Investment Optimization: Making Every Ad Dollar Work Harder in Healthcare Marketing

When it comes to campaign success, optimization is at the heart of everything DeepIntent does. From real-time performance optimization that fine-tunes live campaigns to health KPI optimization that ensures media drives measurable patient outcomes, the DeepIntent platform gives healthcare marketers the control and intelligence to achieve and exceed their goals.

One of the most impactful forms of optimization is investment optimization: the ability to make every advertising dollar work harder, smarter, and further. The DeepIntent suite of tools empowers marketers to maximize media placements, minimize waste, and reinvest savings where they’ll make the greatest impact.
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SmartBid: Don’t Overpay, Just Win Smarter

At the center of investment optimization with DeepIntent is SmartBid, a proprietary algorithm that analyzes historical win rates and clearing costs to automatically bid the optimal price for each impression. Built specifically for pharma, SmartBid ensures advertisers never overpay, while maintaining delivery and campaign pacing.

SmartBid balances priorities between win rate and savings, allowing marketers to choose the approach that best aligns with their strategy. Whether a campaign needs higher delivery, maximum efficiency, or a balance of both, SmartBid intelligently adjusts to meet that need.

The results speak for themselves: campaigns leveraging SmartBid have achieved 33% lower CPMs while maintaining scale and performance. 

SmartBid savings are visible in the DeepIntent Cortex™ dashboard, so marketers can easily track performance and quantify their savings in real time.
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Budget Optimization: Dynamic and Responsible Reallocation

Another critical pillar of investment optimization at DeepIntent is budget optimization, powered by Auto Campaign Budget Allocation (ACBA). This dynamic tool automatically shifts budget from under-performing to over-performing ad groups based on an individual campaign’s goals, driving up to a 73% lift in performance for advertisers.

What sets ACBA apart for pharmaceutical advertisers is its ability to optimize ad spend not just on standard media goals, but on Audience Quality (AQ). AQ is a key metric for pharma, representing the percentage of ad exposure delivered to verified patients relevant to the condition. 

Use ACBA to:

• Automatically allocate more budget toward ad groups that have the best performance toward your selected media or pharma KPI.  
• Maximize the reach to high-value, verified patient and provider audiences.

Adjustments happen daily, ensuring spend is always flowing to the best opportunities. Yet the system operates “within reason”, capping movement at 20% of an ad group’s budget and respecting pacing rules. This balance of automation and control gives marketers confidence that optimization is happening intelligently and safely.

ACBA makes these fine-tuned adjustments daily, ensuring your spend is consistently flowing toward the highest-value opportunities.

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Bid Factors: Full Manual Control, at Scale

For advertisers who prefer hands-on optimization, Bid Factors provide a way to manually increase or decrease your bid using performance-driving criteria such as time of day, device type, inventory source, location, and more.

This powerful capability allows marketers to:

• Pinpoint performance drivers: Quickly identify the criteria—like device type, inventory, location, and time of day—that are over- or under-delivering based on your goals.
• Apply surgical precision: Adjust your base bid on these criteria by a fixed percentage to strategically raise bids and capture higher-value inventory.
• Save time: Instead of having to set up multiple ad groups, you can deploy multiple bidding tactics within a single ad group for maximum nuance and performance lift.
• Govern automation: Fine-tune algorithmic strategies with custom, manual adjustments, ensuring human intelligence guides the machine to optimize every single impression.

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Imagine a pharma marketer targeting oncologists. Based on their outcomes data, they observe two key performance trends:

• New Patient Starts are highest among providers reached on Apple iPhones.
• Efficiency is strongest when reaching verified healthcare providers (HCPs) on Paramount. 

The marketer uses Bid Factors to act immediately, ensuring spend drives the most impact:

1. Maximize New Patient Starts: Apply a +25% Bid Factor to Apple iPhones.
2. Reward Efficiency: Apply a +25% Bid Factor to Paramount.

The result: bids are instantly re-optimized to funnel spend toward the highest-quality, most efficient opportunities, while minimizing waste. This is how Bid Factors turn performance data into an immediate, strategic advantage for precise investment optimization.

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Smarter Spend, Greater Impact

The DeepIntent investment optimization suite offers a complete strategy for healthcare marketers to get the most out of every ad dollar. By combining the precision of AI with the flexibility needed for human expertise, these tools empower advertisers to lower costs, increase performance, and reinvest savings into campaigns that elevate outcomes for patients and brands alike.

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