Gain insight into the topics, trends, and tactics that inspire more effective health advertising strategies in a changing landscape.
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 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 […]
Connected TV (CTV) is one of the hottest channels available for advertising, with ad spending projected to reach $30.1 billion this year. However, in today’s fragmented TV landscape, plenty of confusion remains around what is CTV (and what is not). We’re here to help. Read on to learn what separates CTV from linear TV and […]
It’s no easy feat for healthcare marketers to achieve the optimal audience mix for their campaigns. They must carefully select audience segments that are not only clinically relevant to the target condition but also cost-effective and scalable. However, it can take weeks or months into the campaign to determine the value and performance of these […]
With the rise of artificial intelligence and machine learning, new innovations in healthcare advertising seem to crop up every day. But it can be challenging for marketers navigating this ever-evolving landscape to determine which combination of platforms and solutions will improve pharma campaign performance in a way that translates to their real-world business objectives. With […]
As one of the most important events in our industry, Digital Pharma East is crucial for furthering the conversation around trends that will impact healthcare marketers most over the next few years. In 2022, it was all about omnichannel. But with AI top of mind at this year’s conference, several speakers noted how artificial intelligence […]
There’s a $14 billion opportunity at the intersection of healthcare, data, media, and artificial intelligence. And sitting at that intersection is convergent TV, which we believe represents the future of healthcare marketing. We recently brought together a distinguished lineup of industry leaders and innovators to discuss the challenges and opportunities presented by convergent TV. If you […]
There are more than 20,000 prescription drugs approved for marketing by the Food and Drug Administration (FDA). And yet, they all have one big thing in common: Driving script performance is a goal of theirs. Pharma advertisers need fast, transparent, actionable measurement. This provides timely insights and powers the automatic, real-time optimizations that enable them […]
In its true form, convergence refers to the shift from analog to digital, something that’s been happening for many years. By 2022, Leichtman Research Group estimated that 87% of U.S. households had at least one CTV device. Ten years earlier, that number was just 38%. And pharma—right now—is at its convergent TV tipping point. Delivering […]
Marketers today have access to more data than ever before — generated from so many sources — that can be used to power their advertising campaigns. One lesser-known category of data making its way to the forefront of healthcare marketing is ACR television viewer data, which is now being used to address some of the […]
Healthcare marketers are looking for deeper, more actionable insights to inform how their campaigns are performing. While clicks and impressions are useful digital metrics for showing the effectiveness of an ad in general, they aren’t the healthcare marketing campaign metrics that truly matter. Clicks and impressions don’t represent the real-world business implications of the ad’s […]
The data privacy law landscape evolves constantly, which leaves us with two big questions: What does this mean for advertisers? And more importantly, how does it impact consumers? The California Privacy Rights Act (CPRA), the amendment and expansion of the California Consumer Privacy Act (CCPA), and the Virginia Consumer Data Protection Act (VCDPA) officially went […]
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