PulsePoint, a top healthcare marketing technology company, has launched Adaptive Optimization™, an AI-driven solution designed to improve campaign results by directly understanding clinicians and deidentified patient cohorts. This new technology enhances PulsePoint’s leadership in healthcare professional (HCP) marketing and raises the bar for direct-to-consumer (DTC) campaign standards.
According to Ezra Suveyke, Chief Product Officer at PulsePoint, “We began studying DTC campaign execution in the pharma space 18 months ago. What we found was excessive spending on audiences not relevant to brand messaging. Adaptive Optimization™ fixes this by targeting budget toward audiences more likely to respond.”
This new AI tool differs from traditional campaign methods. Rather than focusing only on media variables, Adaptive Optimization™ uses clinically relevant signals to guide campaign adjustments. It works with clinical cleanrooms while remaining aligned with privacy and compliance rules. As a result, it constantly reassesses audience segments and redirects budgets dynamically to maximize performance.
Beta tests show strong results. Across multiple DTC campaigns, the tool improved qualified HCP reach and significantly reduced media waste.
Parker Noren, SVP of Growth and Strategy at PulsePoint, Medscape, and WebMD, explained, “Thanks to our rich health data and singular health focus, we build solutions no generalist DSP can. We also understand the high level of compliance and care needed when messaging both clinicians and consumers.”
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News Source: Prnewswire.com
