Dentsu is adding a new healthcare audience targeting platform that enables it to design, activate, and measure consumer, caregiver, and professional audiences. 

The platform, dubbed Pathwai, was developed by AI martech firm BranchLab.  

The audiences are created based on historical results from anonymized health records -- pre-diagnosis, diagnoses, prescription fills, procedures, and more. 

The agency describes it as a “privacy-conscious approach” that is scalable with the ability to incorporate client first-party data into the modeling process. 

According to Dentsu the platform will allow clients to more easily and accurately design audiences for healthcare campaigns which in turn will help audiences “self-educate, engage and seek treatment earlier in their healthcare journey.” 

Data used for modeling is “HIPAA de-identified" for better compliance with state privacy regulations, according to the agency.