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Pharmaceutical and life sciences companies currently face forces of change upending and devaluing traditional advertising and promotion strategies.

The resulting challenges are further exacerbated by recent privacy-driven platform announcements from Apple, Google and Facebook. Taken together, these macro trends and privacy changes have deprecated legacy targeting methodologies reliant on demographic and clickstream data. That’s why marketers must make the switch to privacy-safe real world data for audience building. By applying machine learning and artificial intelligence to de-identified offline health data, advertisers can now develop more precise and brand-exclusive patient segments with higher audience quality (AQ) for use across the marketing mix — from digital and social media to CTV and linear television. The result? Better consumer engagement with more meaningful messaging, increased Rx lift and optimized patient outcomes.

During this webinar, attendees will learn:

• The current forces of change transforming healthcare marketing.
• Why legacy targeting approaches that utilize demographic and online behavior data fall short.
• How using RWD for audience-building benefits both patients and marketers with specific examples.
• Where there are gaps in HIPAA when considering the use of de-identified patient data, how the Network Advertising Initiative (NAI) fills those gaps — crucial to the self-regulation of online advertisers — and the risks marketers face by not working with NAI-certified data providers.

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