DeepIntent this week launched Helix, a purpose-built healthcare advertising cloud designed to offer companies, manufacturers, and their companions entry to the corporate’s decade-long funding in well being knowledge infrastructure – with out the fee and complexity of rebuilding that basis from scratch. The announcement was made on March 19, 2026, on the firm’s annual AdLab discussion board for senior healthcare advertising leaders in New York.

The platform, formally named DeepIntent Helix, sits on high of the identical knowledge infrastructure that already powers DeepIntent’s personal demand-side platform, DeepIntent Cortex DSP, and its outcomes measurement product, DeepIntent Outcomes. For the primary time, that basis is being opened to 3rd events throughout the healthcare ecosystem.

What Helix really is

Helix is a cloud-based construct setting, not a completed product. Companions enter the platform and assemble their very own healthcare advertising options on high of DeepIntent’s proprietary knowledge stack. In response to DeepIntent, the platform supplies HIPAA-compliant entry to granular healthcare and media insights spanning greater than 3.7 million healthcare suppliers and over 240 million affected person lives. These datasets could be analyzed and operationalized immediately inside Helix – with out transferring knowledge out into much less safe environments.

4 capabilities type the platform’s technical core. The primary is frictionless knowledge integration: companions can onboard, merge, and activate knowledge from first-party, third-party, and media sources in a single setting. The second is a versatile construct setting that permits companions to create customized, white-labeled options they personal outright. The third is a highly effective analytics workbench geared up with pre-built question libraries and real-time refreshes of each well being and media knowledge. The fourth – and technically vital – is assist for Normal AI Protocols, together with a Mannequin Context Protocol (MCP) server. That MCP server permits companions to entry Helix immediately by the AI instruments they already use, quite than constructing separate integrations.

The inclusion of MCP assist locations Helix inside a quickly increasing motion in promoting expertise. The ad tech industry has been converging on MCP as a standard layer connecting AI systems to external data since mid-2025. Google explored MCP server integration with its Advertisements API in July 2025, launched an open-source model in October 2025, and Amazon Advertisements opened its personal MCP Server to open beta in February 2026. Amazon’s MCP Server, built on the same open standard as Helix’s implementation, converts natural language prompts into structured API calls. DeepIntent is now making use of this similar structure to the regulated, compliance-heavy context of healthcare.

DeepIntent’s background

Based in 2016, DeepIntent describes itself because the main healthcare demand-side platform. In response to the corporate, it serves greater than 600 main manufacturers, greater than 10 high international pharmaceutical firms, and over 50 companies. Its consumer retention charge stands at 98 %. The corporate’s platform processes 180 billion-plus advert queries per minute and stories a mean viewers high quality elevate of 160 % when its Outcomes and SmartBid optimization instruments are utilized in mixture. Campaigns working built-in configurations have achieved as much as 25 occasions the rise in new affected person begins, in response to the corporate’s personal printed figures.

The platform is constructed particularly for the compliance necessities of pharmaceutical and healthcare promoting. It unites media, identification, and real-world scientific knowledge to energy privacy-safe, omnichannel campaigns throughout tv, cellular, show, digital well being data, digital out-of-home, and audio. The prevailing product stack contains DeepIntent Outcomes, a collection of pharma-focused analytics connecting media to real-world well being outcomes, and DeepIntent Orchestrate, which dynamically updates healthcare skilled (HCP) goal lists whereas pushing physician-level reporting into next-best-action techniques.

Why this issues: the structural downside Helix addresses

In response to Chris Paquette, Founder and CEO of DeepIntent, “Our purchasers haven’t any scarcity of modern concepts, however what they’ve lacked is the infrastructure to behave on them on the velocity the market now calls for.” That infrastructure hole has grow to be extra pronounced as three distinct pressures converge on the healthcare advertising sector concurrently.

First, advances in customized medication are creating more and more exact affected person populations. Concentrating on in pharmaceutical advertising has to maintain tempo with how scientific apply is segmenting sufferers – by biomarker, by comorbidity, by therapy historical past. Second, media consumption continues to fragment throughout streaming, related tv, cellular, and digital environments. DeepIntent’s own analysis has shown that 77 percent of healthcare providers are reachable through FAST (free ad-supported streaming television) channels, significantly exceeding the 34.6 percent reach among the general population. Third, fast advances in AI are elevating expectations for quicker, extra subtle options from advertising groups that usually lack the engineering sources to construct these capabilities internally.

Helix is framed because the connective layer between these expectations and the fact of what regulated healthcare knowledge permits. Constructing HIPAA-compliant infrastructure able to dealing with each well being knowledge and large-scale media datasets requires substantial technical funding. DeepIntent spent a decade constructing that infrastructure for itself. Helix is the business providing of that inner functionality.

Early companions and reported outcomes

Two early companions have disclosed efficiency figures. Deerfield, described as an built-in advertising, media, and communications companion for healthcare and life sciences firms, was among the many first to construct on Helix. In response to Invoice Veltre, EVP and Head of Media at Deerfield, “DeepIntent has carried out the heavy lifting behind the scenes – from making premium healthcare datasets AI-ready to offering constructing instruments and direct connections to activation channels. That permits us to maneuver from thought to execution a lot quicker, whereas growing options that differentiate how we plan, purchase, and optimize media.”

Trinity, a strategic, tech-enabled commercialization firm serving pharmaceutical, biotech, and medical gadget purchasers, used Helix to increase an current product with a extra full view of doctor habits. The objective was to translate strategic segmentation into coordinated motion throughout each subject groups and digital channels. In response to Shri Salem, Accomplice and Head of Knowledge and AI Consulting at Trinity, “Helix provides us an enhanced stage of visibility into how healthcare audiences have interaction throughout digital channels. In a single current venture, marketing campaign engagement elevated by almost 80 % whereas prescription quantity doubled inside a brief time frame.”

