I’m excited to announce a huge milestone in our work at BranchLab because it proves out a hypothesis I had when I joined: we have now shown that capturing the clinical heterogeneity in our outcomes lets us…
As I’ve come up to speed on healthcare advertising, I’ve been surprised by how often prevalence (AKA audience quality) is used to measure whether an audience is the right one…
The way everyday tools have evolved the last few years, conversations often end with “ChatGPT [knows and] said …” or “ChatGPT doesn’t know.” This may be reasonable for facts that…
For about 10 years at every advertising conference, someone would declare: “This is the year of mobile.” We would all nod, chuckle, and move on. Eventually, it stopped being a…
I’ve spent my career working on personalized and precision medicine and have seen outstanding advances in the field which continue to be accelerated by the use of AI. However, most…
The phrase “we are not saving lives” is a familiar refrain in advertising, a self-effacing nod to the industry’s secondary role in public life. In most contexts, it’s a healthy reminder not…
Wastewater now holds much more than just the sum of its parts: waste and water. It holds invaluable public health signals. Viral RNA shed by infected individuals can be detected…
The advertising industry is grappling with a fundamental challenge: the accelerating erosion of reliable user-level data. Third-party cookies, mobile identifiers, and even hashed email solutions are faltering in the face…
The “Dead Internet Theory” has gained quite a bit of traction since it was brought to light in 2021. According to The University of New South Wales the dead internet…
Pharmaceutical marketing has long treated healthcare providers (HCPs) and patients as separate audiences. Distinct in their needs, their influence, and their channels of communication. But as the healthcare journey grows…
As the regulatory landscape tightens around data privacy, many healthcare advertisers are forced to react, limiting functionality, scaling back targeting, or navigating consent challenges. BranchLab took a different path. From…