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9-10-2021

This Week in Healthcare Marketing: The Future of Ad Quality Measurement, Clearer Definitions for CTV, Expanding Reach to All HCPs

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.

New Developments & Definitions for Ad Measurement

  • The Media Ratings Council announced that it is now defining over-the-top as connected TV in an effort to establish clearer guidelines for measurement across the industry. OTT isn’t completely going away, however, and will now be used more broadly to define digital video content delivered across desktop, mobile, and other devices, whereas all digital video delivered to a TV screen will be considered CTV.
  • DoubleVerify CEO Mark Zagorski spoke with AdExchanger about the future of ad quality measurement. Currently, marketers are looking to verify that their ads were actually seen by a human and served in a brand-safe environment, but future innovation will focus on gathering data about ad interactions and evaluating how quality of context and implementation will ultimately drive ad performance.
  • Originally introduced in 2002, Ad-ID is a method of standardizing how advertising assets are labeled. Until recently, it’s primarily been used for linear campaigns, but more advertisers are beginning to adopt the naming system to manage ad delivery and measurement across the broader TV, streaming, and digital video ad market. By attaching a universal identifier to each individual piece of ad creative, Ad-ID helps to ensure that all media platforms distributing the ad can refer to the same ID, and that the ads don’t run too many times or past their end date.
  • Spectrum Brands is expanding into programmatic retail media after honing its advertising approach on Amazon, and will bring metrics like share of search and ACOS (advertising as cost of sale) to its broader open web advertising and analytics. These metrics will help Spectrum’s marketers go beyond common KPIs like click-through rates, last-click sales, or ROI to optimize ad spend for improved discoverability in search indexes and online retail, and incremental customer growth.

Healthcare Marketing Headlines

  • Since the start of the pandemic, nurse practitioners and physician assistants have taken on more responsibilities, including writing scripts, as the demand for doctors outstrips supply; by 2033, the U.S. will suffer a shortage of more than 55,000 primary care doctors and 86,000 specialty physicians. One-third of all prescriptions this year will be written by NPs and PAs, making them a key target for healthcare marketing going forward.
  • A new independent healthcare agency has been launched by former executives from Havas. Led by David Hunt and Pete Armstrong, and dubbed The Considered, the agency’s mission is to help healthcare brands thrive in the hybrid and socially complex new world that emerged during the pandemic, requiring a new formula for healthcare marketing and advertising to HCPs, patients, and consumers.
  • Ad relevance has never been more important to the success of advertising campaigns, but for healthcare marketers, it carries the potential to influence more positive health outcomes by keeping consumers educated about their treatment options. DeepIntent’s Chief Strategy Officer Jennifer Werther wrote about how relevant advertising can help improve relationships between patients and providers for Healthcare Business Today.

Pharma-Specific Updates

  • Sanofi will acquire biopharmaceutical company Kadmon to further strengthen the growth of its transplant business. The acquisition will also immediately add Rezurock to Sanofi’s portfolio, an FDA-approved treatment for adults and children 12 and up with chronic graft-versus-host disease after failure of at least two prior lines of systemic therapy.
  • Two patents for Pfizer and Bristol Myers Squibb’s anticoagulant drug Eliquis have been upheld by the U.S. Court of Appeals, granting the companies continued exclusivity until April 1, 2028. While the FDA has approved some Eliquis copycats, those versions won’t reach the market until settlement terms are met or the drug’s patent protections run out.

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