Equals 5 is a deterministic HCP social and omnichannel media platform purpose-built for pharmaceutical marketing. We activate verified NPI lists across 20+ social and programmatic channels simultaneously — Meta, LinkedIn, TikTok, Pinterest, Reddit, and more — and return 97% of served impressions as identified, physician-level NPI data. Every campaign runs from a single NPI list, delivers in a single dashboard, and invoices as a single line item at $185 CPM all-in.

The workflow is straightforward:

• Submit NPI list — the brand or agency provides the target physician list by NPI number
• Personi-5™ matching — EQ5 matches each NPI to social identity graphs across 20+ platforms using deterministic first-party data (hashed email, phone, name)
• Activate — ads deploy across every matched channel simultaneously within 48 hours of list upload
• Identi-5™ attribution — every served impression is NPI-matched at delivery and returned as identified physician data — no click required
• Deliver — weekly NPI-level reports, sFTP/CRM passback, and dashboard access are all included

• 142 pharma brands activated across 66 clients and 42 agency partners
• Clients include J&J, Merck, BMS, Sanofi, Novartis, Amgen, AbbVie, AstraZeneca, and more
• 65 rare disease brands across hematology, oncology, neurology, immunology, and nephrology
• 28+ therapeutic categories covered
• 650K+ HCPs reached on social across all active campaigns
• 2.2M HCP NPI datagraph — the identity infrastructure behind the platform

These are the two proprietary engines at the core of the EQ5 platform:

• Personi-5™ is the identity matching system — it converts an NPI list into social audience segments across 20+ platforms using deterministic first-party data (hashed email, mobile phone, name). This is the activation layer. Match rates average 90%+ across the US prescriber population.
• Identi-5™ is the attribution engine — it resolves every served social impression back to a specific NPI at the moment of delivery, without requiring the physician to click. This produces the 97% impression-level attribution rate and the physician-level reports that power CRM, Veeva, and rep-trigger workflows.

EQ5 achieves a 90%+ average NPI list match rate — deterministic, not modeled. On Meta specifically, this means 90%+ of submitted NPIs are confirmed as matched by Meta's own first-party audience upload system (the same mechanism used for any hashed custom audience). The matched audience count is visible in Meta Ads Manager before the campaign launches. For prospects who want to verify before committing, EQ5 can run a test match on a subset of their NPI list at no cost.

Deterministic targeting means each impression is served to a specific, confirmed NPI — we know exactly which physician received the ad before we serve it. The match is made using real first-party identity signals (hashed email and mobile number linked to the NPI record). There are no lookalikes, no inferred audiences, no behavioral proxies.

Modeled targeting (used by most competitors) means audiences are predicted based on behavioral patterns, demographic signals, or content consumption — the platform estimates that the person is likely a physician, but cannot confirm which specific NPI was reached. The result is that a significant share of impressions reaches non-physicians or physicians outside the target list. EQ5 is 100% deterministic — every impression is to a confirmed, named NPI.

Yes — small lists are actually where EQ5's deterministic model outperforms broad programmatic most clearly. For a list of 5,000 HCPs at $185 CPM, a 90%+ match rate means ~4,500 confirmed physicians receiving the campaign. At typical frequency, that's roughly 400–500 impressions per physician per month across multiple formats and channels — a level of reach depth that broad programmatic with lower match rates cannot replicate on a targeted specialty list.

EQ5 has served 65 rare disease brands across hematology, oncology, neurology, immunology, and nephrology. The smaller the universe of target prescribers, the more important it is to know you're actually reaching them.

EQ5 achieves 70%+ unique reach of the target NPI list across a campaign. The 90%+ match rate reflects identity matching at any single platform — across 20+ channels over the full campaign flight, cumulative unique reach grows as physicians who aren't active on one platform are reached on another. A physician who rarely uses Meta may be highly active on LinkedIn, Reddit, or TikTok. The multi-channel activation from a single NPI list is what drives the 70%+ unique reach figure.

EQ5 activates 20+ channels from a single NPI list in one campaign:

• Premium social: Meta (Facebook + Instagram), LinkedIn, TikTok, Pinterest, Reddit, X (Twitter), Snapchat, Quora
• Programmatic display: Via IQM integration — $15–35 CPM, same NPI list
• CTV & streaming: Connected TV placements via programmatic layer
• Medical networks: Endemic publisher placements available as add-ons
• Rare disease content: RMN specialty content hubs via the Uni 5™ solution

Every channel runs from the same uploaded NPI list. One campaign, one dashboard, one invoice.

