• by Karlene Lukovitz  @KLmarketdaily, March 1, 2021

AT&T advertising platform Xandr has partnered with Lasso, an emerging omnichannel healthcare marketing and analytics platform, to offer programmatic advertising to the pharma and healthcare industries. 

Lasso provides a unified workflow for media planning, activation, and measurement across healthcare provider (HCP) and direct-to-consumer campaigns spanning programmatic, social, email and connected TV. Its platform correlates ad exposure to script performance and isolates the net impact of campaigns by comparing exposed populations to a pre-defined control group. 

Combining Lasso’s identity solution, driven by authenticated, consent-based HCP data, with Xandr’s demand-side programmatic infrastructure enables healthcare marketers to match 99% of HCPs on their target list and actively reach an average of 80% of those targets with tailored messaging, according to the companies. Daily physician-level reporting is then built into each HCP campaign. 

The solution is bowing at a time when the COVID-19 pandemic has dramatically disrupted and fragmented sales rep, physician, and patient touchpoints, causing the healthcare industry’s accelerated adoption of online tools, resources and communication. 

To adapt to the new environment, healthcare and pharmaceutical marketers increased digital advertising spending by 14% in 2020, and are the spending is expected to surpass $11 billion in 2021, according to Xandr and Lasso. 

Xandr’s Curate enables Lasso to layer its audience data onto premium inventory and make it available to any DSP integrated with Xandr’s marketplace. 

Lasso will then be able to provide the one-to-one physician-level reporting available through its platform directly, “drastically” growing the addressable market for cross-screen, closed-loop HCP advertising solutions, according to the companies.