What is your approach to targeting? Are you deterministic or probabilistic?

Doceree’s targeting approach is fundamentally deterministic and identity‑driven, rather than probabilistic. Instead of modelling or guessing who a user might be based on their respective behavioral patterns, Doceree uses verified, first‑party identifiers linked directly to healthcare professionals (HCPs). This means each targeted physician is recognized with a high degree of certainty, which increases accuracy and reduces wastage in healthcare‑marketing campaigns.

How Doceree targets HCPs

At the core of Doceree’s targeting is its proprietary identity‑resolution technology called ESPYIAN. This engine maps HCPs to authoritative identifiers such as the National Provider Identifier (NPI), creating a persistent, deduplicated profile for each physician. Because the NPI is a government‑issued number tied to a specific licensed professional, Doceree can maintain a deterministic linkage across different digital touchpoints and platforms, ensuring that messages reach the intended HCP and not just a statistical proxy.

ESPYIAN Proprietary Identity Resolution Technology

This deterministic identity layer underpins Doceree’s robust data‑stack, allowing pharmaceutical brands to target at very granular levels—such as specialty (e.g., cardiology, oncology), sub‑specialty, geography, practice size, and even practice‑level attributes like formulary mix or patient‑volume patterns. By starting from a verified identity, Doceree can layer in additional signals—such as prescribing behavior, diagnostic trends, and engagement with relevant medical content—without losing the anchor of a known, real‑world HCP.

Deterministic vs probabilistic targeting

In simple terms, deterministic targeting ties a digital interaction directly to a known, verified identity (for example, an NPI‑linked profile), whereas probabilistic targeting infers identity based on patterns such as device‑type, browsing behavior, or location clusters. The Doceree platform always relies on an actual NPI number rather than modelling the audience data around a fuzzy offset of targeting probabilities, which clearly places it in the deterministic category.

Within the broader programmatic advertising ecosystem, many platforms use probabilistic methods to scale reach when deterministic identifiers are unavailable or incomplete. In contrast, Doceree’s physician‑only network is built around a closed‑loop environment where HCPs are authenticated and attached to their professional credentials. This deterministic‑first design allows for more precise targeting, better measurement of campaign performance at the individual‑HCP level, and stronger compliance with healthcare‑marketing and privacy‑protection norms.

As a result, Doceree’s targeting approach is not only more accurate from a media‑delivery standpoint but also more transparent and accountable for pharma marketers, because it aligns messages to real, identifiable prescribers rather than inferred audience segments.