LinkedIn NPI custom audience matching runs at approximately 50% — identity confirmed via LinkedIn's first-party audience upload. LinkedIn match rates are lower than Meta due to more conservative identity data sharing on the platform. However, LinkedIn provides access to a distinct physician segment — particularly academic, research, and urban-practice HCPs who may be less active on Meta. The two platforms together extend coverage significantly beyond what either achieves alone, and both are included in the EQ5 $185 all-in CPM.

This is exactly why EQ5 runs 20+ channels from the same NPI list. Meta typically matches 90%+ of US HCPs. LinkedIn adds a different cohort. TikTok, Pinterest, Reddit's medical communities, and 14+ additional channels add further coverage, each reaching physicians who are less active on the primary platforms.

A physician who doesn't use Facebook may be highly active on Reddit or LinkedIn. Across all 20+ channels, effective unique reach from a single NPI list typically hits 70%+ of target HCPs within a campaign flight. The multi-channel approach is the answer to the "what about the 10%" question — not a second campaign or a separate vendor.

Yes — programmatic display is available via the IQM integration at $15–35 CPM (managed or self-service). The same NPI target list activates across both social channels and programmatic simultaneously. The IQM layer also provides monthly target list optimization — engagement signals from Meta, LinkedIn, and programmatic are unified at the NPI level and used to update the target list each month, amplifying high-responders and suppressing non-responders. See the Rates page for current programmatic pricing.

It means that 97% of served impressions are returned as identified, physician-level NPI data — without requiring the physician to click anything. Every impression fires an identity resolution at the moment of delivery via Identi-5™. The result is a high-volume, prescriber-level data feed containing the NPI number, impression count, channel, creative, and timestamp for every physician who saw the ad.

Compare this to click-based identification (the model used by most competitors): only HCPs who click through to the brand's website are identified. Average CTR is 0.1–0.3%, meaning less than 5% of impressions result in identified data. EQ5's 97% impression-level attribution produces roughly 20× more identified physician data per campaign.

All included in the $185 CPM — no add-on fees:

• Weekly NPI-level reports — delivered via dashboard and email on a weekly cadence
• sFTP passback — structured NPI-level data file delivered to the client or agency's secure FTP
• CRM integration — direct feed into Salesforce, Veeva, or other CRM platforms
• Rep-trigger workflows — NPI-level engagement signals formatted for field force activation
• Custom FIA coordination — fulfillment and integration assistance included in scope

Competitors typically charge $6K–$20K separately for data delivery and CRM integration. EQ5 bundles all of it.

EQ5 campaigns average a 0.65% CTR — vs. the industry display average of 0.10%. That's 6.5× outperformance vs. standard programmatic display benchmarks. This reflects the precision of deterministic NPI targeting: when the ad reaches the exact physician who is relevant to the brand, engagement rates improve substantially over broad contextual or behavioral targeting. Clicks are also counted toward the 97% attribution figure — so every click-through is NPI-identified as well.

Yes. Because Identi-5™ returns impression data at the NPI level, that data can be matched against Rx claims data (via Komodo, MMIT, IQVIA, or the client's existing measurement partner) to produce a impression → NPI → Rx attribution chain. The high-volume identified data feed (97% of impressions) is what makes this viable — click-based systems return too little data to power meaningful Rx attribution. EQ5's NPI-level data passback is the source file that flows into the client's closed-loop measurement system.

The $185 CPM is truly all-in — one invoice, no add-ons. It includes:

• NPI audience data — identity matching and list processing (waived in Preferred tier)
• Social activation — Meta, LinkedIn, and all 20+ channels from a single list
• Campaign dashboard — real-time performance reporting and creative tracking
• sFTP data delivery — structured NPI-level files to client or agency server
• CRM integration — Salesforce, Veeva, and custom FIA coordination
• Physician-level weekly reports — NPI-level attribution delivered on schedule
• Account management — optimization, weekly status calls, reporting cadence
• IQM monthly optimization loop — target list updated monthly from engagement signals

No media markup, no agency commission, no data licensing fee, no account management retainer. Single invoice.

