PulsePoint Unveils Adaptive Optimization™, Tackling Waste in DTC Pharma Campaigns

PulsePoint, a leader in healthcare marketing tech, is raising the bar in precision media buying with the launch of Adaptive Optimization™—an AI-powered solution aimed at dramatically reducing waste in direct-to-consumer (DTC) pharmaceutical campaigns.

According to PulsePoint's Chief Product Officer Ezra Suveyke, the traditional DTC model is inefficient: “Far too much budget is spent on consumers who have no relevance to the brand. Adaptive Optimization™ addresses this by focusing ad delivery on audiences more likely to engage based on clinical relevance.”

The platform doesn’t just optimize around typical media performance metrics. Instead, it integrates clinically relevant signals and deidentified patient cohort data to dynamically reallocate budget across higher-performing audience segments—all in real time. This is made possible through its privacy-compliant access to a clinical cleanroom, enabling continuous rescoring of audience segments.

In early tests across multiple pharma brands, Adaptive Optimization™ has already shown significant performance lifts, improving qualified audience reach while reducing media waste.

Parker Noren, SVP of Growth and Strategy at PulsePoint (part of Medscape and WebMD), emphasized the advantage of the company’s health-only focus: “No generalist DSP can do this. We built this solution with the compliance rigor and audience sensitivity that healthcare demands.”

With this launch, PulsePoint aims to reset expectations across both HCP and DTC pharma marketing. By leveraging its deep health data foundation and AI-driven delivery model, it’s putting pharma brands back in control of both reach and relevance.

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