Equals 5 Equals 5
Internal Working Session · May 2026

PharmaForceIQ
× Equals 5

Self-Service Platform Discussion

Chad Holloway · SVP, Media & Platform Partnerships · Ron Scalici · Co-Founder & CRO
Confidential — Internal Use Only
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Agenda

What we’re here to answer.

Three topics submitted by PharmaForceIQ — with a plan for each.

  1. Self-Service LogisticsWho does what · operating model · onboarding timeline
  2. Data Integration PathwaysAPI · SFTP · S3 · data formats (inflow + outflow) · FIA spec
  3. PricingChannel rates · tier structure
PharmaForceIQ · Self-Service Discussion
17 slides · ~30 min
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01
Topic 1

Self-Service
Logistics

Who owns what, how the operating model works in practice, and the path from MSA signature to first live campaign.

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Topic 1 · Logistics

Who does what.

Hybrid model — EQ5 is platform-as-a-service; PharmaForceIQ runs the campaign meter and the client.

Equals 5 owns
The data, identity & activation infrastructure
  • NPI list ingest + deterministic identity match (85%+ Meta, 75%+ LinkedIn)
  • Audience build + activation to social
  • EQ5 Signals Pixel + closed-loop NPI engagement tracking
  • PLD pipeline + engagement scoring
  • Identity resolution + HIPAA / privacy posture · engineer support
PharmaForceIQ owns
The client relationship & campaign operations
  • Day-to-day campaign setup, trafficking, QA
  • Creative production, ad approvals, regulatory review
  • Client billing & commercial relationship
  • Pacing, optimization decisions, dashboard interpretation
  • First-line client support & reporting interpretation
  • Account management of pharma brands
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Topic 1 · Logistics

Operating model & onboarding.

Operating model
Hybrid — we power the back end
PharmaForceIQ has access to EQ5’s NPI-matching and audience-activation tech as a back end. White-labeled or co-branded with end pharma clients — their choice.

Critical: NPI list ownership and identity resolution stay 100% with EQ5. PharmaForceIQ receives activation + PLD outcomes, not raw match data export.
Onboarding — ~3 weeks
From MSA signed to first live campaign
Week 1: FIA spec walk-through, agree on integration pathway.
Week 2: Credentials provisioned, sandbox round-trip test, sample PLD delivered.
Week 3: First production campaign, EQ5 engineer on standby 48 hrs.
Ongoing: Monthly review, quarterly capacity planning, shared Slack.
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02
Topic 2

Data Integration
Pathways

API, SFTP, S3, plus the data formats for inflow and outflow — and the FIA spec that defines the file exchange.

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Topic 2 · Integration

Supported integration pathways.

All paths are bidirectional — the same channel handles inflow (PharmaForceIQ → EQ5) and outflow (EQ5 → PharmaForceIQ).

Method
How It Works
Status
SFTP
Scheduled push/pull, PGP-encrypted file drops at defined intervals. Each side maintains its own SSH keys.
Recommended
REST API
Authenticated endpoints for list submission, audience status, PLD retrieval, engagement events. OAuth 2.0 or API key + IP allowlist.
Supported
S3 Sync
Drop/pull files to a designated bucket (yours or ours). IAM role-based, SSE-KMS server-side encryption.
Supported
Webhook
Real-time event push for engagement signals (HCP click, hot-lead trigger). HTTPS POST + HMAC signature.
Supported
Snowflake Share
Direct Snowflake-to-Snowflake share for high-volume PLD — no file movement, cross-account read-only grant.
Optional / Roadmap
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Topic 2 · Integration

What flows where.

