In the latest episode of Deep: The Health Marketing Podcast, we dive into the world of marketing analytics with Merck’s Tim Natal, who reflects on his unexpected journey into pharma marketing. At Merck, he now plays a critical role in the oncology space, managing consumer marketing analytics. From his early days in TV campaign analytics to today’s cutting-edge data techniques, Tim shares insights into how the industry is constantly evolving to better serve patients.
The Day-to-Day of Oncology Marketing
Working in oncology marketing means high stakes: treatment awareness and adoption are about saving lives. Tim explains how his role involves keeping an eye on the ever-evolving landscape of healthcare, focused on future-proofing Merck’s strategies for the years ahead. In an industry where change can sometimes be slow-moving, ensuring that innovation doesn’t lag can be challenging.
Tackling the Biggest Shifts in Pharma Marketing
Tim highlights two shifts reshaping the pharma marketing world: the uncertainty regarding the long-term future of third-party cookies and the tightening of privacy laws across states. These changes force companies like Merck to rethink how they measure and optimize campaigns. Tim believes, however, that this shift is also opening up unprecedented opportunities to leverage previously inaccessible datasets.
Looking Ahead: AI, Innovation, and the Future of Marketing
What keeps Tim up at night? It’s the fear that pharma, as an industry, isn’t moving fast enough. Large organizations often take time to adapt. For Tim, the key is to embrace change management and stay ahead of the curve by continuously innovating.
One of the most exciting aspects of this conversation is Tim’s thoughts on how AI is revolutionizing the analytics landscape. He asserts that, by leveraging advanced technologies, pharma marketers can better understand how patients interact with content and make more informed decisions about their campaigns.
Tim is particularly enthusiastic about AI’s potential to enhance segmentation, making it easier to reach the right patients with the right messages at the right time. He also touches on how connected TV (CTV) remains an underutilized channel in pharma marketing. The ability to buy CTV ads programmatically and receive detailed data back from these campaigns presents a massive opportunity for brands looking to optimize their reach.
The way marketers approach patients and healthcare providers is bound to evolve. But rather than waiting for these changes to happen, Tim advocates for proactive innovation. This episode leaves us with a clear message: in healthcare, staying ahead of the curve is essential for driving meaningful change for those who need it.
Click here to listen to this episode of Deep: The Health Marketing Podcast.
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