HealthLink Signals Episode Four | Scale Without Depth Is Inefficient: Precision, Privacy, and Purpose-Built for Healthcare Media

Featuring Kris Qiu, CEO and Co-Founder of IQM

In a healthcare system flooded with data and automation, what does it actually take to influence the right decision at the right moment?

In Episode Four of HealthLink Signals, Kris Qiu, CEO and Co-Founder of IQM, unpacks why most general-purpose advertising platforms break down in healthcare and what it takes to build media infrastructure that respects the realities of a regulated, outcomes-driven industry. Drawing on his journey from political advertising to healthcare, Kris explains why compliance cannot be retrofitted, why reach is no longer the right measure of success, and how privacy-first precision can connect the physician and patient journey into a single view of decision-making.

Healthcare marketing is no longer about how many people you can reach. It is about how many decisions you can responsibly influence over time. In this conversation, Kris discusses:

• Why purpose-built healthcare platforms outperform general DSPs in regulated environments
• How compliance must be built into the foundation, not layered on top, vertical by vertical
• The shift from campaign-based measurement to continuous decision intelligence
• Why expanding from physician targeting to the full care team changes prescription outcomes
• Where human judgment still matters most as AI automates more of the marketing decision stack

He also shares a sharp prediction on the future of measurement: a move from correlation to causal understanding, and from fragmented metrics to a single, privacy-safe view of the physician and patient journey.