Integrated Care Team (ICT) audiences are a type of Matched audience intended for healthcare-audience expansion. They offer healthcare advertisers a seamless way to reach broader, contextually relevant groups based on their NPI lists.

You’ll expand your selected audience sub-type (HCP, Nurse) to include other relevant care-team cohorts to avoid missing messaging opportunities, and without the need to manually create individual, supporting audiences. While the audience is generating, it recognizes consumers across channels and devices through IQM’s privacy-compliant Identity Graph, which unifies offline and online identifiers to a single profile. Targeting this segment allows you to reach these offline users through digital channels.

ICT audiences rely on the same proprietary matching technology used in Matched audiences. Data privacy measures are also applied to provide a secure and compliant audience-matching solution that not only benefits our customers but also respects the privacy rights of individuals.

If you’re a healthcare advertiser, you may be eligible to create an ICT audience.

An advertiser or campaign must also meet each of these conditions before it becomes eligible for ICT audience creation and targeting.

*Healthcare: Any campaign created under a healthcare advertiser account is a “Healthcare” campaign.

**Audience type: Campaigns typically support targeting multiple audience types. A campaign targeting an ICT audience, however, must only include one or more ICT audiences. For example, a campaign can’t target an ICT audience if it’s already targeting a Retargeted audience consisting of your website’s past visitors.

You can review an ICT audience’s status on the ICT Audience page of the Audiences app. Refer to Review an ICT audience for more information on how to access this page.

When an ICT audience reaches a Ready status, it includes three metrics: Records, Match Rate, and Reach.

Records are the total number of line items—individual IDs or addresses, for example—included in the source file that you uploaded when you created the ICT audience.

The audience’s Match Rate represents the percentage of users whose digital identities we were able to correlate to the identifiers that you included in your source file. The average match rate on the IQM platform is 80%.

In campaign reporting, Reach represents the number of unique individuals who were exposed to your ad. In ICT audiences, however, this metric represents the total targetable audience (unique users) that you can potentially reach by targeting that particular audience. Note that the actual addressable audience will become smaller as you apply additional targeting rules and other settings to your campaign.

When you multiply the ICT audience’s total number of Records by its Match Rate, you’re left with the audience’s Reach. For example, if your audience achieves a 99.7% Match Rate and includes 1,000 Records, then the audience’s Reach is 997.

You’re more likely to achieve optimal Match Rates for an audience when you:

Certain ICT audiences support the “Re-Match” feature. Re-Matching will retrigger the audience-matching process, which fetches the most recent and relevant match data and updates the audience’s Reach and Match Rate details.

Note that Re-Matching is not an automated process. You can manually Re-Match an eligible audience by following the steps outlined in Re-Match an ICT audience.

Refer to the table below for more details on the factors that impact an ICT audience’s Re-Match eligibility.

A National Provider Identifier (NPI) is a 10-digit numeric identifier. It’s a component of the Health Insurance Portability and Accountability Act (HIPAA) that serves as a unique identification number for covered healthcare providers.

When you create an ICT audience from an NPI list, you correlate these providers with their respective digital identities while upholding stringent data privacy regulations. This process enables you to effectively deliver healthcare-related ads that reach the appropriate medical professionals.

Advertisers who’d like to leverage NPI lists for audience matching should follow the steps outlined in Create or an Integrated Care Team (ICT) audience.

IQM’s identity graph is fully privacy compliant. IQM doesn’t track any device or cookie with “Do not track” settings enabled, and follows all CCPA and GDPR guidelines. When you create audiences with first-party data, or enable other audience-targeting features, you also agree to comply with applicable data laws and regulations including but not limited to GDPR, CCPA, and HIPAA.

IQM takes the following measures to provide a secure and compliant audience-matching solution that not only benefits our customers but also respects the privacy rights of individuals: