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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 […]
During my years on the agency side, understanding segmentation for patient audiences was one of my favorite parts of planning campaigns. We’d get personas from the brand that looked something like this. Mary, who is 35 to 54 years old, has Rheumatoid Arthritis and enjoys birdwatching. But because agencies generally don’t have access to claims […]
The pharmaceutical industry has long favored broadcast television. In fact, linear TV accounted for more than 70% of last year’s ad spend. That’s because linear TV campaigns work for the industry. Pharma advertisers need sight, sound, and motion. They need 60-second ad spots in order to include all the necessary regulatory information. But when it […]
More and more, we’re seeing brands across all industries embrace connected TV advertising and realize its benefits as a highly targeted, measurable advertising solution. This includes the pharmaceutical industry, albeit more gradually, given that linear TV has held a majority share of advertising budgets for so long. Video advertising has long served the pharma industry […]
Connected TV (CTV) is having a moment in the sun, which means advertisers are right there in the shadows. As the COVID-19 pandemic kept millions of people home with nowhere to go but Netflix and Hulu, CTV ads naturally increased as well. CTV ad spend increased 48.6% over 2020, according to eMarketer. As healthcare and […]
With little to do and nowhere to go, millions of people spent the majority of 2020 on the couch, toggling between Netflix, Hulu, Disney+, and once Netflix lost The Office, Peacock. When consumers embrace a channel, advertisers are sure to follow. From 2020 to 2021, Connected TV (CTV) ad spending grew 48%, one of the […]
Like any other piece of technology, DeepIntent Outcomes™ began with a problem. Pharmaceutical marketers didn’t have a solution for quickly measuring and optimizing their campaigns based on real-world clinical data, rather than front-end metrics such as clicks and impressions. So we set out to build one ourselves. Clinical Data and HIPAA-Compliance We got the idea […]
A veteran media planner, our Chief Strategy Officer Jen Werther explains why DeepIntent Outcomes™ is a must for healthcare marketing agencies. Before any client meeting, I like to provide insight into why we created the product I’m about to present. Who needs this solution and why? What business challenges and pain points are we solving? […]
Timely, highly relevant ads give healthcare marketers an incredible opportunity to provide patients with more relevant information, educating them about conditions and treatment options. Greater awareness strengthens the patient-provider relationship, empowering both to have more informed discussions about the patient’s health and wellness. These discussions underpin the formation of a partnership based on trust and […]
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