CMI's $65 CPM is the PLD data component only — not the full campaign cost. The actual all-in CMI CPM (media + data + account management + reporting) is approximately ~$140. The real gap is $45 — not $120.

That $45 difference covers:

• Deterministic 90%+ NPI match rate vs. CMI's probabilistic model
• 20+ channels vs. CMI's ~10
• LinkedIn activation included (CMI's is limited or separate)
• 97% impression-level attribution vs. CMI's click-based identification (<5%)
• All data delivery, CRM, sFTP, and FIA bundled — CMI bills these separately

When you compare apples-to-apples — same scope, same deliverables — EQ5 is the more cost-effective option because everything is bundled and the data returned is 20× larger.

Standard EQ5 social campaigns are available without a long-term contract requirement. The RMN Uni 5™ add-on (Rare Medical Network content + EQ5 social) carries a three-month minimum commitment across all RMN placements. For Preferred tier pricing (which waives the NPI audience data fee), there is typically a volume threshold — contact your rep for current tier definitions. See the Rates page for full pricing and tier details.

Programmatic display via the IQM integration is available at $15–35 CPM depending on managed vs. self-service and campaign complexity. This uses the same NPI target list as the social campaign and includes the monthly IQM optimization loop. See the Rates page for the full programmatic rate card.

DeepIntent is a healthcare programmatic DSP — strong in display, growing in outcomes-based targeting. EQ5 is a social-first, deterministic NPI activation platform. They're not the same product and the best answer is often "use both."

• DeepIntent activates programmatic display and CTV — no native NPI-level social (Meta, LinkedIn, TikTok)
• EQ5 activates 20+ social channels with 90%+ deterministic NPI matching — no broad programmatic scale
• EQ5 returns 97% impression-level NPI data — DeepIntent reports at programmatic/modeled level on social
• EQ5 launches in 48 hours — DeepIntent typically requires 4+ week onboarding

The positioning if they already use DeepIntent: "You're getting great programmatic with DeepIntent. We add the social layer — the 3+ hours per day HCPs spend on personal platforms outside clinical environments. Your NPI list runs through both, and you get identified data from both streams."

PulsePoint and Swoop are programmatic display/CTV platforms using contextual or modeled audience targeting. Neither offers native NPI-level social activation or impression-level NPI attribution.

• NPI targeting: Both use modeled/behavioral audiences — EQ5 is 100% deterministic
• Attribution: Both are click-based or segment-level — EQ5 is 97% impression-level
• Social channels: Neither activates Meta or LinkedIn at NPI level — EQ5's core capability
• Reporting: Both report at aggregate — EQ5 reports full NPI detail
• Swoop PLD workaround: Swoop requires an additional $5K–$10K third-party PLD fee to return any prescriber-level data. EQ5 returns it natively at 97%.

The right frame: EQ5 is the NPI-identified social layer. PulsePoint/Swoop are the contextual programmatic layer. They serve different environments and can be used together on separate budget lines.

IQVIA owns the data and measurement backbone of the industry — OneKey reference data and claims underpin how most pharma companies measure Rx outcomes. EQ5 is not competing with that layer; it's the activation layer IQVIA doesn't offer natively.

• IQVIA Digital activates programmatic display, CTV, and DTC via claims-based audiences — not native NPI-level social (Meta, LinkedIn, TikTok at the prescriber level)
• EQ5 returns 97% impression-level social NPI data that can feed directly into IQVIA's measurement stack
• EQ5 is faster, simpler to contract, and transparent on CPM — IQVIA is enterprise-priced with complex SOWs

The pitch if they already use IQVIA: "We're the social signal your IQVIA measurement doesn't have today. Our NPI-level impression data feeds right into your existing closed-loop Rx measurement — you don't replace IQVIA, you give it the social channel."

