PulsePoint Unveils Adaptive Optimization™: AI-Driven Innovation to Maximize Audience Precision

PulsePoint, a leader in healthcare marketing technology, has introduced Adaptive Optimization™, a powerful AI-based solution designed to transform campaign efficiency by targeting the right healthcare professionals and deidentified patient cohorts in real time. This new capability reinforces PulsePoint’s position at the forefront of HCP marketing, while also redefining the standard for direct-to-consumer (DTC) campaign performance.

“Eighteen months ago, we started to examine how DTC campaigns are executed across the pharmaceutical brand market,” said Ezra Suveyke, Chief Product Officer at PulsePoint. “We realized the industry is riddled with waste, with far too much budget being spent on consumers who have no relevance to the brand. Adaptive Optimization™ addresses this head on by optimizing budgets toward cohorts within an audience where we have greater confidence they will be receptive to the brand’s message.”

Unlike traditional campaign approaches that focus on optimizing media channels and delivery mechanics, Adaptive Optimization™ integrates clinically relevant data signals into the core of campaign decisioning. By leveraging access to a clinical cleanroom environment and adhering to strict privacy and compliance protocols, the platform continuously reevaluates audience cohorts and reallocates budget in real time to where it will drive the most impact.

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The results have been impressive. During beta testing across multiple DTC campaigns, PulsePoint’s proprietary Audience Optimization™ technology significantly enhanced the reach to qualified audiences while meaningfully cutting down on unnecessary media spend.

“Our deep health data foundation and singular focus on health has enabled us to develop solutions that no generalist DSP could deliver,” said Parker Noren, Senior Vice President, Growth and Strategy, at PulsePoint, Medscape, and WebMD. “Because of that focus, we deeply understand the compliance rigor and sensitivity and respect required when communicating with consumer and clinician audiences.”

With Adaptive Optimization™, PulsePoint empowers healthcare marketers to go beyond conventional metrics and align campaigns with clinical relevance—ensuring messages are delivered with precision, efficiency, and measurable value.