Medscape and PulsePoint to Unveil Medscape Extend

With Medscape Extend, Medscape has integrated its highly engaged and authenticated HCP membership with PulsePoint’s programmatic targeting capabilities into a single platform. 

Medscape, a provider of healthcare information globally, and PulsePoint, which offers a marketing technology platform, are integrating their capabilities to introduce Medscape Extend. For the first time ever, this innovative solution empowers marketers to accurately reach and message verified healthcare professionals (HCPs) across the internet in the UK, EU, and Canada. With Medscape Extend, Medscape has integrated its highly engaged and authenticated HCP membership with PulsePoint’s programmatic targeting capabilities into a single platform that enables the delivery of advertising to HCPs across all digital media touchpoints.

Richard Springham, Managing Director, Initiative Health, said, “The global pharma media industry is in a period of positive transformation, with publishers, agencies and clients pushing for increasingly intelligent approaches to prescription brand challenges. Medscape Extend is a brilliant addition to this and opens the door to creative media campaigns both on and off the Medscape Professional Network. The ability to target verified HCPs in a multi-dimensional manner across their entire media journey is a key facet of modern HCP media campaigns. The team at Medscape have been able to build this in a connected, compliant, and scalable way. I’m excited to see how planners across the industry use Medscape Extend creatively in campaigns.”

Jeremy Schneider, Group General Manager of WebMD Global, said, “With this launch, we’re excited to continue delivering the market high quality audiences, with scale, transparency, and real-time optimisation. There’s a huge upside for advertisers who are looking to reach healthcare professionals in Europe and Canada. Medscape Extend represents our commitment to innovation in advertising. As technology has evolved and data capabilities have gotten more precise, advertisers are demanding greater targeting sophistication and automated technologies in addition to the value of direct media.”

Initially, Medscape Extend will be used to deliver relevant unbranded content to healthcare professionals in the United Kingdom, European Union and Canada. As part of WebMD Health Corporation, a Internet Brands company, Medscape and PulsePoint already work together in the U.S. to deliver similar healthcare professional digital marketing solutions.