DeepIntent launches FAST solution for healthcare streaming ads

DeepIntent announced the launch of its HealthFirst FAST (Free Ad Supported Streaming TV) Package on August 21, 2025, introducing a performance-driven solution designed specifically for healthcare advertisers seeking to reach verified patients and healthcare providers across premium streaming platforms.

The offering connects healthcare brands with audiences through partnerships including LG Ad Solutions, Pluto TV, and additional streaming publishers. According to DeepIntent's analysis, 77% of healthcare providers are reachable through FAST channels, significantly exceeding the 34.6% reach among the general population.

Market dynamics drive FAST adoption

According to EMARKETER data referenced in the announcement, FAST represents one of the fastest-growing channels in streaming television, with time spent projected to increase twice as rapidly as over-the-top (OTT) viewing in 2025. This growth trajectory aligns with broader shifts in healthcare marketing, where Connected TV advertising has emerged as a dominant force, with media budget allocation projected to double from 14% in 2023 to 28% in 2025.

Chris Paquette, Founder and CEO of DeepIntent, emphasized the platform's performance-focused approach in the announcement. "As healthcare audiences evolve how and where they consume media, advertisers need to optimize their investments in real time across premium channels to achieve health and business outcomes," Paquette stated. The solution leverages DeepIntent's AI-driven Health Intelligent media buying technology to deliver what the company characterizes as improved patient outcomes nationwide.

Technical infrastructure and partnerships

The HealthFirst FAST Package operates within DeepIntent's demand-side platform (DSP), providing streamlined activation for existing platform users. Christo Owen, SVP of Partnerships at Paramount Advertising, highlighted the strategic value of the collaboration. "Pluto TV has built a best-in-class streaming environment that delivers both scale and precision for our partners, and DeepIntent's new FAST package strengthens that by bringing the advanced audience targeting required to reach healthcare audiences," Owen noted in the announcement.

The solution addresses specific requirements of pharmaceutical advertisers through what DeepIntent describes as its foundational performance and quality framework. This structure ensures media remains measurable, addressable, and optimized while maintaining compliance with regulatory standards governing pharmaceutical advertising practices.

Healthcare advertising market context

The launch occurs within a rapidly evolving healthcare advertising regulatory environment. Google has implemented multiple policy updates affecting healthcare advertisers in 2025, including new certification requirements for personalized targeting involving pharmaceutical terminology in the United States, Canada, and New Zealand. Additionally, telemedicine advertising expanded to UK and Singapore markets in July 2025, demonstrating platform willingness to accommodate healthcare advertising under strict compliance frameworks.

Healthcare advertising professionals face increasing complexity in reaching target audiences while maintaining regulatory compliance. Traditional channels continue to experience budget reallocation pressures, with 46% of marketers indicating plans to redirect Linear TV spending toward Connected TV platforms.

Platform capabilities and measurement

The HealthFirst FAST Package provides four core capabilities according to the announcement. First, scaled access to direct, high-quality inventory across rapidly growing FAST channels. Second, streamlined activation enabling seamless integration within DeepIntent's existing DSP infrastructure. Third, transparent, fraud-free supply aligned to industry standards. Fourth, health-optimized insights supported by DeepIntent's full-funnel optimization capabilities, including exposure tracking, script lift measurement, and prescription conversion analysis.

Kristy Quagliariello, VP of Programmatic Media at Klick Health, positioned the solution within broader pharmaceutical marketing strategy shifts. "As pharma marketers shift budgets beyond traditional channels, we've seen exceptional reach and performance through Connected TV," Quagliariello stated. The executive characterized DeepIntent's turnkey FAST inventory solution as designed to "accelerate the path from idea to activation and unlock more insight-driven opportunities for our clients to reach both HCP and patient audiences across the CTV landscape."

Healthcare provider targeting advantages

The announcement emphasized FAST's particular effectiveness for healthcare provider targeting. DeepIntent's viewership analysis reveals healthcare professionals demonstrate significantly higher FAST channel engagement compared to general population viewing patterns. This audience concentration provides pharmaceutical marketers with enhanced targeting efficiency within streaming environments.

Healthcare providers represent a specialized audience segment requiring precise targeting capabilities and regulatory compliance throughout the advertising delivery process. The HealthFirst FAST Package addresses these requirements through verified healthcare audience identification and performance measurement aligned to pharmaceutical marketing objectives.

Industry implications

The launch reflects broader industry movement toward streaming advertising platforms among healthcare marketers. Connected TV advertising continues expanding its share of programmatic spending, driven by audience migration patterns and measurement capabilities that enable performance optimization across the healthcare marketing funnel.

DeepIntent positions the offering within its established healthcare advertising technology infrastructure, building upon existing demand-side platform capabilities and healthcare audience verification systems. The company serves healthcare brands and their agencies through data-driven campaign planning, activation, and optimization across multiple channels.

The HealthFirst FAST Package becomes available immediately for activation within the DeepIntent DSP, providing existing platform users direct access to the new inventory sources and targeting capabilities.

