As the landscape of healthcare advertising evolves, how can brands effectively reach their audiences while ensuring data privacy?
Fierce Pharma’s Michelle Benz sought to find the answer to this pressing question, sitting down with Mallory Wils, EVP of Sales for healthcare data science advertising specialist BranchLab, during Digital Pharma East 2024.
“BranchLab is a company that was founded earlier this year to drive innovative solutions for data,” Wils explains. “We partner with our agencies, our brands and TV partners to help increase ROI and better identify patients in a more privacy-compliant manner.” Naturally, compliance is a central theme of the conversation, as it has become an increasingly pressing concern for patients, healthcare providers, and advertisers alike.
Here, Wils and Benz explore the key trends shaping brands’ ability to reach their audiences, focusing on the use of real-world health data for targeted marketing in light of cookie deprecation and emerging state-compliant laws. “Instead of using legacy ID-based infrastructure, we access anonymized health data and build predictive models,” Wils continues. “Our goal is really to provide our clients with the ability to use data in a new and innovative way to reach audiences across the marketplace.”
From the specific approaches required to reach the right audience at the right time, to debunking prevalent myths in the world of pharma marketing, this episode gets right to the core of the challenges and opportunities in the industry, both today and into the future.