PHILADELPHIA — Sept. 3, 2025 — Health Union’s unique programmatic data solution is now available on Experian’s data marketplace. This collaboration introduces a new era of targeting for pharmaceutical and health-based advertisers and media agencies, offering access to Health Union’s uniquely sourced, patient-generated audiences at scale with Experian’s identity and modeling capabilities. Utilizing the Experian digital and offline identity graph, the combined solution enhances match rates by stitching together devices and IDs at the household level without relying on third-party cookies. This enables marketers to engage patients and caregivers looking for solutions during critical health moments for maximum impact and efficiency in their omnichannel media programs.

What Makes Health Union’s Health Audiences Unique?

Health Union’s methodology stands apart by utilizing direct, patient-reported (permissioned) outcomes and behavioral signals from its network of over 50 online communities. Unlike traditional approaches that rely on retrospective third-party (3P) claims data, Health Union’s modeled audiences are built from real-time engagements of 50 million first-party patient IDs and over 44 billion data points, continually refreshed with an additional 1 billion new data points monthly. This rich, patient-generated data captures current behaviors and sentiments, making it exceptionally valuable for media activation across CTV, digital, and linear channels.

Key Benefits for Advertisers:

• Superior Signal Quality: Health Union’s audiences are built on a foundation of proprietary zero-party and first-party data, including patient-reported experiences, behavioral signals (e.g., high engagers, subscribers), and contextual content patterns. This provides unparalleled depth and accuracy, reflecting where a patient is in their journey now, unlike often outdated claims data.
• Enhanced Media Impact and Net-New Reach: By utilizing these highly engaged and active audiences, advertisers can achieve greater relevance and personalization in their campaigns. Health Union’s proprietary data enables access to new, highly relevant audiences, demonstrating up to 76% net-new reach in recent tests, reaching approximately 1.3 million net-new households not accessible through traditional data sources. This means reaching patients and caregivers who are actively seeking solutions and are primed to act, driving higher conversions and reducing wasted ad spend.
• Privacy-First Approach: Health Union data is collected with consent, clarity, and choice, building trust with consumers and providing advertisers with peace of mind in an increasingly complex privacy landscape.

How Experian Enhances the Offering

Experian’s data marketplace and identity capabilities significantly strengthen Health Union’s offering. While Health Union provides the unique zero-party and first-party data as a seed, Experian’s identity graph helps connect devices and IDs at a household level to expand and optimize these audiences. This collaboration ensures:

• Enhanced Addressability: Experian’s identity resolution capabilities amplify Health Union’s audience segments, enabling more accurate and effective targeting across various platforms and channels.
• Expanded Activation Scale: The collaboration allows for the activation of Health Union’s valuable health audiences at an even greater scale, reaching a broader but still highly relevant pool of patients and caregivers through Experian’s network of media platforms.

Suggested Use Cases

For pharmaceutical and health-based advertisers, this collaboration means the ability to drive campaign performance in real-world scenarios:

• New Product Launches: Utilize audience insights to share helpful information with people who are proactively managing their health and exploring additional therapy options for their conditions through trusted online communities.
• Adherence & Retention Programs: Provide timely, educational resources for patients whose needs may be changing, supporting them with knowledge and guidance throughout their treatment journey.
• Caregiver Support Initiatives: Directly reach self-identified caregivers who are actively seeking support and education, ensuring that crucial information about patient care and treatment options reaches the right audience. Health Union offers the ability to reach real caregivers and pediatric caregivers, which is more accurate than household expansion methods.

This collaboration between Health Union and Experian revolutionizes data targeting in the health sector. By combining Health Union’s fundamentally unique, real-time, and privacy-first zero-party and first-party patient and caregiver data with Experian’s powerful data marketplace and identity spine, campaigns will be more relevant and more efficient.

About Health Union

Health Union powers the first and largest community-based activation and data platform, transforming healthcare by providing unparalleled support, information, and validation for millions navigating complex health conditions and their care teams. With over 53 condition-specific online communities and fifteen years of community leadership, Health Union’s authentic engagements fuel the company’s robust suite of endemic, influencer marketing, and data solutions, driving proven outcomes for patients, HCPs, and brands.