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Presented through user-friendly dashboards, Affinity uses data from the registration-based Medscape Global Network. It captures and funnels user activity and consumption data within the Network to provide valuable insights into key audiences. Whether focusing on Medscape’s broad professional base or specific professions, Affinity offers a deeper understanding of their digital preferences.

“The Medscape Global Network houses a significant amount of online journey and consumption data, accumulated over many years and tens of millions of user sessions,” said Jeremy Schneider, Chief Commercial Officer at Medscape Global. “Now for the first time, Affinity makes aggregate insights on physician content preferences and online behaviour available externally to pharmaceutical marketers. By delivering actionable insights in real time, marketers can adapt quickly and make strategic decisions that enhance their overall effectiveness and reach.”

The insights from Affinity enable organisations in refining their strategies and improving engagement with healthcare professionals. By leveraging the comprehensive data Affinity offers, organisations can tailor their content and outreach efforts more effectively, ensuring that they meet the evolving needs of their audience.

More information on Medscape Affinity is available here: https://www.medscapeglobal.com/what-we-do/affinity-by-medscape/

Full press release available here: https://www.webmd.com/corporate/press/default.htm

About Medscape

Medscape is the leading source of clinical news, health information, and point-of-care tools for health care professionals. Medscape offers specialists, primary care physicians, and other health professionals the most robust and integrated medical information and educational tools. Medscape Education (medscape.org) is the leading destination for continuous professional development, consisting of more than 30 specialty-focused destinations offering thousands of free CME and CE courses and other educational programs for physicians, nurses, and other health care professionals.

Both Medscape and Medscape Education are part of WebMD Health Corp., an Internet Brands company.

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This article explores the key benefits of incorporating Medscape’s new technology platform into a pharma marketer’s media strategy and highlights this approach, using Medscape’s 1st party publisher opt-in process, is fully GDPR compliant.

Identifying the Audience with Medscape’s Verified 1st Party Publisher Data

Medscape, the leading online resource for healthcare professionals, provides a wealth of 1st party publisher data that can be instrumental in identifying and understanding a target HCP audience. This data encompasses insights into the preferences, behaviours, and interests of healthcare professionals, allowing pharma marketers to tailor their content to resonate with the audiences that matter most to them.

Pulsepoint and Medscape working together is the first time a publisher and a supply-side platform has joined forces to offer the ability to target audiences online programmatically. One of the key advantages of utilising 1st party publisher data is its accuracy and reliability. Medscape verifies its users, ensuring that the data is up-to-date and reflective of the real preferences of healthcare professionals. This granular level of detail enables marketers to create highly targeted campaigns that are more likely to capture the attention of their intended audience, but also provide the confidence that they are reaching that intended audience with precision and accuracy to ensure compliance.

Reaching and Reengaging with PulsePoint Technology

PulsePoint’s programmatic technology plays a pivotal role in the success of this retargeting strategy. Taking advantage of sophisticated algorithms and automation, pharma marketers can efficiently identify and reengage healthcare professionals across the vast expanse of the open internet. PulsePoint allows for the placement of ads on those websites that are frequented by HCPs.

Medscape’s integration with PulsePoint technology enables marketers to extend their reach beyond the Medscape Global Network. This is particularly advantageous as healthcare professionals most often navigate various channels for both personal and professional purposes. Medscape Extend ensures that marketers stay connected with their HCP audience wherever they go on the internet after visiting a Medscape property.

GDPR Compliance through Medscape’s 1st Party Publisher Validation

Navigating the regulatory landscape is of utmost importance in EU pharma marketing. Medscape’s 1st party publisher validation process is designed to adhere to the General Data Protection Regulation (GDPR), ensuring that user data is collected and used in a transparent and lawful manner.

Healthcare professionals who engage with the Medscape Global Network actively consent to the use of their data for personalised content and advertising. This opt-in approach aligns with GDPR requirements, giving EU pharma marketers confidence in the legality and compliance of their retargeting efforts.

