PurpleLab’s real-world healthcare data combines with Chalice AI’s custom predictive modeling to help marketers build secure media strategies around the outcomes that matter to their business
NEW YORK – September 14, 2026 - Chalice AI, the platform-independent AI media decisioning company, and PurpleLab, a healthcare analytics company powering real-world data across 330 million+ U.S. patient lives and more than 3 million HCPs, today announced a partnership that will enable healthcare marketers to turn trusted healthcare intelligence into custom predictive models built around their specific business and patient outcomes.
Healthcare marketers have access to increasingly sophisticated clinical and claims intelligence, but translating those signals into scalable media decisions remains difficult, particularly in a highly regulated category where privacy, security and compliance considerations shape how data can be used. Campaigns often begin with a predefined audience or broad proxy for intent, leaving marketers to optimize against assumptions rather than the outcome they ultimately want to drive.
Chalice AI and PurpleLab are bringing a different approach to healthcare media. The partnership combines PurpleLab’s longitudinal medical and pharmacy claims data with Chalice’s custom AI modeling and optimization capabilities. Together, the companies will create bespoke, brand-specific predictive models designed to identify new audience members likely to be interested in specific drugs or therapeutic areas, uncover prescriber opportunities, predict adoption and attrition, and drive incremental growth.
Rather than relying solely on static audience segments, Chalice creates audiences based on their predicted likelihood of an advertiser-defined outcome. PurpleLab’s healthcare intelligence provides the underlying signals needed to understand patient trends and healthcare professional behaviors, while Chalice translates those signals into predictive insights that can inform media decisioning and activation.
The result is a more adaptive approach to healthcare media. Models can be refreshed as new healthcare signals and campaign performance data become available, helping marketers make more responsive decisions and more closely connect media investment to business outcomes.
“Healthcare marketers don’t need another off-the-shelf audience. They need the ability to start with the business or patient outcome they’re trying to achieve and build an AI strategy specifically around that objective,” said Adam Heimlich, CEO of Chalice AI. “The opportunity is to turn trusted healthcare intelligence into a predictive advantage unique to each brand, then put that intelligence to work wherever media is bought. PurpleLab gives us the foundation to do exactly that.”
Transparency, security and data provenance are central to the partnership. Models are developed in privacy-first, secure environments, with marketers retaining visibility into the data categories and provenance informing their models and the methodology used to translate those signals into media decisions. This approach enables healthcare marketers to apply custom predictive modeling while addressing the privacy, security and compliance considerations inherent to healthcare data.
“AI is only as valuable as the data powering it and the confidence marketers have in how that data is being used,” said Kyle Armstrong, VP, Agency and Platform Sales at PurpleLab. “By bringing PurpleLab’s real-world healthcare intelligence together with Chalice’s custom predictive decisioning, we’re giving marketers a more transparent and actionable way to connect healthcare signals to the outcomes they are ultimately trying to drive.”
Designed to support a growing range of patient and HCP use cases, the collaboration can help marketers identify likely new patients and prescribers, model adoption and attrition, and connect predictive insights to media and creative strategy. Models can be activated through Chalice across connected television, social platforms and the open internet, allowing healthcare marketers to apply the same custom intelligence across channels.
About PurpleLab
PurpleLab® is a health-tech company driven by one clear philosophy: outcomes matter most. As your trusted partner for real-world data, we help organizations drive decisive action based on precise insights – with the ultimate goal of giving everyone a fighting chance at the best possible health outcome. Discover what’s possible at https://purplelab.com/.
About Chalice AI
Chalice AI (www.chalice.ai) is the leading AI platform for advertising growth. Advertisers’ custom models can be deployed in all major DSPs/SSPs, as well as Meta and YouTube. In 2024, Chalice pioneered the first containerized bidding agent in an SSP, enabling advertisers to optimize supply around their goals—bringing quality, context, and performance together in a single buying strategy.
