Staying up to date on every healthcare marketing trend is easier said than done these days, which is why we’re curating a weekly digest with all the top headlines on our radar. Check back every Friday for the latest news in healthcare marketing, pharmaceuticals, and advertising technology.
Pay TV Down, Streaming TV Up
- According to Leichtman Research Group, major pay-TV providers lost about 650,000 subscribers in Q3. This is down significantly from the researcher’s estimated loss of 1.23 million subscribers in Q2, but up significantly from Q3 2020’s estimated 90,000 subscriber losses.
- According to Kantar, 85% of all U.S. TV homes have at least one streaming service, which is two percentage points higher year-over-year. Ad-supported video-on-demand (AVOD) apps are now being used in 27.3 million U.S. homes, and free ad-supported streaming services are now being used in 17.2 million homes, a 27% increase. Homes with both a traditional pay TV service and streaming are now at 51%.
- DoubleVerify has reported a 56% increase in video impressions measured between May 2020 and April 2021. The company’s revenue rose to $83.1 million for Q3, a 36% increase year-over-year, which was attributed to the rapid shift in media buying to CTV.
Personalization vs. Privacy
- A new report by McKinsey surveyed consumers about their opinions toward personalization. Of the consumers polled, 71% expect personalization, and 76% get frustrated when it’s not there, showing that “the value of getting personalization right — or wrong — is multiplying.”
- Two House Democrats have reintroduced a privacy bill that would impose broad restrictions on companies’ ability to use online data for ad targeting. The Online Privacy Act would require that companies obtain consumers’ explicit consent before collecting or drawing on their “personal information” in order to serve them targeted ads, or to personalize content.
- The IAB released a new white paper this week to help companies serving the CTV and OTT digital advertising supply chain prepare to comply with the California Consumer Privacy Rights Act when it goes into effect. “Project Crosswalk” examines stakeholders within the marketplace, whether and what friction points exist when addressing CCPA compliance, and more, and will be used as a basis to develop recommendations for how CPRA opt-outs might work under the new law.
Pharma Industry Updates
- In COVID-related news, the FDA has authorized Moderna and Pfizer’s booster shots for all U.S. adults. Pfizer has applied to the FDA to authorize its antiviral pill Paxlovid to treat people with COVID-19, and President Biden announced that the U.S. has already bought 10 million courses of Paxlovid to ensure these treatments will be easily accessible and free. Additionally, GlaxoSmithKline and Vir Biotechnology announced U.S. government contracts totaling $1 billion to purchase sotrovimab, an investigational monoclonal antibody for the early treatment of COVID-19.
- The FDA has approved Merck’s KEYTRUDA for the adjuvant treatment of patients with renal cell carcinoma (RCC) at intermediate-high or high risk of recurrence following nephrectomy.
- In partnerships and acquisitions, Pfizer and Celcuity Inc. announced a clinical trial collaboration and supply agreement where Pfizer’s Ibrance will be used in Celcuity’s Phase 3 clinical trial; Pfizer also announced a collaboration with Biohaven Pharmaceutical Company to commercialize rimegepant, a therapy approved in the U.S. for the acute treatment of migraine attacks; Sanofi is collaborating with Deloitte on a next-generation, artificial intelligence software-as-a-service adverse events case intake platform called ConvergeHEALTH Safety to transform pharmacovigilance; Novo Nordisk announced plans to acquire Dicerna Pharmaceuticals, a company developing RNAi therapeutics; AstraZeneca is collaborating with Tempus, a leader in artificial intelligence and precision medicine. The two companies will work together to gather insights, discover novel drug targets, and aim to develop therapeutics for the broader oncology community; and Biogen and EIT Health have launched the “neurotechprize” to help develop promising technology from all over the world that looks to address Alzheimer’s disease.
Healthcare Marketing Highlights
- Datavant is partnering with Health Catalyst, a leading provider of data, analytics and technology services to healthcare and life sciences organizations, to improve research and care delivery with connected health data.
- Following the announcement of the launch of DeepIntent’s partnership with LG Ads Solutions, CEO Chris Paquette participated in a video interview with Beet.TV about how CTV advertising is changing the healthcare marketing landscape, and how the LG Ads Solutions partnership will specifically benefit healthcare advertisers. Serge Matta, the president of LG Ads Solutions, also spoke with Beet.TV about the power of LG’s automatic content recognition data.
- AiThority.com recently published two articles from CEO Chris Paquette about Improving Patient Outcomes with Machine Learning and Protecting Patient Privacy in Advertising with Machine Learning.
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