PurpleLab, a health-tech company headquartered in Wayne, Pennsylvania, just outside Philadelphia, announced a partnership with Chalice AI on September 14, 2026 aimed at bringing predictive intelligence to healthcare advertising. Kyle Armstrong, PurpleLab’s VP of Agency and Platform Sales, tied the partnership’s value directly to that transparency: “AI is only as valuable as the data powering it and the confidence marketers have in how that data is being used.”
Turning Claims Data Into Custom Predictive Models
The partnership pairs PurpleLab’s real-world healthcare data, which covers more than 330 million U.S. patient lives and 3 million healthcare professionals through longitudinal medical and pharmacy claims, with Chalice AI’s custom predictive modeling platform. Together, the companies say the combination can build bespoke models for identifying target audiences, uncovering prescriber opportunities, and predicting adoption or attrition in pharmaceutical marketing campaigns, developed in privacy-first environments and refreshable as new data emerges. The resulting models are deployable across major demand- and supply-side platforms, Meta, YouTube, connected TV, social, and the open internet.
Replacing Static Audiences with Predicted Outcomes
The companies are positioning the partnership against a common limitation in healthcare marketing: campaigns built on static, pre-defined audience segments rather than models that predict actual clinical or business outcomes, all while marketers navigate strict privacy and compliance requirements around health data. PurpleLab says its approach keeps data provenance and methodology transparent to marketers rather than treating the underlying models as a black box. While, Chalice AI CEO Adam Heimlich framed the shift the partnership is chasing: “Healthcare marketers don’t need another off-the-shelf audience. They need the ability to start with the business or patient outcome they’re trying to achieve and build an AI strategy specifically around that objective.”
About PurpleLab
PurpleLab® is a health-tech company driven by one clear philosophy: outcomes matter most. As a trusted partner for real-world data, PurpleLab helps organizations drive decisive action based on precise insights, with the ultimate goal of giving everyone a fighting chance at the best possible health outcome.
About Chalice AI
Chalice AI is the leading AI platform for advertising growth. Advertisers’ custom models can be deployed in all major DSPs/SSPs, as well as Meta and YouTube. In 2024, Chalice pioneered the first containerized bidding agent in an SSP, enabling advertisers to optimize supply around their goals.
