TechTarget, a leader in second-party technology intent data sets for sales and marketing, expanded the scope of its Priority Engine service to support the US healthcare sector. The new Priority Engine for Healthcare service provides prospect-level intent gathered from Xtelligent Healthcare Media, its August 2021 acquisition.
“Being able to provide our customers with 1st-party intent data on the largest healthcare technology and information audience on the web is a true game changer in our industry,” said Sean Brooks, Co-Founder of Xtelligent Healthcare Media. “Sales and marketing teams will now have direct access to entire healthcare buying teams, including Clinicians, Line of Business, and IT Decision-Makers, to find more opportunities and accelerate technology deals.”
Priority Engine for Healthcare supports over 400,000 opted-in healthcare contacts, including Providers, Health Systems, Payers, Pharmaceuticals, Life Sciences, Accountable Care Organizations, and Federal/State Healthcare Agencies. TechTarget claims that 90% of the US healthcare system is covered. Xtelligent said its audience contains “70% Business & Finance Executives and Clinicians who have critical involvement across healthcare technology purchases that are becoming increasingly complex.”
The service is available for ten segments:
- Electronic Health Records (EHR/EMR)
- Healthcare Security & Compliance
- Health IT Infrastructure
- Life Sciences
- Patient Engagement
- Revenue Cycle Management
Intent data is gathered from 14 B2B healthcare media properties. HealthTech sites include EHR Intelligence, Health IT Security, and Health IT Analytics. Clinical research and medical sites include LifeSciences Intelligence, PharmaNews Intelligence, and HealthPayer Intelligence. Over 400 healthcare topics are covered, with roughly half focused on Healthcare Tech.
Priority Engine for Healthcare also offers visitor intelligence and content view tracking. Healthcare intent data from BrightTALK, TechTarget’s digital webinar and event platform, is also included.
Xtelligent, also based in Boston, has a similar content model to TechTarget. When acquired last year, it had over 1.5 million healthcare-related visitors per quarter across ten websites, but lacked a platform for enabling its contacts and intent datasets.
Xtelligent content focuses on healthcare-related software and technology decisions, aligning with TechTarget’s enterprise software focus but in an adjacent market. Xtelligent topics include telehealth, healthcare analytics, revenue cycle management, healthcare IT security, and electronic health records.
The new intent topics identify HealthTech content consumption at the account and prospect levels, gathered from TechTarget’s 150 enterprise and health technology websites.
“By expanding the amount of permission-based, relevant 1st-party purchase intent data our customers have access to and delivering a full suite of marketing, sales, and go-to-market services to engage real buyers, we help companies of all sizes achieve better results at scale in this market,” said Michael Cotoia, CEO, TechTarget. “As a leader in coverage of B2B enterprise tech for more than 20 years – combined with working very closely with our almost 3,000 customers – TechTarget has unique visibility into the buying dynamics across every major sector of the market. Our experience positions us well to bring our model to adjacent vertical markets with similar attributes to enterprise B2B tech – long/complex-sales cycles, large purchases, multiple members of the buying team, and a strong need for 1st party data to enable marketers and sellers – just as we have done in healthcare.”