NPI Match Rate
85%
Meta (FB / IG)
75%
LinkedIn (NF + AN)
75%
LinkedIn (NF Only)
Inflow · PharmaForceIQ → EQ5
What we ingest to launch
Required
  • NPI target list (CSV)
  • Campaign parameters — brand, channels, budget, dates, creative URLs
  • Landing-page URL (for Signals Pixel)
Optional
  • Custom audience tags / cohort segmentation
  • Prior-campaign suppression list
  • HCP demographic enrichment
Formats: CSV (default) · JSON (API) · Parquet (high-vol)
Encryption: PGP for SFTP · TLS 1.2+ for API/S3
Outflow · EQ5 → PharmaForceIQ
What we return as identified data
Standard PLD file (per campaign)
  • NPI · specialty · city / state / DMA
  • Date / time exposed · channel · creative ID
  • Activity (impression / click / engagement)
  • Aggregate impression + click counts per NPI
Engagement scoring
  • Per-HCP engagement signal across every channel
Formats: CSV (default) · JSON · Parquet
Cadence: Daily · weekly · on-demand
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Topic 2 · Integration

The FIA — File Integration Agreement.

The technical spec that defines the file exchange between PharmaForceIQ and Equals 5. It’s the single reference document engineers on both sides build to.

What the FIA defines
  • Column-by-column field mappings (NPI, specialty, name, geo)
  • Delivery cadence (real-time, hourly, daily, weekly)
  • File naming conventions + version suffixes
  • Encryption (PGP keys exchange, rotation schedule)
—
  • Error handling + retry / fallback SLAs
  • Reconciliation reporting (record-count match, error-row escalation)
  • Authentication mode (SSH key, IAM role, API key, OAuth)
  • Data-retention rules + scrubbing schedule
Recommended approach: review the standard FIA template with PharmaForceIQ’s data engineering lead. Aligning on field mappings and cadence early shortens the onboarding window.
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Topic 2 · Integration · Data Dictionary

PLD field availability.

Standard PLD fields EQ5 delivers. Yes = bundled in CPM · conditional = depends on FIA / client input.

FieldExampleEQ5 Response
NPIXXXXXXYes
SpecialtyCardiovascular DiseaseYes — NPI taxonomy or target list
First NameJohnYes
Last NameSmithYes
CityBrooklynYes
StateNew YorkYes
Zip Code11211Yes
Customer CategoryPharmacy DirectorYes
Alt ID TypeCYTK Pharmacist IDClient-provided
Alt ID Number########Client-provided
Date ExposedYYYY-MM-DDYes
Time ExposedLocal customer timeYes
DurationSecsNo
FieldExampleEQ5 Response
Creative PlacementSize_Creative_NameYes — Newsfeed / Stories / Reels
Placement IDDCM-generatedYes — if client-provided
Placement NameFrom Prisma / DCMYes — if client-provided
Webpage URLURL where banner livesYes — top-level domain
Activity TypeClick, Impression, etc.Yes
Action TakenButton XXXXXXNeeds more information
CampaignDisease awarenessYes
VendorEquals 5Yes
DMA / MSADMA nameYes — DMA
ClicksxxYes
ImpressionsxxYes
PLD / ULD reporting can be customized based on NPI list input and available FIA.
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Topic 2 · Integration · Data Dictionary

NPI Reporting Template.

Row-per-engagement PLD output — one row per NPI-matched click or impression.

Campaign Name Creative Name Job Code First Name Last Name NPI Activity Timestamp Activity Type
Test CampaignTest Creative 1 Job Code1 Job CodeJaneBrown17865793032024-06-01Click
Test CampaignTest Creative 2 Job Code2 Job CodeJohnMartinez12195408312024-06-01Click
Test CampaignTest Creative 1 Job Code1 Job CodeTaylorMartinez11268550922024-06-01Click
Test CampaignTest Creative 1 Job Code1 Job CodeChrisJones18962337902024-06-01Click
Test CampaignTest Creative 3 Job Code3 Job CodeChrisLopez13953104852024-06-01Impression
Test CampaignTest Creative 1 Job Code1 Job CodeAlexMiller13629506282024-06-01Impression
Test CampaignTest Creative 1 Job Code1 Job CodeJaneLopez13396707112024-06-01Impression
Test CampaignTest Creative 1 Job Code1 Job CodePatMiller12498277062024-06-01Impression
Test CampaignTest Creative 1 Job Code1 Job CodeJaneGarcia18907799462024-06-01Impression
PLD / ULD reporting can be customized based on NPI list input and available FIA.
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Topic 2 · Integration · Data Dictionary

EQ5 Signals — add-on engagement layer.

