Last week, at Advertising Week New York, industry leaders highlighted meaningful advancements and opportunities in the ever-changing world of advertising. For health advertisers, in particular, there was plenty to unpack, from the promise of specialized platforms to the impact of pharma ads on different audiences. Below are five key insights and actionable next steps. 

1. Pharma Ads Build Trust—and Empower Patients

New research published by MAGNA Media Trials, in partnership with DeepIntent, conveyed some telling new stats. One of the most striking is this: over 90% of doctors believe pharma ads help patients become more aware of health conditions and get more involved in their care. That’s huge. In health advertising, our goal has never just been selling products—it’s about starting critical conversations between patients and providers. This research shows that the overwhelming majority of doctors recognize and appreciate the contributions of health advertising to patient health. 

In fact, younger audiences, like Gen Z, depend on health ads. Over half of Gen-Z respondents said pharma ads helped them discover a new health condition or better manage an existing condition. Baby Boomers also value pharma ads, but by comparison, they may be generally more challenging to motivate from a behavior-change standpoint, and they may already have more experience managing their conditions. So, there’s a powerful opportunity to engage both younger and older generations in a way that resonates with them. 

Next step: If your target audience skews younger, lean into educational content that empowers them to take control of their health. For older generations, consider messaging around helping people better manage their lives.

2. Multicultural Audiences Respond Strongly to Pharma Messaging

Generally speaking, multicultural audiences are even more responsive to pharma ads than white audiences. These communities often face more barriers to accessing healthcare, so the right messaging can make a pivotal difference. 

While this insight is a promising starting point, it’s important not to treat “multicultural” as a single group. Each cultural community has its own healthcare challenges, so messaging needs to be tailored to reflect those unique experiences.

Note that algorithms may steer campaigns toward the path of the fastest ROI, which can impede reaching communities in need. It’s important for pharma marketers to hold themselves accountable and ensure messaging reaches all groups that stand to benefit from it. 

Next step: Ensure that you’re reaching multicultural audiences by thoughtfully segmenting campaign messaging to address the specific needs of each group.

3. There’s a Sweet Spot Between Privacy and Personalization

Of course, privacy regulations exist for good reasons, but they can sometimes make it harder to reach specific groups. Especially underserved communities that might need education and support the most. So, how do we balance respecting privacy and delivering relevant, personalized campaigns?

Building trust with DTC and HCP audiences is key. When we’re transparent about how data is being used—and when that data is used to provide truly helpful, personalized information—we can build trust that leads to better engagement and, ultimately, better health outcomes.

Next step: Be proactive about transparency. Show your audiences how their data is being used to help them. Trust is fragile, but when handled with care it can strengthen your campaigns and drive better results.

4. Our Health Advertising Should Be as Prescriptive as Our Treatments

In his keynote address, DeepIntent Founder and CEO Chris Paquette captured the critical role that pharma advertising can play in public health. He highlighted that health advertising is simply too complex for the one-size-fits-all solutions you might find in other industries. In healthcare, for one thing, we’re not just marketing to one audience—we’re talking to DTC and HCP audiences, each of whom has unique needs. That’s why generalist ad platforms, while powerful in other industries, just don’t cut it in pharma.

Instead, there’s a need for more specialized platforms that can handle the nuances of healthcare marketing. That’s everything from HIPAA compliance to real-time clinical data. Today, gene therapies and personalized medicine are delivering “n-of-1 treatments,” which are personalized to an individual. Health advertising should be no different. Pharma marketers must deliver the timely, relevant, and compliant information that an individual consumer needs. 

Next step: Invest in specialized advertising platforms that are purpose-built for pharma marketers. 

5. Real-Time Data is the Secret to Staying Relevant

Paquette’s presentation also drove home the importance of real-time data in health marketing. Too often, campaigns are based on “rear-view datasets” representing a “market that was.” The pandemic taught us that health data changes fast, and if you’re not adjusting your campaigns in real time, you’re likely missing opportunities to engage HCP and DTC audiences when it matters most.

For example, Paquette shared how DeepIntent partnered with a major pharmacy retailer to gather daily Covid vaccination data at the ZIP code level. This allowed for daily targeting adjustments based on both Covid incidence rates and immunization levels—thus staying ahead of trends rather than reacting to them. 

Next step: Find a partner to help you use real-time data to keep your campaigns nimble, adaptive, and responsive to current health trends. 

Interested in advanced targeting strategies for reaching relevant HCP and DTC audiences? Read more here.