Dstillery Partners with PurpleLab to Leverage Real-World Data in its Custom Patient Targeting Solution

Dstillery, the custom audience solutions company, partnered with PurpleLab, Inc., a healthcare data and analytics platform provider, to power its Custom Patient Targeting solution with real-world data, including ICD-10 codes from claims data, making the solution even more custom and precise.

Powered by Dstillery’s patented ID-free technology, Custom Patient Targeting is a new privacy-safe targeting solution that helps healthcare brands drive optimal patient outcomes with less waste. With the PurpleLab partnership, Custom Patient Targeting leverages 40 billion medical and pharmacy claims capturing comprehensive coverage of the entire US population and 98% of payer data. Dstillery’s data scientists can seed a brand’s custom model with ICD-10 codes specific to a condition, in addition to search terms proven to reach the right patients. Custom Patient Targeting doesn’t rely on any form of personal user information, making it compliant with HIPAA, NAI and activation platform guidelines.

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“Our partnership with PurpleLab brings to the market the first-ever patient targeting solution that uses the precision of ICD-10 data while also being completely cookieless and identity-free in activation,” said Taejin In, SVP of Product at Dstillery. “Healthcare brands can now achieve the high audience quality KPIs they need without worry about third-party cookies or the privacy risk associated with user-based targeting.”

Agencies and their clients using Custom Patient Targeting, which went live in May 2022, are already running higher performance ad campaigns. A pharmaceutical brand reduced its cost per acquisition (CPA) by 84% and delivered three times more impressions than a contextual targeting solution.

“We know that healthcare brands want precise patient targeting, but are often faced with strict data requirements. By partnering with Dstillery, we’re able to help brands find cookieless alternatives that drive campaign performance while reaching patients in a privacy-safe and compliant way,” said Mark Brosso, founder and CEO at PurpleLab. “I’m excited to see how this partnership will improve experiences for both brands and patients without compromising data or user privacy.”

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