Best DSPs for Pharma Advertising
In the world of programmatic advertising, Demand-Side Platforms (DSPs) are critical tools that enable marketers to purchase digital ad inventory across various channels efficiently.
While general-purpose DSPs like AdRoll and The Trade Desk are versatile and powerful, specialized DSPs tailored to industries like healthcare and pharma provide unique advantages.
This article explores some of the top DSPs for pharmaceutical advertising, such as PulsePoint, DeepIntent, and Lasso by IQVIA, and contrasts them with broader DSP solutions.
Why Specialized DSPs Matter in Pharma Advertising
The pharmaceutical industry faces strict regulations and unique audience targeting needs. Marketers must navigate privacy laws (e.g., HIPAA), ensure compliance with advertising standards, and precisely reach specific audiences like healthcare providers (HCPs), caregivers, or patients. General-purpose DSPs often lack the built-in capabilities to address these challenges effectively.
Specialized DSPs like PulsePoint and Lasso by IQVIA are explicitly designed for healthcare and pharma marketers, offering:
HIPAA-compliant NPI targeting
Contextual and audience data specific to healthcare
Granular reporting on health-related metrics
Top DSPs for Pharma Advertising
1. PulsePoint
PulsePoint is a leading DSP tailored for healthcare marketing. It stands out with its proprietary AI-powered health data and targeting solutions.
Key Features:
Contextual targeting for disease-specific campaigns
Real-time optimization based on healthcare data
Access to a broad network of health-related publishers
Use Case: A pharmaceutical company can run a campaign targeting users reading about diabetes management, ensuring their ad aligns with the content’s context.
2. Lasso by IQVIA
Lasso, part of IQVIA, connects healthcare data with programmatic advertising. Its data-driven platform ensures precision in targeting healthcare professionals and patients.
Key Features:
Integration with IQVIA’s extensive health data
Detailed HCP and patient journey mapping
Omnichannel campaigns across display, social, and connected TV
Use Case: A drug manufacturer can leverage Lasso to target HCPs prescribing a specific medication or patients actively seeking treatment options.
3. DeepIntent DSP
DeepIntent is a leading healthcare DSP explicitly designed for pharmaceutical marketers, offering unparalleled precision and compliance. Built to align healthcare marketing with measurable outcomes, DeepIntent connects audience targeting with patient health data in a privacy-safe way.
Key Features:
Audience Targeting: Combines medical claims data, audience insights, and real-world evidence to target patients and healthcare professionals effectively.
Health Outcomes Optimization: Unique in the industry, DeepIntent links ad exposure to real-world health outcomes, ensuring campaigns drive measurable results.
Compliance-First Approach: Fully compliant with HIPAA and other healthcare regulations, safeguarding sensitive data throughout campaigns.
Use Case: A pharmaceutical company can use DeepIntent to reach physicians prescribing treatments for chronic conditions or patients actively seeking specific therapies while directly measuring the campaign's impact on health outcomes.
DeepIntent's innovative approach bridges the gap between advertising and real-world health results, making it a top choice for pharma marketers.
4. Healthlink (Honorable Mention)
Healthlink is another healthcare-focused DSP with a strong emphasis on compliance and audience segmentation within the health sector.
Key Features:
Compliance with healthcare advertising regulations
Dynamic creatives tailored to patient journeys
Proprietary healthcare audience segments
5. Doceree
Doceree is a healthcare-focused programmatic advertising platform designed to help marketers reach healthcare professionals (HCPs) with precision and compliance.
Key Features:
Proprietary targeting technology: Leverages advanced algorithms to accurately identify and engage verified healthcare professionals (HCPs) with tailored messaging.
HIPAA-compliant advertising: Guarantees full adherence to healthcare data privacy regulations, ensuring secure and trustworthy campaigns.
Omnichannel engagement: Reaches HCPs seamlessly across websites, mobile apps, and email platforms to maximize visibility and impact.
General DSPs: AdRoll, The Trade Desk, and Beyond
While specialized DSPs excel in healthcare-focused campaigns, general-purpose DSPs like AdRoll and The Trade Desk offer unmatched versatility and scale.
AdRoll specializes in retargeting and prospecting for e-commerce but may lack the healthcare-specific data integrations needed for pharmaceutical campaigns.
The Trade Desk is a powerhouse for enterprise marketers, providing:
Access to virtually all programmatic inventory
Robust AI-driven optimization tools
Superior cross-channel targeting
However, general DSPs typically require third-party integrations or custom solutions to achieve the targeting and compliance necessary for pharma advertising.
| Feature | Pharma-Specific DSPs | General DSPs |
|---|---|---|
| Compliance | Built-in HIPAA-compliance | Requires manual configuration |
| Audience Data | Pre-loaded healthcare data | Requires third-party data |
| Targeting Precision | Contextual and patient-specific | Broad audience reach |
| Scalability | Limited to healthcare channels | Extensive global inventory |
| Ease of Use for Pharma | Tailored dashboards for HCPs and patients | General use-case dashboards |
How to Choose the Right DSP for Pharma Advertising
Consider Compliance Requirements: A specialized DSP is essential if your campaigns involve sensitive health data.
Assess Targeting Needs: For niche audiences like HCPs, use platforms like Lasso or PulsePoint.
Scale and Budget: For broad campaigns with fewer compliance constraints, platforms like The Trade Desk may suffice.
Final Thoughts
Pharmaceutical advertising demands a tailored approach, and DSPs like PulsePoint and Lasso by IQVIA provide the tools necessary to navigate this complex landscape. While general DSPs such as AdRoll and The Trade Desk offer scale and versatility, they often require additional layers of customization to meet the unique needs of pharma marketers.
Choosing the correct DSP ultimately depends on your campaign goals, audience, and compliance requirements. By leveraging the strengths of specialized platforms, pharma marketers can deliver impactful, precise, and compliant advertising campaigns.
How Traffic Engine Can Help
Traffic Engine makes pharma advertising simple and effective. We use platforms like PulsePoint and Lasso to target the right audiences—patients, healthcare professionals, or caregivers—while ensuring compliance with industry rules. Whether you're promoting a new drug or boosting brand awareness, we help you run campaigns that deliver results.