Incorporating Medscape Extend into the media strategy of EU pharma marketers is a strategic move that offers numerous benefits. The combination of 1st party publisher data and programmatic technology allows marketers to precisely identify and reengage their target audience across the open internet. Moreover, Medscape’s GDPR-compliant 1st party publisher validation process ensures that marketers can navigate the regulatory landscape with confidence. By leveraging Medscape Extend in their retargeting efforts, EU pharma marketers can enhance the effectiveness of their campaigns and establish meaningful connections with healthcare professionals in the digital realm.

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LONDON, [February 14, 2024] — Medscape, a leading healthcare information platform, and PulsePoint, a marketing technology company, have joined forces to introduce Medscape Extend. For the first time ever, this innovative solution empowers marketers to accurately reach and message verified healthcare professionals (HCPs) across the internet in the UK, EU, and Canada. With Medscape Extend, Medscape has integrated its highly engaged and authenticated HCP membership with PulsePoint’s programmatic targeting capabilities into a single platform that enables the delivery of advertising to HCPs across all digital media touch-points.

“The global pharma media industry is in a period of positive transformation, with publishers, agencies and clients pushing for increasingly intelligent approaches to prescription brand challenges. Medscape Extend is a brilliant addition to this and opens the door to creative media campaigns both on and off the Medscape Professional Network,” said Richard Springham, Managing Director, Initiative Health. “The ability to target verified HCPs in a multi-dimensional manner across their entire media journey is a key facet of modern HCP media campaigns. The team at Medscape have been able to build this in a connected, compliant, and scalable way. I’m excited to see how planners across the industry use Medscape Extend creatively in campaigns.”

In the ever-evolving landscape of pharmaceutical marketing, reaching healthcare professionals with targeted and relevant content wherever they engage is crucial. One powerful tool in the arsenal of global pharma marketers remains messaging HCPs on endemic sites like the Medscape Everywhere network. However, with Medscape Extend, marketers can now extend this marketing strategy across the open internet and in a manner that is fully compliant against the necessary European General Data Protection Regulation (GDPR) consent.

“With this launch, we’re excited to continue delivering the market high quality audiences, with scale, transparency, and real-time optimization. There’s a huge upside for advertisers who are looking to reach healthcare professionals in Europe and Canada,” said Jeremy Schneider, Group General Manager of WebMD Global. “Medscape Extend represents our commitment to innovation in advertising.  As technology has evolved and data capabilities have gotten more precise, advertisers are demanding greater targeting sophistication and automated technologies in addition to the value of direct media.”

Key Benefits for Pharma Marketers:

• Unrivaled reach: Greater reach, scale and opportunity to accurately engage HCPs throughout their journey starting on Medscape, and across the open Internet via PulsePoint’s technology
• Unprecedented insights: Enhanced signals from Medscape 1st party HCP profiles combined with PulsePoint contextual data 
• GDPR Compliance through Medscape’s Verification Process: Active opt-in 1st party consent data from Medscape’s Global Network properties

Initially, Medscape Extend will be used to deliver relevant unbranded content to healthcare professionals in the United Kingdom, European Union and Canada. As part of WebMD Health Corporation, a Internet Brands company, Medscape and PulsePoint already work together in the U.S. to deliver similar healthcare professional digital marketing solutions.

Find out more about Medscape Extend powered by PulsePoint >>

About Medscape 

Medscape is the leading source of clinical news, health information, and point-of-care tools for health care professionals. Medscape offers specialists, primary care physicians, and other health professionals the most robust and integrated medical information and educational tools. Medscape Education (medscape.org) is the leading destination for continuous professional development, consisting of more than 30 specialty-focused destinations offering thousands of free CME and CE courses and other educational programs for physicians, nurses, and other health care professionals.

Both Medscape and Medscape Education are part of WebMD Health Corp., an Internet Brands company.

About PulsePoint 

PulsePoint is a leading technology company that uses real-world data in real time to optimize campaign performance and revolutionize health decision-making. Leveraging proprietary datasets and methodology, PulsePoint targets healthcare professionals and patients with an unprecedented level of accuracy—delivering unparalleled results to the clients we serve. The company is now a part of Internet Brands, a KKR portfolio company and owner of WebMD Health Corp. For more information, visit pulsepoint.com.

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