Click-level engagement signals with NPI attribution — what each HCP clicked, where they landed, when. Add-on to standard PLD.

Name NPI Domain Channel Type Creative Date
Jane Brown1786579303brandhcp.comLinkedInClick: MediaMessage 1 Animated2024-06-01
John Martinez1219540831brandhcp.comLinkedInClick: MediaMessage 2 Animated2024-06-01
Taylor Martinez1126855092brandhcp.comLinkedInClick: MediaMessage 1 Animated2024-06-01
Chris Jones1896233790brandhcp.comLinkedInClick: MediaMessage 1 Static2024-06-01
Chris Lopez1395310485brandhcp.comLinkedInClick: MediaMessage 1 Animated2024-06-01
Alex Miller1362950628brandhcp.comLinkedInClick: MediaMessage 5 Animated2024-06-01
Jane Lopez1339670711brandhcp.comLinkedInClick: MediaMessage 1 Animated2024-06-01
Full schema: Name · ID · NPI · Domain · Channel · Type · EQ5 Campaign · Clicked On · Visited · Referrer · Date & Time · Owner ID. PLD / ULD reporting can be customized.
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03
Topic 3

Pricing

Today’s self-service rates, proposed pilot tiers, and what’s bundled in CPM vs. billed separately.

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Topic 3 · Pricing

Social media channel rates.

Managed Service CPM + effective CPM at each self-service tier.

Channel Managed
baseline		 Self Service
10% off		 Self Service $2M+
20% off		 Self Service $3M+
25% off
Meta (Facebook / Instagram) $185 $167 $148 $139
LinkedIn (Newsfeed + Audience Network) $500 $450 $400 $375
LinkedIn (Newsfeed Only) $950 $855 $760 $713
How to read it: Managed Service is the baseline CPM (EQ5 runs everything). Self-service tiers discount that baseline based on committed spend.
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Topic 3 · Pricing

Self-service tiers.

Self-service discounts scale with committed spend.

Self Service
Self Service
No commitment
10% off
vs. Managed CPM
  • Pay-as-you-go — no minimum
  • Any channel, any volume
  • Standard integration (SFTP)
  • Weekly PLD pipeline
Self Service
$2M+ Tier
Over $2M committed spend
20% off
Once spend threshold is met
  • $2M+ committed spend
  • Multi-brand workspaces
  • SFTP + S3 access
  • Daily PLD + webhook events
Self Service
$3M+ Tier
Over $3M committed spend
25% off
High-volume partner pricing
  • $3M+ committed spend
  • Unlimited brand workspaces
  • Full integration (SFTP / S3 / API)
  • Real-time PLD + custom scoring
  • Dedicated engineer + named CSM
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Next Steps

Path forward.

From this meeting to a partnership that scales across PharmaForceIQ’s book.

Right after
Share the FIA spec with PharmaForceIQ’s data engineering lead.
Shortly after
Send the SOW draft — tier & commercial terms aligned to the option PharmaForceIQ selects.
Early
Technical kickoff — Equals 5 eng + their data eng lead. Walk FIA, exchange test credentials, define inflow + outflow fields.
Mid-onboarding
Sandbox round-trip test — sample NPI list submitted, sample PLD + engagement scoring returned. Sign off on format and cadence.
Go-live
First production self-service campaign — engineer on standby for the first 48 hrs post-launch.
Post-launch
Joint operating review — PLD volume vs. expectation, dashboard usability, integration stability, scope for next brands.
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Q&A

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Speaker Notes