PulsePoint announces HCP2DTC Influence™
A data-driven approach aimed at aligning patient demand with physician readiness
PulsePoint has introduced HCP2DTC Influence™ , a new approach designed to better connect direct-to-consumer (DTC) campaigns with physician decision-making.
The launch addresses a longstanding structural challenge in pharma marketing: the disconnect between how brands engage healthcare professionals (HCPs) and how they target patients.
While significant investment has gone into understanding physician behavior—through sales teams, CRM systems, and HCP-targeted media—those insights have not always translated into consumer-facing strategies. As a result, patient demand generated through DTC campaigns does not always align with prescribing intent at the point of care.
Connecting Two Sides of the Funnel
Despite years of focus on aligning HCP and DTC strategies, pharma marketing still largely operates in silos. Brands build detailed views of physician behavior and prescribing patterns, while patient campaigns are often executed independently, focused on audience targeting and media reach. While there are signs of progress, both organisational structures and underlying technology have yet to fully support a truly connected approach.
PulsePoint’s HCP2DTC Influence aims to address this by starting with the HCP. The model combines first-party brand data with PulsePoint’s signals indicating physician readiness to prescribe, using this combined view to inform how and where patient audiences are targeted.
The objective is to better align patient demand with clinical decision-making—ensuring that when patients engage with a campaign and seek treatment, the treating physician is more likely to be ready to prescribe.
Rethinking DTC Effectiveness
The launch reflects a broader shift in how DTC performance is evaluated. Traditional metrics such as reach, engagement, and audience quality provide indicators of campaign activity, but they do not fully capture conversion outcomes.
In practice, the effectiveness of DTC campaigns is often determined downstream—at the point of care—where prescribing decisions are made. If physician readiness is not aligned with patient demand, even well-performing campaigns can result in missed opportunities.
By incorporating HCP-level insights into consumer targeting strategies, PulsePoint’s approach aims to improve media efficiency, reduce wasted spend, and provide a more accurate view of campaign performance.
solli’s Final Thoughts
This signals a growing shift in pharma media: the move from separate HCP and DTC strategies toward a more connected ecosystem.
As brands look to improve conversion and accountability, aligning patient demand with physician readiness may become a more central part of how campaigns are planned and measured.
More broadly, it reflects a shift in how influence is understood within the funnel. Outcomes in DTC are not determined by patient behavior alone, but by the interaction between patient intent and physician decision-making at the point of care.
