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Key people at Proclivity Systems.
Proclivity Systems develops and operates electronic marketplaces, leveraging predictive analytics. Its flagship, LayerRx, is tailored for the highly regulated pharmaceutical and healthcare industry, facilitating transparent and secure data and digital advertising exchanges. The system optimizes targeted marketing campaigns for healthcare professionals and patients.
Sheldon Gilbert founded Proclivity Systems in 2006. His insight recognized the need for a sophisticated, data-secure marketplace to connect healthcare brands with audiences compliantly. Gilbert’s background in business intelligence and data mining provided a strong foundation for these data-driven solutions.
The company serves pharmaceutical and healthcare brands, enabling engagement with verified healthcare professionals and patients. Proclivity Systems’ platform empowers execution of programmatic advertising with extensive reach across digital channels. Its vision is to enhance efficacy and compliance of data-driven advertising and data licensing within the specialized healthcare sector.
Key people at Proclivity Systems.
Proclivity Systems is a predictive analytics company founded in 2006 that builds and operates electronic marketplaces, with its flagship platform LayerRx focused on the highly regulated healthcare and pharmaceutical sectors.[1][2][3][4] LayerRx serves pharmaceutical brands, healthcare professionals (HCPs), and data providers by enabling secure, HIPAA-compliant exchanges of data and digital advertising, solving challenges like revenue loss from imprecise targeting, static HCP lists, and siloed marketing channels through real-time AI-driven optimization and vast reach across 550+ endemic and 10,000+ non-endemic digital properties.[1][2][3] The company has raised between $2.9M and $5.5M in Series B funding (last round ~2008), remains privately held and active in New York, NY, with under 50 employees and revenue below $5M, demonstrating steady operation in a niche market despite limited recent public funding news.[1][3][5]
Proclivity Systems was founded in 2006 by Sheldon Gilbert, who serves as CEO, with early leadership including Lewis Pine as CFO & COO.[1][3][4] Headquartered initially at 134 Fifth Avenue and later at 33 West 17th Street in New York, the company emerged to address gaps in predictive analytics and secure data trading across industries, quickly honing in on healthcare/pharma due to regulatory demands.[1][3][5] A pivotal moment came around 2019 with a partnership alongside Prognos, integrating AI-powered real-world clinical signals into LayerRx for timely HCP targeting based on weekly-updated indicators like diagnoses, rather than quarterly prescriptions—enabling pharma brands to reach providers "upstream" during treatment decisions, especially in oncology and rare diseases.[1] This built early traction, growing LayerRx to support over 130 brands and diverse channels like mobile, video, and search.
Proclivity Systems rides the wave of AI-driven precision marketing in healthcare adtech, capitalizing on surging demand for real-time, compliant data exchanges amid HIPAA regulations and the shift from lagging prescription data to predictive clinical signals.[1] Timing aligns with post-2019 accelerations in programmatic health advertising, fueled by partnerships like Prognos and the need for pharma to target HCPs dynamically as patient journeys shorten in areas like oncology—addressing market blind spots where traditional annual HCP lists fail.[1] Favorable forces include explosive growth in healthcare AI (e.g., 20B+ medical records powering algorithms) and digital channels' expansion, positioning LayerRx to influence the ecosystem by standardizing secure data flows, reducing ad waste, and enabling earlier interventions that improve outcomes for payers, life sciences, and patients.[1]
Proclivity Systems' niche dominance in compliant health adtech positions it for expansion amid rising AI integration in pharma marketing, potentially scaling LayerRx via deeper data partnerships and global reach beyond the U.S.[1][2] Trends like real-world evidence proliferation and multimodal ad channels will amplify its edge, though competition from larger adtech players could pressure growth without fresh funding. Its influence may evolve toward broader predictive ecosystems, empowering brands to preempt treatment gaps—echoing its foundational mission to transform opaque healthcare targeting into precise, privacy-safe exchanges.[1][3]
