PulsePoint Expands EHR Reach to Elevate Health Marketing | Q&A with Keith Matt

Q+A with Keith Matt, Group Vice President of Sales at PulsePoint

With the expansion of PulsePoint’s programmatic electronic health record (EHR) reach to include access to EHRs in both the ambulatory and health system settings, the company is changing the game in EHR advertising. In this conversation with Keith Matt, Group Vice President of Sales at PulsePoint, we explore how this extended access to EHR inventory is transforming the way brands engage healthcare professionals (HCPs) during critical decision-making moments, and why PulsePoint’s approach is uniquely positioned to drive meaningful results.

Q: PulsePoint has just announced the expansion of its EHR partnerships. Can you tell us more about what this means for your health marketing clients?

Keith Matt: Absolutely! This expansion significantly increases PulsePoint's ability to reach HCPs through EHRs across the largest scale in the industry. Adding to our existing ambulatory EHR network, we now have the ability to reach HCPs using EHRs at many of the leading health systems in the U.S. This allows our clients to engage over 700,000 HCPs at critical moments in their clinical workflow—right when they’re actively consulting with patients. And these are PulsePoint-verified HCPs. The ultimate goal is to help providers drive better patient outcomes, so this expansion is incredibly valuable because it enables life science brands to deliver timely and relevant messages when HCPs are making key healthcare decisions.

Q: Why does access to EHR supply matter so much for health marketing?

Keith: EHRs are one of the most essential tools for HCPs—they spend about four to five hours a day within these systems. So, naturally, EHRs represent a highly valuable touchpoint for brand engagement. Secondly, PulsePoint coordinates HCP programs across all channels using our programmatic technology so we have visibility into the extensive work that is done by our pharma partners to engage HCPs throughout their day with the ultimate goal of getting to the end of the funnel when they're treating patients. EHR engagement is the culmination of all of that work so it's vital that it's seamlessly integrated with the other digital tactics. When you engage HCPs through their EHRs, you're also able to increase brand awareness and drive script lift right at the point of care. Whether it's during patient consultations or while reviewing treatment plans, having the ability to interact with HCPs in real time makes a huge difference in influencing prescribing behaviors and clinical decisions.

Q: How does PulsePoint's expanded EHR reach differentiate you from competitors?

Keith: What really sets us apart is the combination of our scale and programmatic capabilities. We now offer the industry's largest EHR media access, but what’s just as important is how we use that access. PulsePoint's technology allows brands to integrate their EHR buys seamlessly into a broader omnichannel strategy, unifying EHR with other digital media channels in a single buy. This not only improves efficiency but also ensures frequency control and cohesive messaging across the entire HCP journey. Simply stated, you can't execute an omni-channel campaign without visibility into the holistic approach across all channels which is exactly what PulsePoint allows you to do.

Additionally, brands can use their EHR campaign results to generate a SmartList™ to automate reach to the engaged HCPs in other channels, such as social media or trigger-based email. And, lastly, because of our proprietary identity graph, we’re able to report back on 100% of the HCPs reached, addressing a pain point that has existed with commercially sponsored EHR programs for quite some time. These features are game-changing for our clients. 

Q: Can you share an example of how PulsePoint’s EHR capabilities have made an impact for clients?

Keith: Definitely. One great example is a recent campaign targeting primary care physicians and nephrologists. By utilizing our EHR reach and smart targeting tools, we saw an 86% increase in prescriptions for the brand over a four-month period compared to the average prescriber in the U.S. That’s a powerful result. We also provide granular campaign reporting down to the time of day HCPs were exposed to the message, which gives brands detailed insights into what drives engagement and script lift.

Q: For health brands considering EHR advertising, why should they choose PulsePoint?

Keith: PulsePoint has changed the game and is the most complete partner for EHR advertising because we offer an unmatched combination of scale, data-driven targeting, and innovative technology. Our Life platform allows brands to unify their EHR buys across multiple systems and other media channels into a seamless omnichannel strategy, while maintaining precise control over targeting and frequency. Our data foundation ensures that 100% of the HCPs are verified. Plus, we provide detailed campaign insights that help optimize performance in real time. Committed to helping brands not only reach more HCPs but also engage them in a way that drives real, measurable results with complete transparency.

And if you're already running your multi-channel HCP campaigns with PulsePoint, extending that strategy to EHR within the same platform makes strategic sense. It streamlines execution, ensures consistency, and maximizes performance across every channel.

Contact us if you would like to discuss more!

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