It’s hard to talk about innovation in health marketing without talking about data. That’s because, as host John Mangano explains in Episode 2 of Deep: The Health Marketing Podcast, finding and making the most of the best available data is more than just good marketing. It can save lives.
This episode of Deep features SSCG Vice President of Biddable Media Michael Caruso, who walks listeners through his often misunderstood field, a central part of the advertising landscape with unique implications in healthcare. Caruso takes us on a journey through his unexpected career path. His story is a testament to the adaptability required in today’s fast-paced marketing environment. By honing his storytelling skills as a journalist, being curious, and seizing opportunities, Caruso found his niche and has become a leading voice in the field.
Biddable media allows for flexibility, enabling marketers to adjust strategies based on performance data. Caruso’s expertise shines as he explains how this flexibility has become crucial in today’s digital landscape. Campaigns can be tweaked in real-time, budgets can be reallocated in seconds, and most importantly, the impact on patient health can be more directly measured and optimized.
The Role of AI and Data Integration
One of the most exciting parts of the discussion is Caruso’s exploration of how artificial intelligence (AI) is transforming the programmatic landscape. AI’s ability to analyze massive datasets in real time allows for more personalized and effective marketing strategies. Imagine a world where a wearable device can monitor a patient’s health in real time, analyze the data through AI, and then immediately connect that patient with the right healthcare provider or treatment option through a personalized advertisement.
Caruso discusses cutting-edge advertising placements and ones that are probably closer to becoming available than you might think.
Another critical theme of the episode is data integration. Caruso discusses what he looks for in a partner relationship, highlighting the promise of new ways to plan and activate campaigns. He emphasizes the importance of merging different data sets—whether from healthcare providers, pharmaceutical companies, or even consumer behavior data—to create a more holistic view of each patient.
According to Caruso, the greater good is at stake. Integration allows for more effective marketing that improves health outcomes.
Overcoming Challenges and Looking to the Future
Caruso doesn’t shy away from discussing the challenges of this new territory. Privacy concerns, data fragmentation, and the complexities of integrating new technologies are all hurdles that marketers must navigate. Yet he’s steadfastly optimistic, arguing that these challenges are surmountable and that the benefits far outweigh the risks.
For anyone in health marketing—or those curious about where the industry is heading—Caruso’s insights are informative and inspiring. They offer a glimpse into the future of an industry that touches all of our lives.
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