Healthcare Compliance Framework
HIPAA
Safe Workflow
Architecture
SOC 2 TYPE II
Certified
What's Included — Every Campaign
De-identified audience processing — no PHI used or stored
6.2M NPI-verified physician records by specialty
Real-time audience updates every 15 minutes
Script lift & enrollment measurement — HIPAA-safe
Retail pharmacy footfall monitoring included
BAA available · audit documentation provided
Two Distinct Targeting Approaches. Both Compliant.
Semcasting supports DTC consumer health targeting and HCP (healthcare professional) targeting through separate, purpose-built data environments - each designed for the compliance requirements of its audience.
NPI Physician Targeting
Over 7.2 million physician records by NPI at work and 6.8 million at home, matched to digital identities. This enables HCP-level targeting by specialty, practice type, prescriber category, disease states, and treatments. Reach physicians when they are available on CTV, programmatic display, and medical publisher networks at work and at home.
Condition-Based Consumer Audiences
Consumer audiences built from modeled condition indicators, not PHI, including chronic disease management, treatment-seeking behavior, and healthcare provider prescription history and HIPAA safe trade areas. Compliant consumer targeting for DTC campaigns.
Rx Category & OTC Data
Prescription category affinity and OTC purchase behavior data enabling brand-level targeting for pharmaceutical launches, competitive conquest, pharmaceutical distribution patterns and patient adherence campaigns.
Caregiver Targeting
Identify primary caregivers for aging parents, pediatric patients, and chronic condition family members, a critical audience for home health, medical device, and pharmaceutical brands whose purchase decisions are made by the caregiver, not the patient.
Health System Targeting
Target decision-makers and administrators at specific hospital, clinical treatment, medical groups, and integrated delivery networks — by system name, bed count, geography, and department — for medical device, pharmaceutical, and health technology sales campaigns.
Script Lift Measurement
Measurement of Pharmaceutical Advertising performance is critical to cost containment for the pharma companies. Semcasting provides the identity connectivity from audience, to over 40 platforms of Linear, CTV, TV Platforms, Display, Social, and Audio to hand off resolved media touches to Claims data and HIPAA modeled analytics.
How Healthcare & Pharma Marketers Use Semcasting
Six proven use cases, from DTC patient awareness to clinical trial recruitment to point of care digital advertising.
DTC Patient Awareness
Reach Patients in Specific Therapeutic Categories
Condition-based consumer audiences across CTV, display, and social. HIPAA-safe, no PHI. 40+ therapeutic categories.
HCP Detailing & Education
Reach the Right Prescribers in the Right Specialty
Target physicians by NPI, specialty, and prescribing category across display, endemic publishers, and CTV.
Drug Launch Campaigns
Coordinate HCP & Patient Audiences Simultaneously
Run parallel prescriber and patient campaigns in the same therapeutic area, unified by a single identity layer.
Rare Disease Targeting
Find Physicians Who Treat Even the Smallest Conditions
NPI targeting reaches the exact specialists treating a condition, even when the total prescribing universe is only a few thousand physicians nationally.
Health System Marketing
Target Administrators, Procurement & Clinical Staff
Reach decision-makers at specific health systems by organization, department, and purchasing role for pharma, device, and health tech sales.
Closed-Loop Measurement
Coordinate HCP & Patient Audiences Simultaneously
Prove which channels drove script lift and match ad-exposed audiences to de-identified Rx outcomes through a HIPAA-compliant clean room, no PHI exposed.
From Member Lists or HCP List to Live Campaign in 48 Hours
No PHI. No heavy integrations. No compliance risk. Semcasting's HIPAA-safe workflow handles matching, activation, and real-time measurement in a single workflow.
Ingest Your File
Upload NPI, patient, or HCP lists, processed in a HIPAA-safe clean room.
Deterministic Match
85%+ match rate — 142% better than direct platform onboarding.
Activate Across Channels
Push to CTV, display, social, and audio via 40+ DSP integrations.
Measure in Real Time
Audience updates every 15 minutes - match back to script lift, pharmacy footfall, or enrollment.
Connecting Cross-Channel Media to Prescription Lift
A leading pharma brand sought to measure the real-world Rx lift impact of its cross-channel marketing for a high-profile medication across CTV, programmatic, endemic sites, search, social, print, and email.