Timeline

• August 21, 2025: DeepIntent announces HealthFirst FAST Package launch
• July 2025: Google launches restricted drug term certification for healthcare advertisers
• July 2025: Google expands telemedicine ads to UK and Singapore markets
• February 2025: Connected TV budget allocation projected to reach 28% of media spending
• Q4 2025: Nielsen launches Connected TV intelligence for Australia's advertising market

PPC Land explains

Connected TV (CTV): Connected TV represents television content delivered through internet-connected devices rather than traditional broadcast or cable systems. This technology enables targeted advertising capabilities similar to digital platforms while maintaining the premium viewing environment of television. Connected TV has emerged as the fastest-growing segment in digital advertising, with media budget allocation projected to double from 14% in 2023 to 28% in 2025, driven by audience migration from linear television and enhanced measurement capabilities.

Free Ad Supported Streaming TV (FAST): FAST channels provide television-like programming experiences funded entirely through advertising revenue, eliminating subscription fees for viewers. According to EMARKETER data, FAST represents one of the fastest-growing channels in streaming television, with time spent projected to increase twice as rapidly as over-the-top viewing in 2025. These platforms offer advertisers access to engaged audiences in premium content environments while providing viewers free access to professional programming.

Healthcare Advertising: Healthcare advertising encompasses the promotion of pharmaceutical products, medical devices, telemedicine services, and health-related offerings across digital and traditional media channels. This highly regulated sector operates under strict oversight from agencies like the FDA and requires specialized compliance expertise to navigate complex requirements varying by jurisdiction, product category, and target audience. Healthcare advertising faces unique challenges including prescription drug terminology restrictions, healthcare provider targeting regulations, and patient privacy considerations.

Programmatic Advertising: Programmatic advertising utilizes automated technology platforms to purchase and optimize digital advertising inventory in real-time through algorithmic bidding systems. According to industry data, 72% of marketers plan to increase programmatic advertising investment in 2025, marking significant growth from 62% in 2024. This approach enables precise audience targeting, dynamic creative optimization, and performance measurement across multiple channels while reducing manual campaign management requirements.

Demand-Side Platform (DSP): A demand-side platform serves as the technology infrastructure enabling advertisers and agencies to purchase digital advertising inventory across multiple exchanges and supply sources through automated bidding processes. DSPs provide campaign management tools, audience targeting capabilities, real-time optimization algorithms, and performance reporting systems. DeepIntent operates as a healthcare-focused DSP, offering specialized features for pharmaceutical and medical device advertisers including compliance frameworks and health-optimized measurement tools.

Healthcare Providers (HCP): Healthcare providers include physicians, nurses, pharmacists, and other medical professionals who deliver patient care and make treatment decisions. These audiences represent high-value targets for pharmaceutical advertisers seeking to influence prescribing patterns and treatment recommendations. DeepIntent's analysis shows 77% of healthcare providers are reachable through FAST channels, significantly exceeding the 34.6% reach among the general population, making streaming platforms particularly effective for medical marketing campaigns.

Pharmaceutical Advertising: Pharmaceutical advertising involves the promotion of prescription medications and medical treatments through various marketing channels under strict regulatory oversight. This sector faces complex compliance requirements including FDA approval processes, fair balance requirements for risk information, and restrictions on direct-to-consumer versus healthcare professional targeting. Digital pharmaceutical advertising encounters additional complexities due to platform-specific policies, international regulatory variations, and privacy considerations affecting patient data usage.

Streaming Platforms: Streaming platforms deliver video content over internet connections to connected devices, encompassing subscription services, ad-supported offerings, and hybrid models. Major platforms include Netflix, YouTube TV, Pluto TV, and Paramount+, each offering distinct audience demographics and advertising capabilities. The streaming ecosystem continues evolving rapidly, with new FAST channels launching regularly and established platforms expanding their advertising inventory to capture growing Connected TV advertising budgets.

AI-Driven Targeting: AI-driven targeting employs machine learning algorithms and artificial intelligence systems to optimize audience identification, creative selection, and campaign performance across digital advertising channels. DeepIntent's Health Intelligent technology utilizes AI to analyze healthcare-specific data patterns and optimize media buying decisions for improved patient outcomes. These systems process vast amounts of audience data, content performance metrics, and conversion signals to automate targeting decisions and budget allocation in real-time.

Performance Measurement: Performance measurement in healthcare advertising encompasses specialized metrics including script lift, prescription conversions, healthcare provider engagement, and patient acquisition tracking. Unlike traditional advertising metrics focused solely on clicks and impressions, healthcare performance measurement requires sophisticated attribution modeling to connect advertising exposure with real-world health outcomes. These measurement capabilities enable pharmaceutical marketers to demonstrate return on investment while maintaining patient privacy and regulatory compliance throughout the attribution process.

Summary

Who: DeepIntent, a healthcare advertising platform company, along with streaming partners including LG Ad Solutions and Pluto TV (Paramount Advertising).

What: Launch of HealthFirst FAST Package, a Free Ad Supported Streaming TV solution enabling healthcare advertisers to reach verified patients and healthcare providers across premium streaming platforms with AI-driven targeting and performance optimization.

When: Announced August 21, 2025, with immediate availability for activation within DeepIntent's demand-side platform.

Where: Available across DeepIntent's platform serving healthcare brands globally, with streaming inventory partnerships including major FAST channels and publishers.

Why: Healthcare audience consumption patterns have shifted toward streaming platforms, with FAST channels showing 77% reachability among healthcare providers compared to 34.6% in the general population, while Connected TV emerges as fastest-growing segment in digital advertising with projected budget allocation doubling to 28% by 2025.