DeepIntent launches Helix™

DeepIntent has announced the launch of Helix™, a healthcare marketing cloud designed to support data-driven campaign planning, activation, and analysis in regulated environments. 

The platform provides HIPAA-compliant access to healthcare and media data, alongside tools for analytics, segmentation, and activation. It is positioned as an infrastructure layer intended to reduce the need for agencies and brands to build and maintain these capabilities internally. 

Speaking exclusively to solli CEO Richard Springham at AdLab in New York, DeepIntent CEO Chris Paquette described the shift as one away from rebuilding core systems toward shared infrastructure:

“We’re bringing together the foundational building blocks—data, compliance, and infrastructure—so partners don’t have to rebuild them every time. Instead, they can focus on what actually differentiates them in the market.”

A Data and Infrastructure Play 

Helix is built on DeepIntent’s existing data ecosystem, which spans more than 3.7 million healthcare providers and more than 240 million patient lives. The platform enables agencies, brands, and partners to bring together first-party, third-party, and media data within a single environment. 

Core capabilities include: 

• Integration of healthcare, media, and audience data across sources within a privacy-compliant framework 

• Analytics, modeling, and segmentation tools designed for healthcare-specific use cases 

• Custom build environments that allow partners to develop and deploy proprietary solutions 

• A data clean room environment supporting the use of claims, engagement, and behavioral data 

• Interoperability with activation channels, including programmatic and non-programmatic platforms, as well as publisher integrations 

• An MCP (Model Context Protocol) layer that enables integration with AI models such as ChatGPT, Claude, Gemini, and others 

According to the company, data and solutions built within the platform remain owned by the users, with Helix designed to operate as an open environment accessible to partners across the ecosystem. As Paquette put it, “by design, we want people building on the platform—even if what they build competes with us,” with the broader aim of creating “an ecosystem where innovation happens on top of shared infrastructure.”

The approach reflects a broader attempt to abstract away common technical layers. As Paquette noted in conversation, much of the underlying complexity—from compliance to core data infrastructure—has effectively been standardised, allowing teams to focus less on rebuilding foundations and more on applying their domain expertise.

Early partners, including Deerfield and Trinity, report improvements in workflow efficiency and speed of analysis following adoption. The intended outcome, according to Paquette, is to enable partners to “show up with sharper insights and stronger capabilities, and compete on the strength of their ideas—not their infrastructure.”

Responding to Market Complexity 

The launch comes as healthcare marketing grows more complex, shaped by increasingly granular patient targeting, fragmented media environments, and rising expectations around measurable outcomes.

Helix is a response to this shift; advances in precision medicine now require equivalent sophistication in how treatments are marketed. Paquette also positioned the platform as intentionally open, designed to integrate with partners, platforms, and publishers rather than operate as a closed system.

AI is a central driver of this transition. As Paquette noted, “AI is transforming not just the products we market, but how we build—I can’t remember another time where a single technology has driven this much change across the industry.”

solli’s Final Thoughts 

Platforms like Helix reflect a broader evolution in pharma media, as the industry moves beyond point solutions toward more unified, infrastructure-led approaches.

Historically, healthcare marketers have relied on a patchwork of disconnected tools spanning data, activation, and measurement—often requiring significant effort to integrate and operationalise. As privacy requirements tighten, precision targeting becomes more critical, performance expectations rise, and organisations seek greater control over their data, the need for more cohesive, deeply integrated systems has become increasingly clear.

In response, a new generation of platforms is emerging that brings these capabilities together within a single environment, while still enabling interoperability with external partners, publishers, and activation channels. The introduction of AI integration layers, such as the Model Context Protocol (MCP), which enables connection to models like Claude, ChatGPT, and Gemini, further signals a shift toward embedding intelligence directly into day-to-day workflows, rather than treating it as a separate capability.

Within this context, approaches that balance flexibility with data ownership are likely to resonate with agencies and brands looking to retain control while benefiting from shared infrastructure.