Healthcare advertising is complex. There is a wealth of digital data available to today’s pharma marketers, yet many struggle with balancing privacy-first audience targeting with audience quality and campaign efficiency. Now, they don't have to compromise thanks to new programmatic technology and platforms: Adaptive Optimization™ is a cutting-edge real-time bidding (RTB) technology that is exclusive to PulsePoint and designed with privacy at its core. It leverages a combination of real-time digital insights and deidentified clinical insights from our premium data foundation to score  and prioritize ad delivery to your highest value audience cohorts to maximize campaign performance. Fundamentally, Adaptive Optimization™ isn’t just about performance; it’s about ensuring patients and providers receive timely, relevant information to make more informed care decisions.

At PulsePoint, we offer a unique menu of RTB strategies, including Media and Adaptive Optimizations™ that help marketers reach specific KPIs or outcomes. Where media optimizations, such as CPM and CPA, are bid strategies used to maximize awareness and engagement, Adaptive Optimization™ bidding is best used for meeting conversion goals by prioritizing spend on clinically-informed, high-value audiences, simultaneously escaping the waste trap of overpriced and low-performing media. This enables brands to efficiently optimize their campaigns, fulfill desired engagement with relevant audiences, and ultimately achieve media and audience campaign goals within a platform expertly designed for the complexities of healthcare marketing. Whether marketers prioritize optimization at the start of a campaign or mid-flight, enabling a combination of media and clinically based bidding optimization can maximize the performance of omnichannel health campaigns.

PulsePoint’s clinically based bidding solutions

PulsePoint’s unique Adaptive Optimizations™ are built on a frequently refreshed database of more than 5 billion deidentified claims and real-time digital insights, targeting the most brand-relevant DTC and HCP audience cohorts during highly-influential moments. These digital and clinical models get smarter over time—allowing brands to focus on reaching audiences that are most likely to convert in the most cost-effective way. 

PulsePoint offers two types of clinically informed Adaptive Optimization™ bidding strategies: HCP Clinical Behavior, which optimizes ad spend for HCPs most likely to prescribe a target script, and DTC Audience Quality (AQ), which prioritizes spend on consumer populations with the greatest clinical prevalence for a brand-selected diagnosis. Using PulsePoint’s extensive data foundation and brand-chosen criteria, audience segments are scored on brand value and relevance so the ad server can prioritize delivery toward higher value, more clinically relevant HCP or DTC audiences. 

Clinical Behavior Adaptive Optimization™

On the HCP side, Clinical Behavior optimization works by leveraging a combination of historical digital and clinical insights for a brand drug and related competitor drugs to determine high-value HCPs to automatically prioritize ad spend on. 

In real time, HCPs are each given a score based on their historical digital activity, clinical behavior, and unique audience attributes as they relate to a brand. 

Historical digital behavior includes brand-relevant digital engagement, such as impressions, clicks, and conversions—all drawn from PulsePoint’s proprietary HCP insights. Clinical trends, including prior prescription behaviors for brand and competitor scripts, are also factored in. And, finally, unique audience attributes, such as HCP specialities relevant to brand-selected drugs, are also considered.

In practice, choosing this strategy has led to impressive results. In beta tests, clients using Clinical Behavior optimization saw a 30% increase in total prescriptions written. 

Audience Quality Adaptive Optimization™

On the DTC side, Audience Quality (AQ) optimization leverages clinical prevalence insights related to a brand’s selected diagnosis to determine high-value consumer populations where a brand-defined diagnosis may be more prevalent and automatically prioritize ad spend on them.

Clinical prevalence ranks ZIP and ICD-10 codes to segment the U.S. adult population by location and condition diagnosis through de-identified claims data. Clinical prevalence is determined by comparing each ZIP code’s total population with the total diagnosis, determining regions where consumers are more likely to have the brand-selected diagnosis. 

AQ Adaptive Optimization™ then bids higher on these consumer populations to drive more relevant impressions and increase the likelihood of brand conversions.

We've seen equally impressive results with this strategy. In beta tests, clients using Audience Quality Adaptive Optimization™ saw a 23% increase in qualified audience reach.

Adaptive Optimization™ Maximizes Performance at Every Moment

At PulsePoint, you don’t have to choose between audience quality and campaign efficiency to achieve your goals. Our platform allows you to equally prioritize media optimizations, such as CPC, CTR, CPA, and CPM, alongside our proprietary Adaptive Optimization™ strategies, including HCP Clinical Behavior and DTC Audience Quality.

Choosing AQ or HCP Clinical Behavior optimization for your adaptive audience bidding strategy will help maximize conversions for high-value health audiences by automatically bidding higher on those that are clinically relevant. As clinical behaviors change in real time, these populations constantly refresh to ensure that brands are reaching the cohorts who are most likely to trial and develop loyalty with the brand.  

Combining both media and clinically based bidding strategies will empower your programmatic buying team to tweak tactics, channels, and budgets on the fly to hit key KPIs.

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Takeaways

Clinically-based Adaptive Optimization™ bidding is a highly effective strategy when your campaign goal is to maximize outcomes mid-flight. PulsePoint’s Clinical Behavior Adaptive Optimization™ is a game-changing real-time bidding solution for connecting with HCPs who have a track record of engagement with a brand or certain clinical behaviors. And on the DTC side of things, Audience Quality Adaptive Optimization™ is ideal for reaching consumer populations with a high likelihood of condition prevalence. By harnessing the power of PulsePoint’s premium data foundation with Adaptive Optimization™, you can make your advertising budget work smarter and bring greater ROI to your campaigns in a platform designed for the complexities of healthcare marketing.

Ready to dive in? Contact us today!

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