Population Intelligence

Population Intelligence, part of the Populi suite from Definitive Healthcare, is a consumer and patient analytics platform designed to help healthcare providers and organizations drive stronger performance in marketing and digital advertising. Built from modeled data on more than 225 million unique consumers aged 18 and older, Population Intelligence enables precise targeting, personalized messaging, and compliant audience activation across the right channels at the right time.

The platform is purpose-built for healthcare marketing, strategy, and growth teams that need to identify, segment, and engage high-value patient and consumer audiences. By combining national all-payer claims data, consumer-level data, and advanced data science, Population Intelligence delivers high statistical relevance and accuracy across its models.

Core Use Cases and Capabilities

• Analyze market opportunities: Research market areas and consumer behaviors to understand target audiences and assess campaign opportunity size.
• Segment and target audiences: Build custom audiences and segments using demographic, geographic, health interest, and social determinants of health (SDOH) data.
• Build personalized campaigns: Use behavioral and attribute information to tailor acquisition and nurture campaigns and personalize engagement across channels.
• Activate consumers compliantly: Tap into DMP/DSP and trade desk platforms through de-identified tokens to compliantly activate patient and consumer audiences without third-party data sharing.
• Increase hyper-targeting: Tailor messaging in the right media and channels to reach specific audiences where they consume information.
• Improve re-marketing: Append SDOH and health interest attributes to re-engage audiences who have already interacted with your organization.

Population Modeling and Data Models

• Clinical interest models: More than 90 models across categories including cardiology, orthopedics, and oncology to understand consumer interest and potential patient journeys.
• Media and channel models: Identify the optimal media and channels to reach specific consumer segments.
• SDOH models: Incorporate social determinants of health to enrich audience understanding and improve targeting relevance.
• Precision demographics: Granular demographic data to support highly specific audience segmentation and personalization.

Analytics and Flexibility

• Supports both high-level market exploration and granular analyses into specific health attributes.
• Self-service analytics enable teams to understand consumers from multiple perspectives, including geographic distribution, life stage group, and health behaviors.
• Available via a self-service platform with pre-built dashboards, or accessible directly from internal systems of choice.
• Consumer data can be appended to existing patient or customer records to build a broader, more holistic understanding of their needs.

Business Outcomes

• Grow revenue: Precisely target audiences most in need of your solutions.
• Increase patient acquisition and retention: Engage customers on the channels they use with messaging that resonates.
• Improve marketing return on investment: Enhance strategies and tactics with demographics, SDOH data, and health interest attributes.

Complementary Solutions

• Market Forecast: Analyze market potential projections up to 10 years into the future based on forecasted Census population metrics, diagnosis volume, or procedural volume, available as an add-on bundle with Population Intelligence.

Population Intelligence integrates directly into enterprise data warehouses and Salesforce, including Salesforce Data Cloud, with no third-party data sharing to ensure all PHI/PII and first-party data remains in-house. The platform is designed to equip cross-functional teams across an organization with the consumer and patient insights needed to drive growth compliantly and at scale.