PulsePoint & Flora Health Partner
Exclusive integration aims to bring scalable, governed HCP engagement deeper into clinical environments
PulsePoint has announced a strategic partnership with Flora Health to expand programmatic advertising access directly within electronic health record (EHR) systems. Under the agreement, PulsePoint seeks to be the only DSP with programmatic access to EHR inventory enabled through Flora Health’s integrations across Epic and Cerner, the two dominant EHR platforms used by U.S. health systems.
Addressing Fragmentation in Point-of-Care Media
According to the companies, the partnership is designed to solve longstanding fragmentation in point-of-care media, where EHR placements have typically been siloed or available only through managed service offerings. Programmatic access allows EHR inventory to be planned, activated, and measured alongside other HCP channels within a single platform.
PulsePoint says the collaboration provides more consistent access to in-EHR placements that support advanced targeting based on clinical signals, while maintaining governance and control aligned with health system requirements.
Engagement at the Clinical Moment
The companies point to the amount of time clinicians spend inside EHR platforms (often several hours per day) as a key driver of the partnership. By enabling engagement during moments such as chart review, care planning, and treatment initiation, the model aims to align brand messaging with real-world clinical decision-making.
“This partnership closes one of the most significant gaps in omnichannel HCP marketing,” said Keith Matt, group vice president of sales at PulsePoint, in a statement, noting that programmatic EHR can now be orchestrated alongside other channels rather than treated as a standalone tactic. Russell Grimaldi, chief commercial officer at Flora Health, added that the collaboration extends Flora’s focus on embedding engagement within existing workflows while maintaining consistency across diverse health systems.
The companies also point to measurement and transparency, citing clinical signal–based delivery, compliance standards, and reporting as central to building trust as commercial activity becomes more embedded within EHR environments.
solli’s Final Thoughts
The PulsePoint–Flora Health partnership reflects a broader push toward deeper integration with clinical infrastructure, as healthcare marketers look for new ways to drive innovation for both clinicians and patients. As EHR environments become more central to care delivery and omnichannel strategy, collaborations like this are increasingly important for companies seeking to balance scale with the realities of regulated, workflow-driven systems.
Ultimately, the success of programmatic engagement inside the EHR may hinge as much on governance and clinician experience as on access itself, particularly the ability to demonstrate measurable value without disrupting clinical workflows.
