電通、ヘルスケア・オーディエンス向けブランチラボと提携

Dentsu has entered a strategic partnership with BranchLab to strengthen how healthcare brands identify and reach patients and providers. The integration connects dentsu’s proprietary consumer data with BranchLab’s AI platform, Pathwai, a neural network based system built for privacy conscious healthcare audience modeling.

Here is the shift. Instead of relying on legacy medical claims based targeting, the combined setup uses anonymized data and deep learning to translate dentsu’s datasets into healthcare relevant audience segments. These segments are expected to match or outperform traditional claims driven approaches.

Pathwai works by building brand specific neural networks trained on anonymized clinical data. It looks at patterns tied to real world health outcomes such as diagnoses, prescription fills, procedures, and care journeys. From there, it predicts likely condition based audiences within demographic datasets. Those audiences can then be activated across streaming, addressable TV, programmatic, social, and digital channels.

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The platform also includes a self-serve interface, allowing dentsu teams to design, activate, and measure healthcare consumer, caregiver, and professional segments. Models are continuously refined using supervised AI learning from real world outcomes.

All modeling uses HIPAA de identified data and is structured to support state level privacy compliance. The broader goal is clear. Unlock more value from dentsu’s data while keeping healthcare targeting scalable and privacy forward.