PulsePoint has launched DTC Explorer, a self-service workspace that lets pharma marketers build, refine and publish what the company calls clinically-informed “Bespoke Audiences” in hours instead of the days or weeks a custom segment request typically takes, according to PulsePoint’s own release. Marketers can filter by consumer demographics, clinical signals, prescribed drugs, insurance provider, geography or NPI list, watch real-time aggregate device and consumer counts update as they narrow the segment, and publish the finished audience straight into PulsePoint’s platform for activation.
The tool plugs into PulsePoint’s existing HCP2DTC system, the layer that connects physician-side engagement data to consumer-facing campaigns, through what the company describes as a built-in crosswalk filter that anchors a consumer audience back to the brand’s HCP targeting strategy. Audiences refresh automatically as new claims data arrives, and the company says AI-driven audience construction through its Hatch platform is coming next. “What DTC Explorer changes is the speed and control,” said Ezra Suveyke, Chief Product and Technology Officer at PulsePoint. “Teams can now iterate on their audience the same day, test different segments side by side, and align their DTC strategy in real time to what is happening in the physician engagement layer.”
The original insight is in what self-service does to the pharma marketing workflow specifically, a category where audience requests have historically routed through a data science or media team because clinical segmentation carried real compliance stakes. Handing that control directly to the marketer does not remove the compliance question, it moves it earlier, into the same-day iteration loop Suveyke describes. That is the trade every category eventually makes when it self-serves a previously specialist function: faster testing in exchange for more surface area where a rushed audience build can go wrong, and it puts pressure on PulsePoint’s guardrails, not just its speed, as the real product to evaluate.
Source: PR Newswire. Related: Switching DMPs Is Safer Than Not Switching and Pharma Just Showed Every Vertical a CRM Warning.
