DeepIntent Doubles Down on Point-of-Care Media Partnerships

DeepIntent has announced two major point-of-care (POC) media partnerships this week, further expanding its programmatic healthcare advertising ecosystem and reinforcing the growing industry focus on clinically integrated media environments.

The healthcare DSP revealed a first-to-market integration with epocrates, alongside a separate partnership with Lane4.io, marking another significant step in DeepIntent’s strategy to deepen access to real-time clinical workflows, authenticated healthcare professional (HCP) environments, and EHR-connected inventory.

The announcements follow closely behind last week’s news that DeepIntent would become the first DSP to integrate OptimizeRx’s authenticated EHR network, signalling a broader push by the company to position itself at the centre of the emerging programmatic point-of-care landscape.

The new epocrates partnership introduces programmatic access to inventory embedded directly within clinician workflows for the first time. Long recognised as one of the most widely used clinical reference platforms in healthcare, epocrates supports more than one million active prescribing clinicians and hundreds of thousands of daily drug reference interactions.

Through the partnership, DeepIntent clients will gain access to logged-in, deterministic HCP audiences and real-time contextual signals tied to clinical activity and drug lookups. The companies describe this as a move beyond traditional place-based point-of-care environments toward media activation aligned with active clinical decision-making moments.

“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.”

DeepIntent also announced a separate partnership with Lane4.io, the first SSP purpose-built specifically for EHR and health media advertising. The collaboration expands DeepIntent’s access to point-of-care inventory through Lane4.io’s proprietary clinical event messaging infrastructure, including EHR inventory, retail activation capabilities, and data insights.

According to the companies, the partnership will provide marketers with expanded reach across six EHR systems and approximately 158,000 unique doctors, alongside new NPI-level trigger-based messaging capabilities within the DeepIntent platform.

“POC media spend surpassed $1 billion in 2024, proving that the channel is now ready for the programmatic infrastructure marketers depend on across the broader media ecosystem,” the companies stated in the announcement.

solli’s Final Thoughts

This has been a significant week for DeepIntent, and the wider evolution of point-of-care media.

Following last week’s OptimizeRx integration announcement, DeepIntent has now added both epocrates and Lane4.io to its growing network of clinically integrated media and EHR-connected inventory partners. Taken together, these moves suggest a strategic direction of consolidating access to high-intent healthcare environments within a programmatic infrastructure marketers already understand and use.

What is particularly notable is how quickly the definition of “point-of-care media” is evolving. Historically associated with physical or place-based clinical environments, POC increasingly now refers to authenticated, workflow-embedded digital experiences tied directly to clinical decision-making, prescribing behaviour, and real-world care pathways.

For agencies and pharma marketers, the implications are that programmatic healthcare media is moving closer to deterministic HCP identity, real-time clinical intent signals, and measurable workflow engagement, while simultaneously looking to become more privacy-safe and operationally scalable.

The acceleration of these partnerships also reinforces a broader industry trend solli has discussed repeatedly: the convergence of adtech, martech, clinical infrastructure, and real-world data into a single connected healthcare media ecosystem.

As DSPs, SSPs, EHR networks, and clinical workflow platforms become increasingly interoperable, the competitive battleground may shift from simply offering healthcare inventory toward owning the most actionable, measurable, and workflow-integrated moments of influence.