Explore our collection of health and pharma advertising resources.
In the fast-paced world of health marketing, leaders are on the hunt for innovations that improve their campaigns and patient outcomes. They know that strengthening a campaign means personalizing it. As a marketer, how do you achieve deeper personalization? This week’s AdLab Health Marketing Summit raised some bold ideas—and highlighted the collaboration needed to realize […]
According to the Out of Home Advertising Association of America, consumers spend 70% of their time outside their homes. For healthcare marketers, digital out-of-home (DOOH) advertising represents an enormous opportunity: to strengthen omnichannel campaigns by reaching target audiences beyond their devices. Among its many benefits, DOOH advertising features non-skippable inventory that can be targeted in […]
Mastering the cookieless future of digital advertising is a top priority for pharmaceutical brands looking to get or stay ahead. Because even with changes coming, healthcare advertisers can’t sacrifice speed. We must be able to unlock — and apply — data fast enough to improve health outcomes. Improving targeting capabilities in a post-cookie world calls […]
HCP and DTC marketing may get executed in silos, but everyone intuitively knows the impact on patient health is cumulative. As healthcare marketers learn to implement more sophisticated omnichannel campaigns, they seek new approaches to reaching healthcare providers (HCPs) and patients. Maximizing the relationship between provider and patient marketing connects audience and measurement data to […]
For years now, one of the most pressing topics in the advertising industry has been preparing for the cookieless future. Browsers like Apple’s Safari and Mozilla’s Firefox deprecated third-party cookies years ago. After extending its deadline, Google is sticking with its commitment to do the same in Chrome in 2024. This year, Google plans to disable […]
For decades, traditional or linear TV has dominated the budgets of pharma advertisers. To meet industry recommendations developed decades ago, which call for audience sizes to be at least 10% of the targetable population, life sciences companies have turned to TV where it’s possible to reach millions at scale. But increasingly, healthcare marketers are moving […]
Pharma companies may have been a little slower in embracing connected TV (CTV) advertising than other verticals, but the industry is certainly making up for lost time. By now, CTV’s return on investment (ROI) is crystal clear. In fact, analytics consultancy Analytic Partners found that CTV ROI is 30% higher than that of other channels despite […]
Connected TV (CTV) is one of today’s fastest-growing digital advertising channels. As forecasted by eMarketer, total programmatic CTV ad spend is expected to reach $24.44 billion in 2024, a 23.1% increase year over year. In this same vein, the migration of viewers from linear TV to CTV will also continue to accelerate, leading more and […]
There are two hurdles every healthcare marketer must face when launching a campaign. The first is finding a healthcare-specific demand-side platform (DSP) that addresses the complexities of advertising in the pharma space. The second is knowing how to get the most out of that platform and its capabilities. That’s why we created the DSP certification […]
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