Achieve Unmatched Scale Through Programmatic EHR

September 25, 2023
Alissa Lopez

What Is Programmatic EHR?

Electronic health records (EHR) are digital copies of a patient’s medical history, including conditions, diagnoses, and treatments, that are kept in a centralized system. Because HCPs access EHR systems on a daily basis, it’s an ideal channel for reaching them with relevant brand messages during high-value, point-of-care moments.

EHR advertisements are displayed throughout an HCP’s daily clinical workflow, and ad placement can be strategically made in moments when they are consulting, diagnosing, or treating patients. While life science brands can also leverage direct buys with their EHR partners to activate these opportunities, programmatic EHR activation goes a step further—providing scalable clinical workflow engagement and transparent reporting for 100% of HCPs reached.

Programmatic activation enables brands to target multiple EHR platforms at once versus manage each platform directly. Since HCPs use only one EHR platform per private practice, delivering against multiple EHRs allows a brand to maximize their scale and reach. That translates to little to no overlap in HCPs reached on EHR platforms, making a scalable supply through programmatic EHR activation more advantageous than one-off direct buys. This also allows brands to unify EHR campaign planning and execution at scale, while optimizing an HCPs omnichannel experience to enhance the likelihood of target HCP conversion.

PulsePoint’s Programmatic EHR Solution

PulsePoint’s programmatic EHR offering leverages best-in-class inventory partners like Veradigm and Office Ally, which, combined, provide the largest programmatic EHR supply with over 70,000 HCPs across 30+ specialties at private practices. This represents about 20% of ad-supporting EHR platforms, with new partners continually being added to the platform.

Leveraging these partnerships within PulsePoint’s health-focused Demand Side Platform (DSP) offers marketers the exclusive ability to not only unify campaign planning and execution across multiple EHR platforms, but multiple channels and devices as well.

How Programmatic EHR Fits Into Your Omnichannel Campaign

PulsePoint’s health-centric audiences can be activated across all devices, channels, inventory, and creative types. Coordinating media programmatically across devices and channels, from clinical workflow to at-home moments watching CTV, adds an additional layer for capturing engagement data, enhances targeted reach throughout the health journey, and improves brand experiences and overall campaign influence.

Every digital and clinical action an HCP takes across channels is tracked and stored via PulsePoint’s exclusive Direct Match technology, which enables deterministic, one-to-one targeting and reporting on HCPs by their verified NPI number, with up to a 95% match rate. Through Direct Match, you can target any HCP accessing their EHR platform, including MD/DO, NP/PA, and nurses.

Clients activate these insights either via the NPI list they provide or by leveraging PulsePoint’s dynamic Smart Lists, which automate target lists of engaged HCPs based on real-time digital and clinical signals. When using Smart Lists, clients define what behaviors or audience attributes trigger new NPIs to get added to a campaign’s targeted audience, whether it’s based on historical brand site engagement, clinical activity, HCP specialty, or other custom parameters. According to PulsePoint’s 2023 State of Programmatic Health Media report, average total prescriptions increased by 46% for HCPs reached through a Smart List.

By understanding the consumer’s mindset and behaviors during and between clinical and offline moments, marketers can deliver specific messages and formats via the channel most likely to engage the relevant audience—at an optimal frequency and with the added ability to measure results and impact in real-time.

The breadth of insights observed gives PulsePoint a better understanding of the audiences brands intend to reach through their unique attributes and what they do contextually and clinically. In fact, 89% of surveyed organizations said PulsePoint’s omnichannel capabilities are better than other platforms they’ve worked with or are working with, according to TechValidate. This customer data is critical for brands looking to optimize performance for health-centric marketing campaigns.

Transparent Reporting for 100% of HCPs Reached

As campaigns run on PulsePoint, clients gain visibility into how they perform in real time, measuring every touchpoint along the health journey via omnichannel analytics for deeper insights that inform strategy.

For programmatic EHR, PulsePoint offers 100% NPI reporting instantly, including clicks, for all exposed unique HCPs, as well as daily campaign metrics down to the time of day NPIs were exposed, which are refreshed instantly in platform. In comparison, direct buys do not report back on all exposed HCPs, do not report on clicks, and are limited to month-long reporting lags.

Transparent reporting of real-time clinical insights, as well as frequency reporting, via in-platform, real-time dashboard views offers granular visibility into the impact of an EHR campaign on script writing, including Rx fills, making it easy to measure progress toward goals and determine campaign ROI. In fact, 88% of surveyed organizations said PulsePoint’s immediate measurement is better compared to other platforms, and 94% said their campaigns perform better in terms of Rx lift, according to TechValidate.

With PulsePoint’s measurement solutions, clients can understand and activate campaign optimization, improve targeting to maximize impact, and verify strategy accuracy.

Programmatic EHR in Practice

To kickstart a programmatic EHR campaign, brands can select multiple EHR platforms to reach target HCPs during their daily clinical workflows.

PulsePoint enables health marketers to segment their target audiences based on historical clinical behaviors, demographic insights, their location, and/or their level of health-related digital content engagement.

This means clients can segment their master target list into more strategically focused populations based on unique characteristics or audience needs, and set and measure multiple KPIs to achieve campaign goals.

You can reach relevant physicians likely to treat with your brand or a competitor’s drug while they are on or off duty, researching conditions, or making clinical decisions in the room with patients.

Marketers can develop creative based on key decision points in the EHR workflow to drive script lift, such as offering coupon information during the provider–patient consultation.

PulsePoint offers targeting rules to pinpoint the most brand relevant HCPs of the 70,000 accessible via programmatic EHR. These targeting rules include:

  • Direct Match: Target HCPs by NPI number at a deterministic, one-to-one level
  • HCP by Specialty: Target HCPs by specialty (e.g., cardiology) or practitioner type (e.g., pharmacist)
  • Geo Radius: Target based on location-related identifiers for individuals and their devices, including hospital and practice radius, IP addresses, ZIP codes, and more
  • Demographics: Target based on age, gender, or ethnicity
  • IBM Watson: Target individuals tied to ZIP codes where certain diseases or conditions are impacted or exacerbated by the weather (e.g., flu season during winter)

Targeting rules can also be combined to further refine your NPI target list. For example, a brand can target HCPs by specialty (dermatology) via Smart Lists, and also enable IBM Watson and other geo-based targeting rules to pinpoint higher value dermatologists, such as those in geographic areas where acne is especially prevalent.

Throughout the campaign, brands can monitor engagement and conversions quickly and easily, analyzing results in real time, and adjust targeting and spend allocation as needed.

Driving conversions is all about balancing precise targeting and exposure frequency. PulsePoint’s frequency control enables brands to manage and optimize ad frequency—giving them full control over how often an HCP is exposed to an ad to drive conversions.

Programmatic Electronic Health Records Takeaways

HCPs’ daily clinical workflows are dominated by their time in an EHR system, making it the perfect channel for marketers to reach them when they are in clinical decision-making moments. Launching an EHR campaign comes with its own set of challenges, but brands can leverage the power of programmatic to scale their campaign to many systems at once by partnering with a demand-side platform, such as PulsePoint. The precision, agility, and transparency of PulsePoint’s first-of-its-kind programmatic EHR offering sets it apart—as well as access to the largest EHR targeting pool in the US.

Ready to get started with your EHR campaign now? Contact your PulsePoint representative or reach out to today.

Get more content delivered right to your inbox. Signup for the pulsepoint newsletter today

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Get more content delivered right to your inbox. Signup for the pulsepoint newsletter today

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Related Posts

No items found.