90NORTH: Unparalleled health data stack. Behavior-designed decisions.

AI built for the realities of care, markets and moments.


At 90NORTH, we know surface-level metrics don’t change behavior in healthcare—understanding why people choose, delay or switch does.  

We exist to decode complexity, to illuminate the hidden intent into decisive strategy, catalyzing breakthrough creative—and the epiphany that a healthful change is possible. 

Powered by the industry’s leading EPICC data stack, we build AI products that are fused with Behavioral Science to surface motivations, barriers and context ordinary metrics miss—so you can move the people who drive the metrics. 
 

Check out our AI products, part of IPG Health’s EPICC solution set:  

LivingPersonas

Double-duty customer profiles designed to drive behavior change on the creative front-end and data back-end.

Overlapping circles of a doctor and patient, with smaller circles surrounding them. Inside each circle are the words “Social tendencies,” “Clinical behaviors and affiliations,” “Decision-making style,” “Personality traits,” and “Barriers + Biases”

LivingJourneys

True 1:1 activation built on a richer, more dynamic view of the customer.

An image of a doctor inside a circle with a happy and sad icon to the right, and text that reads “Treatment Decision” to the left

LivingMirror

Simulates real audiences to deliver rapid, AI-powered market research on campaign concepts and messages.

A digitally stylized image showing a progression of diverse professional individuals, each appearing on separate translucent purple cards layered in perspective from left to right. In the foreground, a confident woman in a bright purple suit and glasses stands facing forward. A central card highlights a participant response labeled "Cautious Collaborator," showing that 45% chose "option B," with a pie chart and the quote: “I prefer message B. I like how it mentions the data first, but I’d like to know more about why it's better.”
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What makes us different 

  • Healthcare-grade, privacy-first. Built within IPG Health’s secure ecosystem and designed to combine clean third-party and client first-party data responsibly.  
  • Behavioral science inside the AI model. Not a bolt-on "insights" layer—our scoring and predictions are grounded in behavioral theory and decision dynamics, so outputs explain why and what to do next. 
  • From static to living audiences. LivingPersonas and LivingJourneys replace one-and-done deliverables with interactive, evolving models built for ongoing optimization across therapy areas.  
  • Always-on learning loop. With LivingMirror, you can test messages and experiences against AI HCP and patient cohorts in real time, closing the gap between research and activation.  
  • Proven at scale. IPG Health has already delivered interactive LivingPersonas and LivingJourneys across 20+ therapeutic areas, globally. 

 

Are you ready to make meaningful experiences at scale?
 

Connect with us at newbiz@90north.health