How the Healthcare Consumer Intent Score Works
The Healthcare Consumer Intent Score ranks audience segments by their likelihood of being in-market for a given healthcare procedure or service. Here is precisely what it is, how it is built, and what it cannot do.
What it is
The Healthcare Consumer Intent Score is a composite score that ranks audience segments by their likelihood of being in-market for a given procedure or service at this point in time. It combines signals across five weighted dimensions — clinical relevance, behavioral patterns, economic fit, life stage, and geography — into a single ranked output used to prioritize which segments receive campaign budget.
It is a segmentation and prioritization tool, not a prediction about any individual person. No individual is scored, identified, or targeted by name. The output is a ranked set of cohort profiles — personas with shared characteristics — that Salubrum uses to build programmatic audiences.
What goes into it
Five dimensions are weighted and combined per procedure. The weights below reflect the relative importance of each dimension to in-market likelihood and are calibrated per-procedure category.
De-identified clinical-interest signals relevant to the procedure — such as health interest scores for cosmetic surgery, orthopedics, or bariatric care. These signals come from licensed, de-identified consumer data and indicate segment-level likelihood of consideration, not a clinical diagnosis or identified health record.
Consumer health behavior patterns — for example, segments with high image-shaper orientation, active weight-loss behavior, or strong wellness engagement. Behavioral signals provide upstream intent context before a search event occurs.
Household income and estimated net worth range for each segment. For cash-pay procedures, an economic floor filters out segments unlikely to afford the procedure; an economic ceiling filters out segments for whom the savings would be immaterial (the 'economic ceiling' concept).
Life-stage segment codes that describe household composition, age, homeownership, and income profile — for example, established family households, post-children couples, or affluent pre-retirees. These indicate lifestyle context relevant to procedure motivation.
State-level geography targeting markets with relevant infrastructure: major international-airport access for medical tourism, or high-density metro areas for US healthcare brands. Geography is applied as a filter, not a scored dimension.
What level it operates at
The Healthcare Consumer Intent Score operates at the cohort and persona level. Salubrum builds audiences from licensed, de-identified consumer data. Individuals within each audience are not profiled by name, health record, or any directly identifying information.
The output of the scoring process is a set of ranked audience segments — for example, "post-pregnancy women aged 38–48, income $75K–$200K, high cosmetic-surgery health interest, FL/TX/CA" — which are then matched to reachable programmatic audiences. The matching process uses de-identified identifiers (such as device IDs or hashed emails) that connect the segment profile to addressable inventory, without Salubrum ever holding an identified Healthcare Consumer record.
Audience sizes are expressed as ranges (for example, 150,000–200,000 reachable consumers) because they represent estimated segment overlap across multiple data signals, not a count of identified Healthcare Consumers.
How audiences are activated
Once audience segments are ranked and built, Salubrum activates them as a fully managed service:
- 1Audience construction: Segment criteria are translated into targetable audience definitions using licensed data via programmatic DSPs.
- 2Campaign launch: Salubrum sets up and launches programmatic campaigns on behalf of the client across programmatic DSPs, using the built audience segments.
- 3Performance measurement: Impression delivery, click-through rates, and conversion events (form fills, calls, qualified leads) are tracked throughout the campaign.
- 4Optimization: Performance data feeds back into targeting adjustments — for example, reallocating budget toward higher-converting segments or geographic markets — within the same campaign and to inform future campaigns.
What it is NOT
- ✕Not individual-level prediction: The score does not predict the behavior of any specific person. It ranks cohort segments, not individuals.
- ✕Not identified Healthcare Consumer records: Salubrum does not hold, process, or activate identified Healthcare Consumer health records. Data is de-identified before Salubrum receives it.
- ✕Not a HIPAA-regulated dataset: Salubrum is not a HIPAA covered entity or business associate in the standard sense. It works with de-identified consumer data, not protected health information (PHI). Workflows are designed to comply with applicable consumer-privacy and health-data regulations.
- ✕Not a guarantee of outcomes: Campaign projections — impressions, estimated leads, CPL ranges — are benchmarks derived from healthcare programmatic averages, not contractual performance guarantees. Actual results vary based on creative quality, landing page experience, and market conditions.
Where we are headed
The following capabilities are planned but not yet available. They are listed here to be transparent about the distinction between what Salubrum can do today and what it is building toward.
- →Individual-level identity resolution: Dependent on integration with approved identity partners. Would enable matching audience segments to deterministic individual-level identifiers for more precise reach and frequency management. Not a current capability.
- →Predictive optimization: Machine-learning models that adjust bids, creative, and segment weighting in real time based on in-flight conversion signals. Currently, optimization is analyst-driven between campaign flights.
- →Self-serve platform: A client-facing dashboard where healthcare providers can configure audience parameters, review projections, and monitor campaign performance without Salubrum as the operational intermediary. Planned; not available today.
Frequently Asked Questions
What does Salubrum do?
Salubrum is a managed service for Healthcare Consumer acquisition. We build high-intent audiences from de-identified clinical and behavioral signals and activate them through precision programmatic advertising across programmatic DSPs, then measure and optimize performance.
How does the Healthcare Consumer Intent Score work?
It is a composite that ranks audience segments by their likelihood of being in-market for a given procedure or service, combining de-identified clinical-interest signals, consumer behavior, life-stage, and economic indicators at the cohort and persona level. It is a segmentation and prioritization tool, not an individual-level prediction of any one person's behavior.
Who is Salubrum for?
Healthcare providers, medical-tourism clinics, and US healthcare brands that want to reach high-intent Healthcare Consumer audiences and acquire Healthcare Consumers more efficiently than broad demographic targeting allows.
What data does Salubrum use, and is it HIPAA-regulated?
Salubrum works with licensed, de-identified consumer data and operates on a privacy-by-design basis, building audiences at the cohort and persona level rather than profiling identified individuals. Salubrum is not a HIPAA covered entity; its workflows are designed to comply with applicable consumer-privacy and health-data regulations.
See it in practice
Try the Healthcare Consumer-Intent Analyzer to see how Salubrum builds a targeting strategy for your procedure and budget.