DeepIntent has launched an agentic AI tool to help healthcare marketers more efficiently extract insights from databases using natural language.
The company sells a demand-side platform that biopharma companies, including Amgen, AstraZeneca, Gilead, Merck & Co. and Teva use to plan, initiate and track digital marketing campaigns. In March, DeepIntent rolled out a product, Helix, that made the data infrastructure underpinning its own products available to agencies including Deerfield, Eversana, Klick Health and Trinity.
DeepIntent’s latest product, Helix AI, builds on the infrastructure. Using Helix AI, marketers can query a database that covers 4 million healthcare providers and 250 million patient lives. The technology is designed to accelerate and simplify tasks such as assessing audience size, analyzing prescriber overlap and tracking campaign performance.
"Helix AI provides a strategic edge by putting advanced, purpose-built data capabilities directly into the hands of our strategists,” Liz Mansell, senior vice president, media strategy at the healthcare agency Fingerpaint Marketing, said in a statement. “Analysis that once took days, and often wasn't feasible at this depth, now takes minutes.”
Agencies can customize Helix AI with first-party analytics, data and media. Agencies have talked up the underlying Helix product, with Paul Cross, vice president, data strategy and reporting at Deerfield, saying in a DeepIntent video that the technology has made workflows 50% faster. The product changed data flows “immensely,” joining information that was previously fragmented across systems, Cross said.
The Helix AI launch comes months after DeepIntent received $637 million from Vitruvian Partners, a private equity firm. The investment is part of an eventful first decade for DeepIntent, which was founded in 2016, acquired by Propel Media in 2017 and the subject of an ultimately unsuccessful buyout bid from IQVIA in 2022. The IQVIA deal collapsed in the face of opposition from the Federal Trade Commission.
IQVIA is pushing ahead with its own AI products, with the company launching technology this week to help pharma marketers identify nurse practitioners and physician assistants who write prescriptions.