on YouTube comes at a time when limitations on television advertising have pushed pharmaceutical brands to rethink their video marketing strategies. This has opened up opportunities for marketers to invest in verifiable digital video channels like YouTube, which can dynamically cater to their target audiences.

For those already running HCP-targeted campaigns on Connected TV, the integration into YouTube offers a straightforward progression. Existing video creatives can be efficiently adapted for this platform, enabling brands to expand their established campaigns into a larger audience segment without starting anew.

Comprehensive Measurement and Insights

Beyond just activating verified audiences, PulsePoint also enhances campaign performance by providing comprehensive insights into video engagements. Their platform allows for granular reporting at the NPI level and integrates those insights with the entire media mix. This unification gives marketers a clearer view of their outreach performance rather than relying on fragmented data across various tools.

Through these advanced capabilities, marketers can base their optimization decisions on verified HCP interactions rather than relying on generalized video metrics. This integrated approach effectively completes the cycle of activation, measurement, and optimization on a single platform.

In early tests of this new feature, campaigns utilizing PulsePoint’s Audience Manager lists on YouTube achieved a remarkable 1.9 times higher click-through rate compared to broader demographic targeting strategies.

As PulsePoint includes YouTube in its Audience Manager, it ensures the continuity of HCP identity from when they first engage with video content through to every other marketing touchpoint. This atomic level of tracking and targeting revolutionizes how healthcare marketing can interact with prescribers, ensuring brands deliver tailored messaging at each stage of their marketing funnel.

About PulsePoint

PulsePoint operates as a division of Internet Brands and has garnered numerous accolades for its innovative approach to using real-time data to optimize campaign success. By employing proprietary datasets and methodologies, PulsePoint accurately targets healthcare professionals and consumer demographics, achieving unmatched results for its clientele. For more details on PulsePoint’s services, visit pulsepoint.com.