DeepIntent Digs Into Tunnl’s Opinion Research-Based Audiences
Drawing on opinion research could potentially enable pharma marketers to better understand audiences and create more engagement opportunities.
A new partnership between DeepIntent and Tunnl seeks to give pharma marketers access to audience segments defined by attitudes and behaviors rather than basic demographics or health conditions.
Tunnl’s audience intelligence platform uses AI to analyze more than a decade’s worth of opinion survey data so marketers can identify and target specific audiences, then continues to ingest individual-level polling data to measure the impact of specific messages and campaigns.
According to Wednesday’s partnership announcement, combining Tunnl’s technology with DeepIntent’s own programmatic platform means that health and pharma marketers could potentially target audiences based not on surface-level criteria but on deeper qualities that may be more closely related to their healthcare decision-making and likelihood of engagement, such as hesitancy to seek care, attitudes toward risk, openness to digital health offerings and more.
The companies suggested that drawing on opinion research allows pharma marketers to better understand audiences and may create more opportunities for “patient education, service awareness and communication around barriers to care,” while still operating within the industry’s strict regulations.
“Healthcare marketers have to navigate complex advertising requirements while communicating about decisions that are deeply personal. Demographics and conditions provide part of the picture, but they don’t fully explain what makes someone hesitant to seek care, how they think about risk, or whether they’re comfortable engaging with healthcare services digitally,” Sara Fagen, CEO and co-founder of Tunnl, said in the release.
“Our research-backed approach gives marketers more ways to understand those differences,” Fagen continued. “DeepIntent helps us put that understanding to work, making our audiences available for campaigns that connect with people around what shapes their healthcare decisions.”
solli’s Final Thoughts
There’s an ongoing evolution in pharma media from traditional demographic and condition-based targeting toward audience strategies rooted in attitudes, beliefs and healthcare decision-making behaviors. Through that shift, marketers are aiming to better understand not just who audiences are, but why and how they engage with healthcare.
At the same time, there’s also a growing interest in privacy-conscious, data-driven personalization at a time when marketers are seeking more sophisticated ways to reach consumers.
As pharma marketers look for more personalized and effective ways to engage patients, partnerships that combine AI-powered audience insights with privacy-safe media activation could become an increasingly important part of the industry’s toolkit.