Four Problems No Single Platform Could Solve
Fragmented Media Data
Multiple agencies and platforms delivered exposure data in different formats with incompatible IDs, no way to normalize across platforms into a single measurement model.
Regulatory Limitations
HIPAA prevents direct connection between campaign results and individual health data. Any measurement solution had to operate in a privacy-safe environment at every step.
Cross-Channel Identity
No way to connect patient or HCP exposure across devices and media - impossible to know if a physician saw the campaign on CTV and then visited the brand website.
Attribution Complexity
No single source of truth to measure each channel's contribution to total prescriptions, leaving budget allocation based on platform-reported metrics, not real outcomes.
Unified Identity & Measurement Framework
Semcasting served as the neutral clean room and data translation layer between media exposures and prescription outcomes, ingesting exhaust from different platforms, normalizing inputs, and enabling linkage to real Rx data.
Step 01
Identity Resolution Across Channels
Two custom tracking tags deployed: IDX Ad Serving Tag for impression channels, IDX Site Tag captures UTM codes from social, search, print, and email.
Step 02
Translating Anonymous Signals
Identity Graph resolves IPs, devices, UID2, and BGIDs to privacy-safe pseudonymous IDs, translated to Claims Data Provider IDs for matching. No PII ever exposed.
Step 03
Claims Data Integration
Claims Data Provider performs HIPAA-compliant matching and appends de-identified Rx outcomes to exposure data. Continuous secure data flow.
Step 04
MMM Analytics
MMM partner quantifies incremental script lift by channel, identifies diminishing returns, and simulates budget reallocations to forecast future ROI.
From Reactive Reporting to Predictive Planning
Each month, exposure data was aligned with de-identified prescription outcomes, giving the MMM partner a dependable dataset to model channel impact, calculate incremental lift, and forecast future spend with accuracy.
Channel Contribution Visibility
Pinpoint which partners and tactics had the strongest influence on prescription lift, and which channels delivered overlap with limited incremental contribution.
Incremental Lift Quantification
Quantify true media-driven script lift across channels, accounting for seasonality, competitive activity, and geography to separate from baseline trends.
Actionable Budget Optimization
Reallocate budget to creatives and platforms more efficiently, identifying diminishing returns by messaging, platform, and region for optimal spending.
Budget Scenario Modeling
Simulate budget reallocation scenarios to forecast ROI, moving from post-campaign measurement to pre-campaign scenario planning grounded in real attribution data.
HIPAA-Safe by Architecture, Not Just Policy
Semcasting's data architecture is designed from the ground up for regulated healthcare markets, conforming to IAB, NAI, and all state and federal statutes.
No PHI Ever Used or Stored
Health segments are built entirely from de-identified, opt-in behavioral and demographic data. No Protected Health Information is ever incorporated, stored, or used in any audience building or matching process.
HITRUST CSF Certified Infrastructure
HITRUST certification for safe handling of highly sensitive data for medical, healthcare, pharmaceutical, financial service, and insurance marketing campaigns. Subject to annual audits.
SOC 2 Type II · BAA Available
SOC 2 Type II compliance certified by the AICPA. Business Associate Agreements available for clients requiring formal HIPAA compliance documentation. OneTrust third-party compliance for all web visitors.
HIPAA
Adheres to Standards
HITRUST
Adheres to Standards
SOC 2
Type II Certified
NAI
Adheres to Standards
DAA
Adheres to Standards
The Right Semcasting Products for Healthcare & Pharma
Self-Serve Platform
ID ToolBox
For pharma brands managing complex multiplatform search, social, display, CTV, audio and linear TV environments, ID ToolBox consolidates data enhancement, identity resolution, and audience measurement in a single platform, replacing multiple point solutions with one integrated workflow.
Full Service
Managed Services
For pharma and healthcare brands that want Semcasting's team to execute a full measurement and activation operation: HCP and patient audience strategy, omnichannel campaign management, claims data integration, and closed-loop Rx attribution.
Start Reaching Decision-Makers, Not Just Businesses
Talk to our B2B team about your target accounts and ICP. We'll show you what Semcasting can match, activate, and prove across your media mix.
