Oncology HCP Activation · May 2026
Capabilities Overview

Equals 5
for EMD Serono

One platform to reach every oncology HCP with 100% NPI-level precision — across social, the EHR, specialty rare-disease media, and programmatic.

Prepared for
Chetak Buaria · VP, Global Commercial Operations — Oncology, Merck KGaA / EMD Serono
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01 — Social Media Channels 100% NPI-LEVEL

Reach your target oncologists by name —
on the social platforms they already use.

Upload an NPI list and Equals 5 targets those exact physicians across 20+ social channels with 100% deterministic precision — no lookalikes, no modeled audiences, no panels.

Facebook Instagram LinkedIn TikTok Reddit X / Twitter Threads Pinterest Snapchat Quora Nextdoor
Deterministic Targeting
100%
Actual NPIs — never lookalikes or modeled audiences
Average CTR
0.65%
vs. 0.10% display industry average — 6.5×
NPI List Match Rate
90%+
Across all campaigns — strong on small rare-tumor lists

For a portfolio like Bavencio, Tepmetko, and Erbitux, deterministic social reaches the precise METex14, immuno-oncology, and head & neck specialists — even when the target list is only a few thousand physicians.

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02 — Uni 5™ Platform Data & Reporting PHYSICIAN-LEVEL

Every impression and click resolved back to a verified NPI.

Uni 5™ turns an NPI list into rich physician profiles, activates them across channels, and resolves all downstream engagement back to the individual doctor — closing the loop most HCP media leaves open.

Stage 1 · Verify
Personi 5™
NPI lists become rich physician profiles across the 2.2M HCP datagraph.
→
Stage 2 · Activate
Channels
Audiences onboarded across 20+ channels — no separate media platforms.
→
Stage 3 · Measure
Identi 5™
Every engagement resolved back to the individual NPI that acted.
→
Stage 4 · Deliver
Reporting
Real-time dashboard, sFTP delivery, CRM integration, user-level reports.
HCP NPI Datagraph
2.2M
650K+ HCPs reached
NPI Match Rate
90%+
Average across campaigns
Target List Reach
70%+
Of the supplied NPI list
Deployment
48 hrs
Live after NPI upload

This is the layer that answers Chetak's benchmarking priority — physician-level reporting lets EMD compare engagement brand-by-brand and market-by-market against a consistent, deterministic standard.

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03 — Rare Medical Network CONTENT & DISTRIBUTION PARTNER
⬡ RMN

The only specialty education platform built for rare disease.

EQ5 + RMN is the integrated Uni 5™ solution for rare and specialty oncology — pair deterministic NPI activation with a credible rare-disease content environment, then attribute every engagement back to the physician.

HCP Audience (Oncology)
22K+
Estimated HCPs per specialty
Specialty Content Hubs
15+
Dedicated specialty audiences
PM360 Recognition
2024
Silver — HCP Education
What RMN Provides
  • Specialty educational content hubs (Rare IQ, 5 Facts, Spotlight, RareView)
  • ENL newsletter placement across 15 specialty audiences
  • Custom email sends to opt-in HCP audiences
  • NPI-matched engagement data delivered back to EQ5
Why It Fits EMD Oncology
  • Drive: EQ5 social ads route HCPs to RMN specialty content
  • Educate: A trusted environment for METex14, Merkel cell & urothelial messaging
  • Measure: Identi 5™ resolves every content engagement to an NPI
  • Turn-key: The only single integrated rare-disease offering of its kind
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04 — EHR & Point-of-Care OPTIMIZERX PARTNER
℞ OptimizeRx

Reach the oncologist inside the clinical workflow — at the moment of prescribing.

The one channel social can't touch: EQ5 reinforces the same target physician inside the EHR with brand and access messaging exactly when the prescribing decision is made, then syncs that engagement to the patient.

Verified Providers
2M+
Across the full care team
EHR Prescriber Reach
800K+
Across 400+ EHR platforms
Avg. Script Lift
15–25%
Via point-of-care messaging
What OptimizeRx Adds
  • EHR point-of-care messaging at the moment of prescribing
  • Reach to "unseen NPIs" beyond the traditional target list
  • Micro-Neighborhood® targeting from real-world health data
  • Pharmacy and refill alerts to support adherence
The Two-Moment Strategy
  • Awareness moment: EQ5 social & programmatic build the message
  • Decision moment: OptimizeRx delivers it inside the EHR
  • Adherence: Synced DTC extends the program to the patient
  • Relevance: Adherence programs are a stated EMD priority
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05 — Programmatic IQM OPTIMIZATION

Extend NPI-level targeting across the open web —
and let the campaign improve every month.

Deterministic physician targeting beyond social: programmatic display and native reach the same NPIs across premium endemic and non-endemic inventory, with IQM continuously refining the target list from real engagement.

Amazon Yahoo Taboola Teads Outbrain Microsoft Network Programmatic Email
The Optimization Loop
  • Monthly analysis of engagement across Meta, LinkedIn & programmatic
  • A unified NPI-level engagement score per physician
  • Target list amplifies high-responders, suppresses non-responders
  • Fewer wasted impressions, higher engagement per HCP reached
Why It Matters
  • Self-improving: Answers the buyer question "what happens after launch?"
  • Deterministic: NPI-level — not modeled programmatic audiences
  • Unified: Cross-channel signal surfaces HCPs missed on one channel
  • Benchmarkable: Month-over-month performance against a fixed standard
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The Integrated Solution

One platform. One verified NPI list.
Five ways to reach every oncology HCP.

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🧬
Uni 5™ PlatformThe Foundation
The data backbone. Every NPI verified, every channel activated, every engagement resolved back to the physician — one benchmarkable source of truth.
2
📣
Social
100% NPI-level targeting across 20+ channels at a 0.65% CTR — your exact oncologists, by name.
3
⬡
Rare Medical Network
A trusted rare-disease specialty education environment for your METex14, Merkel cell & urothelial messaging.
4
℞
EHR
Point-of-care messaging inside the EHR — reaching the oncologist at the moment of prescribing.
5
◆
Programmatic
Open-web reach with monthly, self-improving target-list optimization from real engagement.

The global oncology commercial activation partner for Merck KGaA / EMD Serono — deterministic, measurable, and built to benchmark across every brand and market.

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