epocrates and DeepIntent Partner to Expand Programmatic Point-of-Care Advertising for Healthcare Marketers

epocrates and DeepIntent are teaming up to bring innovative partnerships to market that will revolutionize the world of programmatic advertising within the clinical workflow space. With this partnership, advertisers will gain access to epocrates’ point of care channel programmatically for the very first time, thus giving rise to a whole new realm of possibilities for healthcare brands to interact with clinicians.

The unique partnership brings together epocrates’ well-known clinical intelligence platform and DeepIntent’s healthcare-specific demand-side platform (DSP).

Epocrates has been a trusted online platform for healthcare practitioners, providing useful information related to medicines, prescriptions, and clinical insights through evidence-based knowledge. The AI capabilities of the platform assist healthcare professionals in gaining relevant information in a short span of time; it also provides valuable engagement information for health care marketers.

With this integration, epocrates’ premium clinical inventory becomes programmatically accessible for the first time, opening a new channel for healthcare advertisers seeking verified clinician engagement within active clinical workflows.

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“For years, programmatic access in healthcare has focused on where care happens—not how decisions are made,” said David Minkin, President and General Manager of epocrates. “Together with DeepIntent, we’re changing that. This partnership brings programmatic access directly into the clinician workflow, enabling engagement at the moment clinical decisions are happening.”

This marks an important change in the direction of advertising campaigns within the healthcare sector as advertisers seek to adopt intent-based models which emphasize real-world clinical action versus place-based models traditionally used for this purpose. As compared to other forms of point-of-care advertising services, the unique selling proposition of epocrates lies in the use of digital integration based on real clinical value, identity and behavior of healthcare professionals.

The epocrates platform has more than one million prescribers actively using its services and performs hundreds of thousands of drug reference interactions each day.

Through the partnership, DeepIntent becomes the first DSP capable of activating campaigns directly within the epocrates ecosystem. This enables healthcare marketers to:

• Reach verified healthcare professionals within their daily clinical workflows
• Utilize real-time contextual signals, including drug searches and clinical activity
• Deliver campaigns within a secure, logged-in, brand-safe environment
• Engage audiences during moments that may directly influence treatment and prescribing decisions

This cooperation will also enhance the capacity of healthcare marketers to move away from generic targeting triggers using real-time data on clinical engagements. With the help of epocrates’ clinical access in workflow and DeepIntent’s privacy-preserving targeting along with omnichannel optimizations, the two firms have developed an advertising model for life science companies.

“Healthcare marketers have long sought more meaningful ways to engage clinicians in their day-to-day workflow and in the most trusted environments,” said Nicole Alfonso, VP, Media Partnerships at DeepIntent. “Our partnership with epocrates unlocks a powerful new channel—bringing real-time clinical intent into programmatic buying for the first time– and expands DeepIntent’s unique access to critical endemic inventory for our clients.”

In light of the evolution of healthcare advertising into more data-driven engagement approaches, the alliance makes it possible for the two organizations to stand out as leaders in programmatic innovation within the realm of the clinical environment. This integration allows brands within the pharma space to reach out to clinicians when the latter are engaged in the process of prescribing.

Both firms believe that their alliance will set a new standard for point-of-care advertising by combining clinical intent with programmatic activation.