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Integration gives healthcare marketers access to audience segments based on attitudes, behaviors and motivations through DeepIntent’s programmatic platform
AI-powered audience intelligence platform Tunnl has partnered with healthcare marketing platform DeepIntent to make Tunnl’s research-backed audience segments available through DeepIntent’s healthcare programmatic ecosystem.
The integration is designed to give healthcare and pharmaceutical marketers additional ways to understand and reach audiences in a sector where privacy expectations, regulatory requirements and the sensitive nature of healthcare decisions can complicate audience targeting.
Moving Beyond Demographic and Condition-Based Segments
Tunnl’s audience segments are built using recent opinion research focused on the attitudes, behaviors and motivations that influence decision-making.
For healthcare marketers, these insights can add dimensions beyond traditional demographic or condition-based audience categories. Examples include attitudes toward risk, hesitancy around seeking care, openness to digital healthcare services and factors that influence engagement.
The additional context is intended to help marketers better understand why people may respond differently to similar healthcare needs and develop communication around those differences.
Understanding Barriers to Healthcare Engagement
People with similar demographic characteristics or healthcare conditions can have very different reasons for seeking or delaying care.
One individual may be hesitant to seek treatment, while another may depend on caregiver support or prefer digital healthcare services because of convenience. Traditional audience classifications may not fully capture those behavioral differences.
Research-backed segmentation can provide marketers with additional insight into these attitudes and motivations while supporting audience planning within the requirements of the healthcare advertising environment.
Through DeepIntent, those audience insights can then be activated within a healthcare-focused programmatic platform.
Connecting Audience Intelligence With Programmatic Activation
The partnership combines Tunnl’s research-based audience intelligence with DeepIntent’s healthcare advertising infrastructure.
Sara Fagen, CEO and co-founder of Tunnl, said healthcare marketers need audience insights that go beyond demographics and conditions to understand factors such as hesitation, risk perception and preferences for digital healthcare engagement.
Natalie Mancuso, SVP of Data Partnerships at DeepIntent, said the partnership adds new dimensions to audience planning by incorporating research into attitudes, motivations and behaviors that influence healthcare decisions.
Expanding Research-Backed Audience Solutions
Healthcare is one of several categories supported by Tunnl’s broader audience intelligence platform. The company’s research-backed modeling approach is also used for audiences across consumer, advocacy, media, politics and other markets.
The partnership gives healthcare marketers a way to incorporate these audience insights into programmatic campaigns while allowing Tunnl to expand its activation network across additional categories and channels.
By connecting research-based audience understanding with programmatic activation, the companies aim to give marketers more context for reaching audiences while navigating the complexities of healthcare advertising.
