Partnership brings 115,000 incremental NPIs to PulsePoint’s point-of-care network.
Sept. 30, 2026 - PulsePoint, the award-winning technology platform advancing healthcare marketing, today announced a new supply partnership with LANE4.io, an SSP built specifically for electronic health records (EHR) and e-prescribing workflows. The agreement gives PulsePoint clients access to 115,000+ incremental NPIs through LANE4.io's network of EHR and e-prescribing environments, bringing PulsePoint’s EHR Curated Market to nearly 1 million NPIs, the largest reach in the industry.
The partnership builds on PulsePoint's mission to build a diversified, best-in-class portfolio of EHR and point-of-care (POC) supply sources, maximizing the targetable NPI audience in these environments for clients. It also helps deliver a more holistic view of an HCP's journey, critical for true omnichannel orchestration at scale. Ultimately this partnership means more comprehensive, more precise access to HCPs in the exact clinical moments where prescribing decisions happen and stronger signals that connect across clients' broader omnichannel strategies.
“Point-of-care advertising is only as good as the breadth of clinical moments and relevant HCPs you can actually reach," said Walker Linares, Head of Supply Partnerships at PulsePoint. "Our strategy has always been to ensure our clients have access to reach the right prescribers in those key moments across the best inventory. Adding LANE4.io as a partner helps us do just that, giving clients greater scale and reach into EHRs and e-prescribing without changing how they already work with us."
"LANE4.io gives demand partners direct, programmatic access to EHR inventory they can buy in the platforms they already use," said Chad Gottfrid, Founder and President of LANE4.io. "PulsePoint brings our EHR partners real pharma demand and the discipline to activate it. They are the kind of partner we built this for."
Why It Matters
- Seamless channel orchestration in a single platform: By integrating EHR inventory directly into PulsePoint's programmatic platform, clients can seamlessly manage targeting, frequency control, measurement, and campaign optimization alongside their broader healthcare media channels for improved results.
- Meaningful scale accessed immediately: LANE4.io's 115,000 incremental NPIs bring PulsePoint's total EHR Curated Market to nearly 1 million reachable NPIs, one of the broadest point-of-care physician audiences available programmatically today.
- Access at the point of clinical decision-making: LANE4.io's supply reaches physicians inside the EHR and e-prescribing workflow itself, a moment of exceptionally high relevance and receptivity for healthcare marketers.
- Downstream impact on HCP-to-DTC: Connecting in-workflow EHR engagement to PulsePoint's broader HCP-to-DTC capabilities enables brands to coordinate and reinforce the relationship between a clinical touchpoint and the patient-facing activity that follows.
- Adaptive Optimization™ applied to EHR: PulsePoint's proprietary and award-winning Adaptive Optimization™ extends to EHR inventory, which improves efficiency and impact.
LANE4.io enables marketers to reach prescribers with key messages directly within their clinical workflow. By integrating LANE4.io's supply into PulsePoint's programmatic curated markets built with other ambulatory EHR sources, clients gain a new, incremental path to HCPs who are actively engaged in patient care decisions without adding complexity to how they plan, buy, or measure campaigns.
About PulsePoint
PulsePoint, a division of Internet Brands, is an award-winning technology company that uses real-world data in real-time to optimize campaign performance and revolutionize health decision-making. Leveraging proprietary datasets and methodology, PulsePoint helps brands engage healthcare professionals and consumer populations with an unprecedented level of accuracy to deliver unparalleled results to the clients we serve. For more information, visit pulsepoint.com.
About LANE4.io
LANE4.io is the first and only supply-side platform (SSP) built for electronic health record (EHR) and health media advertising. Purpose-built for activation from day one, rather than retrofitted from clinical workflow tools, LANE4.io makes point-of-care inventory work for marketers. Its proprietary clinical event messaging infrastructure gives brands and agencies direct, programmatic access to EHR inventory, connecting them with providers at the moments that shape care decisions. Learn more at LANE4.io
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