Tunnl and DeepIntent team up on research-driven healthcare audience targeting
Tunnl has partnered with DeepIntent to make its research-based audience segments available through DeepIntent’s healthcare programmatic platform. The integration adds attitudinal and behavioral dimensions, such as care hesitancy and openness to digital services, to traditional demographic or condition-based targeting. The companies say this helps healthcare marketers reach patients within a complex regulatory and privacy environment.
Tunnl, an audience intelligence firm using AI, will offer its opinion-research-derived segments through DeepIntent’s programmatic system for health advertising. The tie-up aims to give campaign planners more options than standard population or diagnosis groupings.
The segments incorporate views and actions, such as reluctance to obtain care, risk tolerance, comfort with digital health offerings, and triggers for involvement. The partners present this as valuable in a sector governed by tight privacy rules and delicate medical choices.
This integration could affect patients, caregivers, and healthcare marketers by enabling more tailored health communications based on attitudes and behaviors, not just diagnoses or demographics. Some people may find such messages more relevant and supportive, while others may perceive them as intrusive. Because health data is sensitive, the partnership may also intensify scrutiny from regulators and platforms over privacy safeguards, consent, and how audience segments are used in practice.