PulsePoint Brings Omnichannel HCP Targeting Tools to YouTube
The YouTube add-on joins several recent channel expansions for the Audience Manager platform.
In the latest expansion of its Audience Manager platform for verified NPI-level activation and measurement, PulsePoint has integrated the service with YouTube.
The update aims to help health and pharma marketers more precisely target the most relevant HCP audiences for their brands in YouTube campaigns. Subsequent engagement metrics can then be viewed alongside those for the rest of a campaign’s omnichannel media mix within the PulsePoint platform, which encompasses activation and measurement capabilities across channels including search, e-newsletters, social, EHR, display, connected TV and audio.
PulsePoint noted in this week’s announcement that the new capability may allow marketers to easily adapt their existing HCP-targeting connected TV campaigns to the YouTube platform.
Early tests of the new integration resulted in click-through rates that were an average of 1.9 times higher than YouTube campaigns that relied merely on broad demographic targeting, according to the company.
“Video is one of the most trusted and preferred formats for clinical education. HCPs turn to it for explainers, procedural walkthroughs, and more,” Ezra Suveyke, PulsePoint’s chief product and technology officer, said in the release. “By bringing verified NPI targeting to YouTube, we’re giving health marketers precision reach in the format physicians actually choose to learn from and extending Audience Manager’s growing omnichannel footprint into one of the largest video environments in the world.”
The YouTube add-on follows a stream of other channel expansions for the Audience Manager platform: In the last year, PulsePoint has integrated the NPI-level targeting tech with the likes of LinkedIn, Reddit and, most recently, Google Search and Microsoft Bing.
solli’s Final Thoughts
YouTube is a massively popular platform for HCPs, with studies showing that many clinicians use it more often than other social media services like LinkedIn, Instagram, Reddit and more, for a variety of both professional and personal purposes.
Pharma marketers could therefore hugely benefit from tools that allow them to more precisely target HCPs on the platform—while also tracking those clinicians’ verified engagement rates in the context of broader omnichannel campaigns.
