Name: Proclivity
Author: Proclivity Media

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LayerRx, developed by Proclivity, is a digital healthcare data and advertising exchange that aims to connect brands with verified healthcare professionals (HCP) and patients (DTC). According to the vendor, the platform serves as a secure marketplace for buying and selling proprietary data signals, as well as offering a real-time programmatic healthcare advertising exchange. LayerRx is designed to cater to companies of various sizes, from small businesses to large enterprises, and is utilized by industries including healthcare professionals, pharmaceutical companies, healthcare advertising agencies, medical device manufacturers, and health and wellness brands.

## Key Features

**Data Exchange**: According to the vendor, Proclivity's LayerRx platform provides a secure marketplace for buying and selling proprietary data signals in the healthcare industry. It aims to ensure data security and privacy, facilitating billions of digital transactions without the risk of data leakage or revenue loss.

**Advertising Exchange**: LayerRx offers a programmatic healthcare advertising exchange, allowing companies to buy and sell digital media in real-time. The platform provides a wide range of digital media channels, including mobile/desktop browser, email, mobile app, video, and search, with the goal of enabling brands to reach verified healthcare professionals and patients for maximum engagement and conversion.

**AI-driven Revenue Optimization**: LayerRx leverages artificial intelligence to predict and manage campaign performance, yield, and return on investment (ROI). According to the vendor, the platform utilizes real-time market trading dynamics driven by the engagement of verified physicians and patients across various medical conditions. It aims to provide insights and recommendations to optimize campaign performance and autonomously execute transactions.

**Unparalleled HCP Reach and Scale**: LayerRx aims to offer brands unparalleled reach and scale to connect with physicians and other healthcare professionals (HCPs). The platform provides access to a vast network of over 1.4 million NPI-verified HCPs across 550+ endemic and 10,000+ non-endemic digital properties, covering multiple media channels.

**Maximize Advertising Dollars and Minimize Waste**: According to the vendor, LayerRx aims to enable brands to reach verified healthcare professionals in real-time based on exact matching to their unique practitioner (HCP) IDs. By eliminating reliance on inaccurate and opaque matching systems, the platform aims to increase engagement, ROI, and cost savings by ensuring precise targeting and reducing inefficiencies.

**Utilize Data Without Revenue Leakage**: LayerRx's data-secure platform aims to prevent data leakage, allowing companies to trade their proprietary data without revenue loss. The platform aims to ensure the secure transmission of vast repositories of data, prioritizing data security and privacy in the healthcare industry to mitigate revenue loss and consumer privacy breaches.

**Forecast and Optimize Revenue Without Guesswork**: LayerRx aims to eliminate the guesswork in predicting campaign expenditure and yield in a dynamic real-time marketplace. By utilizing machine learning, the platform aims to forecast campaign performance and provide automated recommendations to optimize performance, enabling buyers and sellers to maximize their revenue potential.

**Unified Physician and Patient Targeting**: LayerRx aims to allow brands to reach healthcare professionals (HCPs) based on secure verified HCP ID matching, as well as target high-value consumers who may be treated by their target list HCPs. The platform aims to offer a unified approach to enhance the effectiveness of healthcare advertising campaigns, driving greater engagement and conversion.

**Next-Generation Pre-Diagnosis HCP Target Lists**: According to the vendor, LayerRx enables brands to target healthcare professionals (HCPs) based on advanced knowledge of the diagnoses they will be making to their patient populations. By leveraging "leading" and "lagging" indicators, the platform aims to enhance HCP engagement and allow brands to optimize their targeting strategies for more precise and effective outreach.

**Receive Verified Post-Campaign HCP-Level Log Data**: LayerRx's data-secure platform includes an advanced data-permissioning framework for publishers to securely provide post-campaign encrypted HCP-level log data. This feature aims to allow for additional verification, auditing, and analysis of campaign performance, enabling publishers to gain insights and make data-driven decisions for future advertising strategies.

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