From Invisible to In-Cart: How privacy-safe agentic AI unlocked the GLP-1 consumer

GLP-1 medications created one of the fastest-growing consumer health opportunities in the US market… and one of the hardest to reach. As a HIPAA-protected patient population with almost no available targeting data, GLP-1 users suffering digestive side effects were effectively invisible to Haleon's digestive health brands and to conventional research. Users report undesirable digestive side effects, and more than half discontinue within three months, with side effects a top three reason.

Performics and Haleon made this audience reachable. Within HIPAA-compliant clean rooms, clinical claims data was enriched with privacy-safe attributes and used to build three Gen-AI persona agents representing current, lapsed and prospective GLP-1 users, with no individual-level health data ever entering activation. The agents powered audience discovery, upstream planning, creative direction and retailer intelligence, compressing planning timelines and answering strategic queries in hours rather than weeks.

Activated through personalised programmatic media and a dedicated storefront, the campaign set a new benchmark in performance and retailer programs. But beyond performance, it established a replicable, privacy-safe activation playbook, setting a new model for reaching health-adjacent audiences responsibly and at scale