Wrango Launches Canada’s First Omnichannel HCP Marketing Platform
Canada’s first consent-based omnichannel HCP marketing platform expands pharma reach beyond the clinic while remaining compliant
Wrango has introduced what it says is Canada’s first deterministic, consent-based omnichannel marketing platform for healthcare professionals (HCPs). The platform is designed to balance compliance requirements with precise audience targeting for pharmaceutical advertisers.
At launch, Wrango reports access to more than 20,000 verified and consented practitioners across Canada, including physicians, pharmacists, and nurses, with further growth expected. Identity resolution is supported through data from provincial colleges, IQVIA OneKey, and professional associations, while campaigns can be activated across major digital channels such as Google, Meta, YouTube, Bing, connected TV, display, and audio
Why It Matters for Pharma Media
The launch aims to fill what Wrango describes as a gap in Canadian healthcare advertising: the ability to engage healthcare professionals (HCPs) outside of clinical or workplace settings. Traditionally, targeting has been confined to professional environments or working hours. Wrango points to data suggesting that physicians spend about 44% of their online time outside of work—periods it refers to as “blue-jeans moments”—which have often been overlooked in media planning.
For media strategists, the platform could mean broader reach through consumer channels, the potential for creative approaches informed by HCPs’ digital habits, and measurement practices built on verified identities and explicit consent.
Considerations & Challenges
Canada’s regulatory environment places strict limits on how physician data can be used. Wrango’s model emphasizes explicit consent and verification of professional credentials, but brands will need to assess compliance with Health Canada requirements and provincial college standards. Cost and performance are also factors: while reaching HCPs in off-duty contexts may expand exposure, engagement quality and efficiency could vary.
Finally, as with all new launches within the HCP media space strategists will explore integration with existing endemic and point-of-care channels to manage overlap, frequency, and attribution.
solli’s Final Thoughts
Wrango’s launch signals a smarter step in HCP engagement within Canada’s regulated market, showing how technology can work with compliance—an essential safeguard in healthcare communications—to enable innovation rather than restrict it. Its success will hinge on how confident brands feel in their compliance guardrails, and on the creative approaches they are willing to deploy to reach HCPs in their “blue-jeans moments.”
Read the full press release HERE.
