This content was originally published by DeepIntent.
Healthcare marketing is undergoing a transformation, with data-driven insights now serving as the foundation for how brands connect with consumers and providers.
That’s why DeepIntent is excited to spotlight PurpleLab®, a data partner that’s helping pharmaceutical brands and agencies connect with their audiences in more effective and meaningful ways.
In this edition of 5 Questions With, they spoke with the PurpleLab team to learn how they’re leveraging real-world evidence, privacy-first practices, and advanced analytics to shape campaign efficiency and patient engagement.
1. Why is reaching the right audience key for pharma marketers?
For pharma brand marketers and their agencies, advertising investments are too significant to risk on campaigns that don’t connect. Success depends not only on reach, but on engaging the patients and providers who are most likely to benefit.
The value of precision is undeniable. By focusing on the right audiences at the right moments in their health journey, marketers can maximize budgets while driving impact where it matters most—connecting patients with life-improving or even life-saving therapies. In a marketplace where patient behavior and information channels are shifting rapidly, relevance is key.
Research underscores this point. A DeepIntent and MAGNA Media Trials survey of nearly 2,000 patients and more than 1,000 doctors found that one-third of patients rely on pharma ads to learn about conditions or treatments.
More than half said they first discovered a health condition through an ad, and 62% reported they would have missed that knowledge without it. At a time when patient education is fragmented and complex, advertising plays a critical role in uncovering potential treatments and prompting action.
Timing is equally important. With the right data infrastructure, marketers don’t have to wait until a campaign wraps to evaluate results. They can monitor performance in near real-time, refine targeting, and recalibrate messaging while campaigns are still live. This leads to more efficient budgets, faster connections with the right audiences, and a stronger link between precision marketing, measurable ROI, and ultimately, improved health outcomes.
2. What makes PurpleLab unique?
PurpleLab manages one of the largest and most comprehensive health claims databases in the U.S., covering billions of medical and pharmacy transactions across payers, providers, and patients. But size alone isn’t what sets us apart—it’s how we use the data.
We transform complex claims into actionable intelligence that life sciences brands and agencies can easily use to reach highly targeted audiences in a privacy-first way. Our platform packages advanced analytics into an intuitive, scalable, and transparent system.
3. How do you help pharma and healthcare marketers move beyond legacy data silos?
Healthcare data has historically been fragmented—claims in one system, EMRs in another, and patient journeys scattered across the ecosystem. That fragmentation creates blind spots and inefficiencies.
Our HealthNexus® platform brings these data streams together by processing both public and private claims, standardizing them, and delivering a unified view of population health, provider performance, and patient access. This allows pharma teams to move beyond “rearview mirror” reporting and instead design campaigns based on real-time, integrated evidence.
4. How does PurpleLab approach privacy and compliance?
Data used by PurpleLab is HIPAA-compliant and fully de-identified. We are also a member of the Network Advertising Initiative (NAI), adhering to strict standards for responsible data use in digital advertising. Additionally, PurpleLab holds HITRUST certification, which reflects the highest requirements for security and privacy in healthcare data management. This combination of compliance, certification, and accountability means our partners can confidently rely on us for all of their data and measurement needs.
5. Looking ahead, what role do you see PurpleLab playing in shaping the future of healthcare marketing and patient engagement?
Healthcare marketing is shifting from a supporting function to a central driver of how treatments are accessed and adopted. At PurpleLab, we see our role as enabling that transformation. By tying every marketing decision back to real-world evidence, we help organizations identify the right audiences, prioritize market opportunities, allocate budgets better, and measure success, not just after campaigns end but also as they’re being designed with in-flight optimization capabilities.
Looking forward, we see PurpleLab shaping a more informed and accountable healthcare ecosystem, where marketing spend ultimately enhances the patient experience.
We’re excited to combine PurpleLab’s powerful data with the DeepIntent healthcare advertising platform. Through this collaboration, we’re helping brands bridge data, insight, and impact to reach patients when it matters most.
Learn more about our partnership and its preliminary results here.