Populus Media is rebranding to Populus Health Technologies, the company announced Friday morning.

The digital pharma marketing and patient acquisitions solutions company is rebranding in order to underscore its “broader data-driven product line” tailored to support healthcare brands, boost their awareness and educate patients.

The rebranding also features the debut of a new corporate website as well as the launch of HCP Reach, a physician-facing virtual care channel that enables brands to better reach physicians.

“The Populus team is excited to forge ahead as Populus Health Technologies,” Populus CEO Paul Theisen said in a statement. “We have so many compelling opportunities in front of us and we’re focused on empowering our growing roster of clients with innovative digital tools and channels. Healthcare marketing is rapidly expanding into the digital and virtual care environments and we are well positioned after three years of pioneering work in this space.”

The launch of HCP Reach exemplifies the continued growth of the company’s virtual care marketing offerings, which launched in early 2020 around the beginning of the COVID-19 pandemic. 

Through the use of educational, relevant and sponsored content on its Virtual Care Media platform, Populus has allowed pharma brands to connect with targeted patient populations across its network of telehealth and digital portal partners.

The company soft-launched the HCP Reach platform last year as a way to offer marketers a resource to engage with healthcare professionals within their virtual care workflow.

When it comes to tracking script lift to pharma marketing campaigns, Populus points to a study conducted by Lasso last year that found the company boosted script lift in telehealth campaigns across several categories. 

The research found that a type 2 diabetes campaign led to a 90% increase in new prescriptions and a 72% boost in new patients, while sessions lasted three minutes and 30 seconds on average.

This rebranding effort and HCP Reach launch come just over one year after Populus rebranded its SaaS platform Custom Connect to Custom Care. 

In a press release, the company stated that Custom Care has provided patients with access to virtual care consultation services and shortened the distance between therapy discovery and receiving a prescription when medication is the appropriate care path.

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