Proclivity

Name: Proclivity
Brand: Proclivity

Proclivity is a predictive-analytics and marketplace platform (LayerRx) that enables programmatic licensing and activation of healthcare data signals to target verified healthcare professionals and, in some cases, direct-to-consumer audiences within regulated environments.

Est 2006|Valuation $62.5M|Raised $15M

LinkedIn 363|Website|FTEs 1|HQ New York, New York, US

MarketsAccount-Based Marketing (ABM)

01Competitive Landscape

Narrative competitive analysis

- PulsePoint vs LayerRx: PulsePoint publishes materials emphasizing programmatic access to EHR/point-of-care inventory and has visible solution pages and collateral. For buyers prioritizing point-of-care inventory tied to EHR workflows, PulsePoint may be more readily comparable using public materials. - DeepIntent vs LayerRx: DeepIntent positions itself as a healthcare DSP with compliance-focused messaging and KPI-optimization features. Buyers seeking a DSP-like buying experience should validate match rates, measurement methodology, and the degree to which capabilities are proprietary versus partner-provided. - Generalist DSP plus healthcare data providers: Some organizations use a generalist DSP (for example, The Trade Desk) alongside healthcare data partners. This approach can provide inventory flexibility but may require additional work to establish privacy and compliance controls and to achieve verified HCP guarantees without supplemental services.

Market share and adoption trends

Vendor and partner materials reference participation by brands and other partners. Independent market share estimates for LayerRx were not identified in public sources.

	Proclivity / LayerRx	PulsePoint	DeepIntent
Starting Price	Not public (quote-based pricing)	Not public (quote-based pricing)	Not public (quote-based pricing)
Primary Use Case	Healthcare-focused programmatic exchange and data licensing for HCP targeting (vendor/partner-described capabilities)	Programmatic EHR/point-of-care inventory and health-focused ad placements	Healthcare DSP features with compliance-focused marketing materials and optimization for pharma KPIs
Key Public Strengths	Vendor materials emphasize a healthcare marketplace framing and HCP targeting capabilities	Public materials emphasize EHR access and point-of-care placements	Public materials position the product as DSP-like with health-specific audience targeting claims
Key Public Weaknesses	Limited independent user reviews and limited public security documentation; opaque pricing	Pricing and minimums typically require sales engagement; public materials focused on certain inventory types	Public claims require validation; pricing and minimums are opaque

01Competitive Landscape

Narrative competitive analysis

PulsePoint vs LayerRx: PulsePoint publishes materials emphasizing programmatic access to EHR/point-of-care inventory and has visible solution pages and collateral. For buyers prioritizing point-of-care inventory tied to EHR workflows, PulsePoint may be more readily comparable using public materials.
DeepIntent vs LayerRx: DeepIntent positions itself as a healthcare DSP with compliance-focused messaging and KPI-optimization features. Buyers seeking a DSP-like buying experience should validate match rates, measurement methodology, and the degree to which capabilities are proprietary versus partner-provided.
Generalist DSP plus healthcare data providers: Some organizations use a generalist DSP (for example, The Trade Desk) alongside healthcare data partners. This approach can provide inventory flexibility but may require additional work to establish privacy and compliance controls and to achieve verified HCP guarantees without supplemental services.

Market share and adoption trends

Vendor and partner materials reference participation by brands and other partners. Independent market share estimates for LayerRx were not identified in public sources.

	Proclivity / LayerRx	PulsePoint	DeepIntent
Starting Price	Not public (quote-based pricing)	Not public (quote-based pricing)	Not public (quote-based pricing)
Primary Use Case	Healthcare-focused programmatic exchange and data licensing for HCP targeting (vendor/partner-described capabilities)	Programmatic EHR/point-of-care inventory and health-focused ad placements	Healthcare DSP features with compliance-focused marketing materials and optimization for pharma KPIs
Key Public Strengths	Vendor materials emphasize a healthcare marketplace framing and HCP targeting capabilities	Public materials emphasize EHR access and point-of-care placements	Public materials position the product as DSP-like with health-specific audience targeting claims
Key Public Weaknesses	Limited independent user reviews and limited public security documentation; opaque pricing	Pricing and minimums typically require sales engagement; public materials focused on certain inventory types	Public claims require validation; pricing and minimums are opaque