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The Trade Desk has officially rolled out its HCP endemic pharma advertising marketplace.

Baron Harper, senior director of business development for the pharma vertical, unveiled the company’s latest medical marketing offering at an industry conference earlier this week.

Now available for pharma clients to use alongside existing non-endemic options, the platform offers a consolidated view of HCP and DTC marketing efforts, integrating with IQVIA and Swoop for audience targeting and data reporting.

Clients will now have the ability to upload NPI lists and use data partnerships to target HCPs across multiple digital channels, such as CTV, display, online video, mobile and audio.

Harper said the new marketplace reflects the growing importance of the pharma category at The Trade Desk and underscores why the company has made significant investments in data partnerships and inventory scale.

The Trade Desk’s ambition, he added, is to provide clients with a “one-stop shop” for premium inventory across healthcare and non-healthcare environments.

“I want to get us to a point where we’ve got a true holistic, omnichannel picture that drives results,” he said.

The solution was designed in response to decreased access by sales reps and changing media consumption among HCPs, Harper noted, adding that it aims to balance endemic and non-endemic ad exposure, manage frequency and avoid ad fatigue.

Harper said the HCP endemic marketing solution also addresses three critical pharma client challenges. 

The first is the scale of endemic site advertising through direct publisher connections via OpenPath. This eliminates middlemen and reduces fees, Harper said, which means more of the client’s ad budget goes to actual media buying. 

The second is transparency in inventory sourcing and the third issue addressed by the offering is high-quality, premium inventory of ad placements.

Recognizing this as a value differentiator compared to other DSPs on the market, Harper underscored the transparency angle as particularly important.

He emphasized that transparent reporting through this new HCP endemic marketplace allows clients to see exactly where ads ran, how much was spent on them and what engagement metrics were achieved. 

In the short-term, Harper said the company wants to prove to its clients that it can provide these ad services efficiently with transparency and accountability.

He also discussed “white coat moments” — when HCPs interact with advertising while in their professional roles — and the importance of maximizing a clients’ messaging in those brief, critical moments when prescribing behaviors can be effectively impacted.

“With the white coat moments, it’s going to be transparent so you’re not wasting money — it’ll be more dollars going to working media,” he said. “With those direct connections, we’re going to be able to show [clients], transparently, what they’re paying and what they’re getting in return.”

The long-term goal, he said, is to tie both online and offline touchpoints to business and patient outcomes. Only then, he noted, can the Trade Desk and its clients achieve the clearest sense of what’s working from an operational point of view.

“Then we’ll be much more efficient, our clients will be more efficient and, ultimately, that’s going to lead to better business outcomes and patient outcomes,” he said.