Doceree and Lemma launch exclusive healthcare DOOH supply deal

Doceree announced an exclusive supply partnership with Lemma at Cannes Lions to give U.S. life science advertisers access to premium digital out-of-home screens triggered by real clinical signals. The deal aims to make healthcare OOH more addressable, measurable and relevant at the moment intent forms.

Why it matters: - The partnership gives healthcare marketers a way to buy digital out-of-home media based on clinical context, not just broad audience reach. - Doceree says Trigger DOOH can help life science brands reach patients and healthcare professionals at the right clinical moment, which could make OOH more useful in healthcare campaigns. - The agreement adds addressability to a channel that has traditionally functioned as a broadcast medium in healthcare.

What happened: - Doceree announced an exclusive supply partnership with Lemma at the Cannes Lions International Festival of Creativity in France. - The partnership powers Trigger DOOH, a healthcare advertising product that uses real-world clinical signals to activate digital out-of-home campaigns. - Lemma will work exclusively with Doceree across the healthcare and pharmaceutical category. - Premium Lemma DOOH inventory will be available to U.S.-based pharma and life science advertisers only through Doceree’s Trigger DOOH product.

The details: - Trigger DOOH uses patient check-ins at hospitals, clinics and specialty care centers as activation signals. - Doceree says the product gives clients access to a national network of premium DOOH screens across the United States. - The buying process runs through a single, intent-driven interface. - Doceree says the combined footprint is one of the largest healthcare-dedicated addressable DOOH footprints in the industry. - Trigger DOOH layers Doceree’s patented Triggers™ technology and Clinical Intent Signals framework onto physical screens. - The system is designed to respond to live healthcare activity nearby, including dermatology check-ins at a medical plaza or oncology consult spikes at an academic medical center. - Harshit Jain, MD, Doceree founder and global CEO, said healthcare marketers have long had to choose between scale and precision in out-of-home. - Jain said Trigger DOOH is the first product to make real-world patient journey moments addressable, measurable and actionable for life science brands. - Jain said the product extends Doceree’s Clinical Intent thesis: meet healthcare audiences where intent forms. - Jain said the partnership gives pharma marketers reach engineered for clinical relevance. - Gulab Patil, Lemma founder and CEO, said healthcare is a context-sensitive advertising category that needs a DOOH solution built for that reality. - Patil said Doceree’s Clinical Intent Signals framework is the most credible addressability layer Lemma has seen in the space. - Patil said the exclusive healthcare partnership extends Lemma’s transparency-focused approach and raises the standard for clinical relevance. - Trigger DOOH expands Doceree’s point-of-care suite into the physical settings where care decisions are made. - Doceree says marketers can plan, activate, measure and optimize DOOH alongside endemic digital, EHR-integrated point-of-care and HCP engagement channels. - Doceree describes its platform as the only healthcare marketing platform that can measure and adapt to the actual clinical intent of physicians and patients. - Doceree says its infrastructure is built on the industry’s largest real-time clinical signal network. - Doceree says the platform unifies the healthcare journey from physician awareness to prescription and patient fill to refill. - Lemma describes itself as a full-funnel omnichannel platform for out-of-home advertising that unifies physical and digital media across CTV, mobile and web. - Lemma said more information is available at the company’s website. - Lemma Media Inc shared a LinkedIn page at company social media.

Between the lines: - The deal shows healthcare advertising moving closer to retail-media-style addressability, where signals tied to real behavior guide ad delivery. - Doceree is positioning Trigger DOOH as a bridge between point-of-care marketing and broader out-of-home buying. - Lemma gets a specialized healthcare route to market without diluting its premium inventory across other categories. - The exclusive structure suggests Doceree wants tighter control over how clinical-intent signals are translated into media activation.

What's next: - Doceree and Lemma will make Lemma’s premium DOOH inventory available through Trigger DOOH for U.S. healthcare and pharmaceutical buyers. - The companies are expected to use the partnership to scale healthcare-focused addressable DOOH campaigns. - Doceree will likely position Trigger DOOH alongside its existing clinical and point-of-care offerings as part of a broader healthcare media stack.

The bottom line: - Doceree and Lemma are trying to turn healthcare out-of-home from broad awareness buying into clinically targeted media activation.