DeepIntent and Lane4.io Partner to Expand Programmatic Access to Point-of-Care Media — DeepIntent, Inc.

Event summary

DeepIntent partners with Lane4.io to enhance programmatic access to point-of-care (POC) media via a dedicated supply-side platform (SSP).
The collaboration combines DeepIntent's identity, measurement, and optimization capabilities with Lane4.io's EHR inventory and clinical event messaging infrastructure.
The partnership expands reach to 6 EHR systems and 158,000 unique doctors, with new NPI-level trigger-based messaging capabilities.
POC media spend surpassed $1 billion in 2024, highlighting the channel's readiness for programmatic infrastructure.
The capability will be available to DeepIntent clients beginning mid-June 2026.

The big picture

This partnership aligns with the broader trend of real-time, personalized healthcare marketing, driven by the increasing importance of point-of-care engagement. The collaboration underscores the growing demand for programmatic infrastructure in healthcare advertising, as evidenced by the $1 billion POC media spend in 2024. The integration of EHR inventory and clinical event messaging into programmatic workflows represents a strategic shift towards more measurable and outcome-driven marketing strategies.

What we're watching

Market Adoption: How quickly pharma brands integrate this programmatic POC inventory into their omnichannel strategies.
Competitive Response: Whether competitors will accelerate their own programmatic healthcare advertising solutions.
Scale Dynamics: The pace at which DeepIntent and Lane4.io expand their EHR system and doctor reach.