MOMENTS ARE BUILT, NOT BOUGHT: INTEGRATING DTC + HCP STRATEGIES

Healthcare data doubles every 2-3 months, and Al is what makes that data insightful and actionable, rather than overwhelming. The ability to process and act on data in real time is reshaping how brands think about both consumer and HCP marketing. A recurring theme across the day. the industry has moved past having a data problem.

The challenge now is the decision problem, acting on that data quickly and intelligently.

On the consumer side, patients are taking more control of their own health decisions, making DTC investment increasingly critical. For HCPs, the implication is a shift away from broad, high-frequency reach toward precise, trigger-based strategies driven by real-time claims and behavioral signas.

What ties both together is the need for synchronicity. Brands that align around a single core objective and a consistent message across audiences see measurably better outcomes: digital engagement within days of a rep visit is 30% more effective at driving scripts, and introducing a second coordinated channel is 2.5x more effective than a single channel alone, with effectiveness continuing to compound as more channels are added. Integratedplanning isn't a nice-to-have; it's the foundation for modern brand growth.

The bottom line: Data is no longer the differentiator - operational readiness to act on it in real time is.

THE NEW HCP GROWTH MODEL: FROM DATA TO IMPACT

Target lists have long been the foundation of HCP media, but they're a snapshot of the past, not a guide to where the market is heading. The shift underway is treating the target list as the baseline, not the boundary, layering it with real-time signals, particularly claims data, to reflect where the market actually is today.

Three trends are accelerating this evolution:

  1. HCP inventory prioritizing the biddable space with access to Open Evidence, EHR, and endemic inventory through programmatic channels, giving buyers more control and flexibility than ever before.

  2. Predictive audiences shifting focus away from current prescribers toward identifying which HCPs will drive future growth based on patient relevance.

  3. The continued rise of NPPs in primary care, where NPPs must be treated as a primary audience, not an afterthought.

FROM REPRESENTATION TO RESULTS: RETHINKING HEALTH EQUITY IN MODERN HEALTHCARE MARKETING

Unaddressed health equity barriers carry two distinct costs. The human cost is stark: people without access to healthcare live an average of 17 fewer years. The commercial cost compounds across the entire healthcare system in avoidable utilization, late-stage intervention, and systemic inefficiency.

Closing those gaps requires thinking beyond the patient to the full ecosystem; caregivers, payers, and providers all play a role. From a targeting standpoint, that means leaning into geographies where health deserts exist, underserved minority segments, and patients who lack proximity to specialized care.

A menopause example landed as a sharp reminder of why this matters: despite a growing public conversation, one-on-one discussions between patients and doctors about menopause are actually declining. Awareness alone doesn't remove barriers – it takes deliberate, targeted media investment to reach and activate the right stakeholders at every level.

SPEED CREATES IMPACT: INTEGRATING DATA, POINT-OF-CARE, AND ACTIVATION

Point of care has long been treated as an offline and traditional channel, but that framing is outdated. POC is evolving into a dynamic, programmatic environment with real creative and strategic possibilities.

Rare disease makes the case most clearly. Without a linear patient journey, you can't predict when the critical moment will occur, which makes trigger-based POC presence not just valuable, but essential. The message must be specific and tied to exactly where a patient is in their journey, because not every moment at the point of care carries equal weight. Precision is what separates impact from waste.

PHARMA IN THE CTV LIVE ERA: WINNING IN STREAMING SPORTS & REAL-TIME MOMENTS

CTV is no longer a living room experience, but a multi-device, fragmented landscape where content remains premium but format is constantly evolving. The Olympics made this tangible: 30-40% of viewership happened on mobile, a clear signal that assumptions about how and where audiences consume content need to be revisited.

That fragmentation is an opportunity, not a liability. Programmatic CTV is shifting brands away from upfront linear commitments toward targeted, flexible, data-driven strategies and opening doors that didn't exist before. Live event adjacency is the standout example: brands of any size can now show up near high-attention live moments without the massive budgets traditionally required for live sports. Premium context, not massive scale, is what drives performance in CTV.

For pharma specifically, streaming lowers the barrier to live moment marketing. Brands can test presence alongside sports, awards shows, and other tentpole events without the upfront commitments that traditional linear buys demand.

THE LAUNCH OF HELIX: A PURPOSE-BUILT HEALTHCARE MARKETING CLOUD

Anchoring the day was the launch of Helix, DeepIntent's purpose-built healthcare marketing cloud. Helix provides HIPAA-compliant access to data, technology, and tools across 3.7M+ HCPs and 240M+ patients, with capabilities spanning audience building, data integration, competitive analysis, and analytics, all within a single compliant environment.