• Amgen vs. DeepIntent: EQ5 outperformed DeepIntent head-to-head in a client-confirmed side-by-side — the go-to reference for any DeepIntent competitive situation Client Confirmed
• Incyte: $4.18M total relationship — won $1.58M + $2.60M pipeline; 7 new brands added in a single meeting (Feb 2026) — proof of multi-brand expansion
• CMI Agency Partnership: +147% YoY growth with CMI (the largest pharma media agency) — EQ5 is agency-friendly and agency-proven
• Orasis Pilot-to-Scale: $16K pilot grew to $283K — 1,516% growth — for prospects asking about a test-and-expand approach
• Jazz Pharmaceuticals: 136% YoY growth — mid-size specialty pharma expansion story

EQ5 can launch a campaign within 48 hours of receiving an NPI list and approved creatives. This is one of the most frequently cited differentiators for time-sensitive brand situations — new indication approvals, competitive responses, drug launch events. Most competitors require 2–4+ weeks for onboarding and audience setup. The 48-hour capability assumes MLR-approved creative is ready — creative production adds time if needed.

Yes — EQ5 is fully agency-friendly. We work alongside agency of record and integrate into existing media plans. We can plug into a PHM, McCann, Publicis Health, or any AOR relationship. EQ5 has 42 agency partners currently. The campaign can be contracted directly with the brand or through the agency — EQ5 accommodates either structure and handles all technical data delivery to whatever system the agency uses. We do not replace the agency relationship; we operate as a specialist vendor within it.

EQ5 is built specifically for pharmaceutical marketing and has worked with 142 pharma brands across 66 clients — which means the MLR, legal, and compliance processes are well-established. Key compliance points:

• NPI-level identity data is used for targeting only — no individual physician is contacted directly without consent
• MLR coordination — creative approval process integrates with standard pharma MLR workflows; FIA coordination is included in scope
• Platform compliance: Meta and LinkedIn pharmaceutical advertising policies are managed by EQ5 — standard pharma restrictions (no direct claims, ISI requirements) are understood and applied
• Data security: NPI data files are handled via secure sFTP with standard BAA provisions available

The EQ5 entry point is a parallel test — not a platform switch. The ask is simple: one brand, one campaign, run alongside the incumbent. The client uses the same NPI list they're already using, we integrate with their existing sFTP setup and reporting cadence, and the results run side-by-side. The operational lift is minimal. The risk of testing is low; the risk of never testing is not knowing what they're leaving on the table.

The data makes the case — EQ5 doesn't need to win the argument on the call. A parallel test where EQ5 returns 97% impression-level NPI data next to a competitor's click-based trickle is a self-explanatory comparison.

The six numbers that anchor every conversation:

• 90%+ NPI match rate — deterministic, confirmed by the platform (Meta Ads Manager), not estimated
• 97% NPI impression attribution — every served impression returns as identified physician data, no click required
• 0.65% average CTR — vs. 0.10% industry display average, 6.5× outperformance
• 20+ channels from a single NPI list — one campaign, one dashboard, one invoice
• 48 hours deployment — campaign live within 48 hours of NPI list and approved creative
• $185 all-in CPM — no add-ons, no hidden fees, no media markup

• Baleon Capital investment — institutional investor backing that validates EQ5's growth trajectory and enterprise-readiness
• PM360 Silver Award — industry recognition from the leading pharma marketing publication
• 142 pharma brands across 66 clients — including J&J, Merck, BMS, Sanofi, Novartis, Amgen, AbbVie, AstraZeneca
• 42 agency partners — EQ5 is embedded in the major pharma agency workflows, not a fringe vendor
• 10 active drug launches (2026) — including GSK Exdensur, J&J Inlexzo, Cytokinetics MYQORZO, Eli Lilly Orforglipron
• Rare Medical Network partnership — exclusive rare disease engagement platform, the only integrated social + specialty content solution in the market

EQ5 has served 65 rare disease brands — more than any other pharma social platform. The unique differentiator for rare disease is the Uni 5™ solution with Rare Medical Network (RMN):

• EQ5 activates the verified NPI list on social — reaching the rare disease specialist where they live personally
• RMN's 15+ specialty content hubs (Rare IQ, 5 Facts, Spotlight, etc.) provide a dedicated content environment for those HCPs
• NPI-level engagement from RMN content is returned and merged with the social attribution data
• The result is a complete impression-to-engagement-to-NPI chain that no competitor offers as a single integrated solution

EQ5 + RMN is the only offering that combines 100% deterministic NPI-level social targeting with a rare disease-specific content environment. CMI, DeepIntent, and every other competitor lacks the RMN partnership. Three-month minimum commitment on all RMN products.