Most of healthcare marketing has learned to live with a targeting problem.
The audiences available in market today are built largely on inference: survey panels extrapolated to a national population, purchase behavior used as a proxy for a clinical condition, website visits read as intent. Those signals can correlate with health status, and sometimes the correlation is good... but correlation is as far as they go. So when a brand team asks whether it is actually reaching people managing a condition, the honest answer is usually that nobody can say for certain.
We have officially launched Forian Studios, a product line built so that question has a real answer.
Forian Consumer Studio (FCS) builds direct-to-consumer audiences across 250M+ consumer identities. Forian HCP Studio (FHS) builds audiences of healthcare professionals (HCPs) across 1.9M+ NPIs, including physicians, nurse practitioners, physician assistants, and other prescribers.
FCS is for the team running patient acquisition, condition awareness, and adherence programs. FHS is for the team deciding which prescribers a field force or an HCP media buy should reach. Most brands need both, and most brands currently buy them from different vendors working from different definitions of the same patient.
Both are self-service. Both sit on CHRONOS, the same hybrid claims foundation that powers our real-world evidence work: over 12.5 billion claims annually across 300M+ de-identified patients, with 12 years of history and 7 years of patient longitudinality.
We built both around the same assumption about where the real constraint sits. The slow part is rarely the creative or the media buying. It is how long it takes to get to a defensible audience, and how much you have to take on faith once you have one.
Claims data on its own is no longer a differentiator. Plenty of companies hold claims and build propensity models from them, so the data by itself is not much of a pitch.
The Studios are built around everything between holding the data and running a campaign:
FCS spans 250M+ consumer identities enriched with 950+ consumer attributes, covering demographics, household composition, financial and lifestyle characteristics, and geographic detail. It also includes 300+ clinical propensity models derived from claims signal, covering condition likelihood, treatment stage, and care-seeking behavior.
Two things about those models are worth being clear about. First, they are trained on observed claims activity. We do not ingest another vendor's propensity output as a model feature, because once you do that you can no longer say where a score came from. Second, propensity is a ranking. A high score means a consumer resembles the claims-observed population for a condition, and no clinical record is ever attached to an addressable identity.
FHS targets HCPs on what their claims actually show. Instead of filtering on self-reported NPPES specialty and prescribing-volume deciles, you segment on observed claim activity and on the composition of an HCP's patient panel: condition prevalence, therapy history, line-of-therapy mix, patient age distribution, and payer mix.
FHS also incorporates Forian's Chartis affiliation intelligence, which scores provider-to-organization relationships using geographic proximity, recency of interaction, and share of services performed. That means a campaign can reach an influential specialist and the HCPs referring patients into them as one coordinated audience instead of separate, disconnected buys.
Because both studios share the CHRONOS foundation, a brand can align patient-side and prescriber-side activation around the same clinical cohort. The patient who sees your DTC message and the HCP they will ask about it are both addressable from one product line.
Audiences activate through direct integrations with the major DSPs and through a governed identity-onboarding layer for everything else, reaching hundreds of destinations across eight channel types, plus direct mail where a client enables it.
Because the foundation is claims, measurement does not have to stop at the delivered impression. Prevalence scoring in FCS and campaign measurement in FHS close the loop back to observed clinical activity, which is the subject of the final post in this series.
Forian Studios is available now.
If your team is planning a DTC launch or rethinking HCP targeting, get in touch. We will build a cohort in your therapeutic area and show you the audience before you commit to anything.
Over the next five posts we will go deep on each of these:
Each will be linked here as it publishes. If you already know what you want to target, skip ahead and ask us for a cohort.