Programmatic Endemic Email Newsletter Advertising for HCPs

The New Era of Endemic Media Buying

Programmatic changed the way health brands buy media, replacing slow, manual processes with automated, data-driven activation. But one high-value channel remained out of reach: endemic email newsletters sent directly to the healthcare professional’s (HCPs) inbox. Until now.

PulsePoint is the first to make endemic eNL advertising programmatic, offering health brands scalable and measurable access to display advertisements within premium healthcare e-newsletters. Here’s how we’re reimagining endemic campaigns to be more precise, privacy-forward, and performance-driven.

Why Endemic Media Matters More Than Ever for Healthcare Advertising 

First, a quick refresher: Endemic media is display ad content placed within healthcare-specific environments or platforms, such as electronic health record platforms (EHRs) or e-newsletters. Premium endemic supply is highly relevant, placing your brand alongside trusted clinical content where and when HCPs are already learning or working. HCPs are twice as likely to trust a brand message displayed in professional environments, and health brands unlock a 10%+ incremental lift in new prescriptions by adding endemic media to healthcare campaigns.¹

This isn’t to say that health brands should not also use non-endemic media in their campaigns. Non-endemic supply is complementary to endemic supply because it allows health brands to reach HCPs when they are consuming content of their choosing, such as when streaming their favorite Netflix show or scrolling on social media. This means that non-endemic media can maximize scale and efficiency, while endemic media offer a more direct and highly relevant touchpoint.

The Challenge—Why Endemic Inventory Has Been Hard to Access

Brands recognize that endemic environments are effective, but struggle to activate this type of media at scale and measure its effectiveness with confidence.

HCP endemic advertising has historically been constrained by traditional media buying methods, which include manual insertion order processes, limited access to publishers, and outdated workflows. Health brands also face stringent regulatory requirements. Siloed buys lack the necessary audience reach, manual negotiations and activations are cumbersome and disconnected, and performance tracking blind spots lead to inconsistent NPI-level reporting. The result is that less than 1 in 4 marketers can effectively activate endemic media and measure ROI.²

It’s been even harder to purchase and activate endemic media in specific channels easily. For instance, brands have struggled with how to buy endemic email newsletter ads in healthcare. While the channel is incredibly high-value because it offers a direct line to HCPs, email newsletter advertising inventory for healthcare campaigns has usually been bought manually. 

PulsePoint’s Modernized Approach to Endemic Supply

We’ve made endemic media programmatic.

PulsePoint is modernizing the endemic supply channels that healthcare marketers can access by combining premium, health-specific supply with the efficiency, measurement, and scale of programmatic advertising. From early clinical discovery at conferences to point-of-care decisions in the EHR, PulsePoint connects every high-value, high-trust moment in the HCP journey. We simplify endemic media buying activation across the highest precision, hardest-to-reach channels—all under one programmatic roof.

When health brands execute endemic media buying via PulsePoint, they get:

• Verified HCP data at the NPI level: Our exclusive, first-party foundation enables unmatched NPI reach and precision, powered by real-time digital and clinical signals, as well as 1:1 attribution.
• Premium endemic access: Our health publisher integrations provide direct programmatic delivery across top-tier HCP environments, ranging from owned-and-operated to EHR partnerships.
• Award-winning platform: As the leading platform for endemic healthcare media, our award-winning tech provides interoperable tools across healthcare display advertising within EHR, e-newsletters, native, and more, unifying point-of-care marketing moments through trusted signals, activations, and insights.

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How PulsePoint’s Endemic Email Newsletter Advertising Works

E-newsletters are the newest channel through which PulsePoint offers health brands endemic media display advertising, programmatically. Given that 75% of HCPs prefer to be contacted via email over other channels, email newsletter ads for HCPs offer you a direct line to your target audience. And this line is now programmatic. 

PulsePoint’s endemic newsletter solution easily and programmatically inserts display ads into premium email newsletters through integrations with more than five health publishers and 115 specialty e-newsletters. Reach opt-in HCP subscribers in a direct and engaging environment through scalable inventory with simplified activation. And because we offer a single programmatic platform purpose-built for simplified HCP healthcare marketing, health brands can leverage 1:1 HCP targeting, activation, and performance tracking and reporting together across all endemic and non-endemic channels. Endemic email newsletter advertising with PulsePoint empowers health brands to:

• Reach HCPs with email ads at scale. We have the most significant collective reach of HCP inboxes in the market, providing reliable scale through direct integrations. 
• Ensure end-to-end execution. Our connected and verified data foundation enables seamless 1:1, real-time planning, activation, and reporting.
• Gain NPI-level insights. Prove campaign impact with NPI-level performance insights.

It’s no wonder that health marketers experience an 18-20% incremental increase in new prescribers after exposure to an endemic email newsletter.

Why PulsePoint is the Premier Programmatic Endemic Partner

With the addition of endemic email newsletter advertising to our arsenal, we now offer health brands a full-stack omnichannel activation platform for their campaigns.

Building on the momentum of our EHR advancements earlier this year, PulsePoint is making omnichannel activation a reality—bridging premium endemic inventory with programmatic scale, speed, clinical credibility, and measurable performance.

As your premier programmatic endemic partner, we offer one award-winning, interoperable platform that unifies endemic and point-of-care media for seamless activation and real-time HCP impact—across every channel.

Ready to activate premium endemic email newsletter advertising with confidence? Talk to our team.

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FAQs

1. What is endemic advertising in healthcare?

Endemic media is content placed within healthcare-specific environments or platforms, such as display ads within electronic health record platforms or e-newsletters. Premium endemic supply is highly relevant, positioning your brand alongside trusted clinical content where and when HCPs are already learning or working.

2. Why are email newsletters effective for reaching HCPs?

Email newsletters are one of the most effective channels for reaching healthcare professionals (HCPs) because they offer high open rates and provide trusted, direct access. HCPs actively provide consent to receive this content, making it both personal and aligned with regulations. Email supports a range of healthcare marketing goals—from raising brand awareness to announcing new products and recruiting for clinical trials. Marketers have seen a 106% increase in new prescribers after exposure to endemic emails.

3. What makes PulsePoint’s endemic email newsletter offering different?

PulsePoint’s email newsletter (eNL) solution stands out by making it easy to programmatically place display ads in 115+ specialty eNewsletters across top health publishers like Medscape, Healio, and Bulletin Health. We offer the largest collective reach of HCP inboxes in the market, connecting you with healthcare professionals in a trusted, high-impact environment.

Unlike traditional endemic solutions, PulsePoint delivers everything through a single, interoperable platform built for healthcare—offering 1:1 NPI-level targeting, activation, and real-time reporting across campaigns.

4. Can I measure performance and ROI with endemic email ads?

PulsePoint’s connected and verified HCP data foundation enables seamless 1:1, real-time planning, activation, and reporting, including NPI-level performance insights.

5. How does NPI-level data improve HCP targeting?

Verified HCP data at the NPI level enables unmatched reach and precision, powered by real-time digital and clinical signals, as well as 1:1 attribution.

6. What types of HCP campaigns benefit most from e-newsletter advertising?

Endemic email newsletter advertising offers a range of use cases for marketers, including, but not limited to, brand awareness campaigns, new product announcements, and clinical trial recruitment.

Sources:

¹ IQVIA Digital Life Sciences case study, 2024

² IQVIA Digital Endemic Study, 2023

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