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Marketecture: Get Smart. Fast.
Episode 96: Chris Paquette from DeepIntent explains programmatic for healthcare
Nov 1, 2024
Chris Paquette, CEO of DeepIntent, delves into the transformative world of programmatic advertising in healthcare. He discusses the delicate balance of leveraging healthcare data while adhering to privacy rules. The conversation highlights the rise of Connected TV and its impact on advertising strategies. Additionally, Paquette shares insights on the competitive landscape and recent investments in AI, along with innovative approaches for small and medium-sized businesses navigating the digital advertising space.
40:03
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Quick takeaways
- The digitization of health records, driven by the 2008 HITECH Act, has transformed healthcare marketing by enabling data accessibility and integration for better patient care.
- Navigating HIPAA regulations while leveraging medical claims data for healthcare marketing illustrates the critical balance between data protection and effective targeting in the industry.
Deep dives
The Digital Renaissance in Healthcare
Healthcare has undergone a significant transformation due to the digitization of health records, primarily driven by policies established around the 2008 HITECH Act. This monumental shift allowed healthcare providers to access and utilize electronic health records more effectively, resulting in the integration of applications that leverage digital health data for improved patient care. As data becomes accessible, opportunities for machine learning and pattern recognition expanded, paralleling advancements seen in the programmatic advertising sector. This evolution created a specialized need for platforms that understand the unique complexities of healthcare marketing to enhance performance and precision.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode