Real People, Real Data, Real Impact

 By Alex Laymon, Chief Innovation Officer, Health Union 

 “AI” and “ML” are two acronyms often used in the programmatic space. While artificial intelligence and machine learning are incredibly impactful to our industry, helping real patients – not just the numbers that represent them – should remain at the core of what we’re all trying to achieve. 

Health Union has created a unique, compliant, and privacy-forward way to keep real patient needs as the central pillar of our Amplify+ audiences. 

It starts with real people

Health Union has consented zero-party/first-party data from annual surveys, like its annual In America survey answered by thousands of patients and caregivers for 50+ specific conditions. We also have a depth of insights – over a billion new data points annually – from community member actions and content engagement. This means that not only are our audiences industry-leading in terms of privacy, but they are also people-generated. 

Our ILLUMINÉ data engine then aggregates and analyzes billions of people-generated data points – all in real-time. 

Not relying on delayed data 

What does this mean for the programmatic landscape? Well, we can create privacy-safe audiences that augment claims-based models by including timely (daily) data capture derived from behavioral triggers, and bringing in net new patients unavailable through claims data. 

When claims data captures an audience, sometimes several months after diagnosis, there is an incredibly impactful...