PurePlay AI, PurpleLab Debut Measurement Tool to Catch HCPs, Patients Mid-Funnel
Embedded Pulse aims to capture the “Goldilocks signal” of HCP visit metrics.
A new software tool born out of a collaboration between PurePlay AI and PurpleLab is designed to unlock a mid-funnel view of audience metrics—homing in on a potentially valuable midpoint between audience quality and script lift.
The Embedded Pulse solution is built on PurpleLab’s identity resolution technology to provide same-day, impression-level patient and HCP data that’s verified and de-identified and tied to HCP visits.
According to the companies’ Thursday announcement, that adds an actionable measurement layer between audience quality, which confirms a campaign’s delivery to the right people but not necessarily that they’ve taken action yet, and script lift, which is a definitive outcome measurement but may not arrive until months after a campaign is complete.
By landing between the two—and offering marketers data that can both prove clinical action and invite further targeting—Jason Lotkowictz, SVP of life sciences at PurePlay, suggested in the release that Embedded Signals unlocks access to the “Goldilocks signal” of HCP-visit metrics.
The technology can also be combined with Eligibility Alerts, another tool PurpleLab unveiled earlier this year that uses eligibility data to give marketers audience targeting data up to a week before an HCP visit.
All together, the new offering is aimed at equipping marketers with sharper insights around and access to the exact moments when a treatment decision is being made.
“Everyone talks about outcome-based advertising, but the industry has lacked the infrastructure to actually deliver it. Embedded Pulse closes that gap by giving marketers access to deterministic, claims-verified signals early enough to optimize while media is still running,” Eric Steigelfest, PurePlay CEO and co-founder, said in the announcement. “We believe those signals will become the currency that allows media to be bought, sold, and ultimately valued on expected business outcomes rather than raw impression volume.”
Embedded Pulse is now available to PurePlay and PurpleLab clients; according to the release, Klick Health has signed on as the first agency to use Embedded Pulse for its DTC efforts.
solli’s Final Thoughts
Advances in technology now allow health and pharma marketers to perform extremely specific audience targeting, but that level of hyper-personalization won’t be effective if it doesn’t reach patients or HCPs at the moments when they’re most receptive to campaign messaging.
A recent spate of new solutions are trying to close that gap, harnessing patient- and provider-level data to pinpoint explicit moments of clinical intent and decision-making throughout the healthcare journey.
With the growing availability of those tools, the ball is back in pharma media’s court. Marketers will need to adjust their strategies to strike while the decision-making iron is hot, embracing agility, flexibility and speed to reach ultra-specific audiences when they’re potentially most open to influence.