Throughout early companions, DeepIntent stories workflows working as much as 50 % quicker and marketing campaign engagement will increase of almost 80 %. Prescription quantity doubling inside brief deployment home windows can also be cited, although the corporate doesn’t specify the precise length of these home windows within the public announcement.

Technical structure: HCP and affected person knowledge at scale

The datasets underpinning Helix cowl greater than 3.7 million healthcare suppliers – enabling concentrating on on the stage of particular person physicians – alongside knowledge on greater than 240 million affected person lives. Throughout the platform, companions can analyze these datasets to uncover market insights, perceive aggressive dynamics, and construct high-value HCP and affected person viewers segments, all inside a single HIPAA-compliant setting. The platform additionally helps direct endemic connections to main publishers together with On a regular basis Well being, Healio, and Veradigm.

Helix’s pre-bid protections embrace HUMAN IVT and Jounce fraud prevention, guaranteeing advertisements run solely on websites constructed for people and considered by actual individuals. The analytics workbench contains pre-built question libraries that scale back the time wanted to maneuver from an information query to an actionable viewers phase. Actual-time well being and media knowledge refreshes imply that viewers segments are usually not constructed on stale knowledge – a significant distinction in healthcare, the place scientific habits can shift shortly.

The MCP server part deserves specific consideration. The Model Context Protocol, originally developed by Anthropic and donated to the Linux Foundation, functions as a standardized connection framework between AI applications and diverse data sources. By implementing an MCP server, DeepIntent permits companions to question Helix knowledge and capabilities by AI instruments that already communicate MCP – with out requiring customized integrations for every software. The Ad Context Protocol, launched in October 2025 by a coalition including Scope3, Yahoo, PubMatic, and others, built on the same MCP foundation. DeepIntent’s choice to undertake MCP positions Helix as suitable with that rising ecosystem, although the corporate operates in a definite, regulated vertical the place compliance necessities form each technical choice.

The launch sits inside a broader aggressive dynamic for healthcare promoting infrastructure. StackAdapt launched in-platform National Provider Identifier (NPI) targeting for pharmaceutical advertisers on January 6, 2026, enabling deterministic, one-to-one HCP campaigns with day by day impression-level reporting and HIPAA compliance. That product targets the identical class of marketer – pharmaceutical manufacturers needing to achieve verified healthcare professionals – however operates as a self-serve software inside StackAdapt’s broader platform quite than as an open infrastructure layer.

Helix operates at a unique stage of the stack. Slightly than providing a completed concentrating on product, it gives the underlying infrastructure on which companions construct their very own merchandise. That positioning – opening proprietary infrastructure to third-party builders – has precedent in different expertise verticals however is comparatively novel in healthcare promoting. The platform provides companies the instruments to create customized, white-labeled options they personal outright, that means the mental property of no matter is constructed on Helix belongs to the companion, to not DeepIntent.

DeepIntent had been increasing its media channel protection within the months main as much as as we speak’s launch. The company launched its HealthFirst Audio Package on September 30, 2025, partnering with iHeartMedia and SiriusXM to target healthcare audiences through streaming audio, marking what the corporate described as the primary main healthcare DSP to unify related tv and audio underneath a single suite. That growth of stock entry, mixed with the opening of Helix, suggests a strategic route: DeepIntent is constructing each the channels by which healthcare promoting reaches audiences and the infrastructure by which companions assemble the campaigns.

Healthcare manufacturers face particular measurement pressures that general-purpose promoting platforms don’t deal with. Proving {that a} media impression contributed to a prescription – what the trade calls script elevate – requires connecting media publicity knowledge to scientific claims knowledge. DeepIntent’s Outcomes product handles that connection. Helix, by extending entry to the underlying knowledge and tooling, permits companions to construct their very own measurement logic on high of that very same infrastructure.

Timeline

Abstract

Who: DeepIntent, the main healthcare demand-side platform based in 2016 and headquartered at 4 Bryant Park, New York, NY 10018. Early companions embrace Deerfield and Trinity.

What: The launch of DeepIntent Helix, a purpose-built healthcare advertising cloud that offers companies, manufacturers, and companions entry to DeepIntent’s proprietary knowledge infrastructure. The platform supplies HIPAA-compliant entry to knowledge on greater than 3.7 million healthcare suppliers and 240 million affected person lives, together with a versatile construct setting, analytics workbench, and an MCP server for AI software integration. Early companions report workflows as much as 50 % quicker and marketing campaign engagement will increase of almost 80 %.

When: Introduced on March 19, 2026, at DeepIntent’s AdLab annual discussion board for senior healthcare advertising leaders. The platform is now accessible to manufacturers, companies, and companions inside the DeepIntent ecosystem.

The place: New York. DeepIntent’s infrastructure and the Helix platform can be found to the corporate’s ecosystem of companions globally, working throughout omnichannel healthcare promoting environments together with CTV, show, EHR, DOOH, and audio.

Why: A widening hole between what healthcare entrepreneurs are being requested to ship and what their present infrastructure can assist. Advances in customized medication are creating extra exact affected person populations, media consumption is fragmenting, and AI is elevating expectations for quicker, extra subtle options. Regulatory compliance necessities make constructing HIPAA-safe knowledge infrastructure internally pricey and sophisticated. Helix is designed to shut that hole by externalizing infrastructure that DeepIntent has spent a decade constructing for its personal platform.


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