Why marketers must make the switch to privacy-safe real world data for targeting Registration

Date:6/30/2022

Time:1:00 PM EDT

Duration:60 minutes

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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Speaker

Scott Rines

Chief Revenue Officer

Swoop

Scott is Chief Revenue Officer for Swoop, the leader in privacy-safe exclusive patient audiences for healthcare that empowers the world's foremost pharmaceutical brands to better educate patients about disease states and the therapies that could remedy their conditions. Scott brings over 20 years of building performance-focused client development teams in health care and consumer packaged goods. He previously served as Chief Revenue and Marketing Officer for Government Solutions Group as well as SVP of Business Development for Catalina Marketing.

Lauren Jacobson

Group Director Performance Acceleration

Initiative

Lauren Jacobson has worked in pharmaceutical advertising for over a decade supporting roles in digital partnerships, traditional planning and, most recently, digital analytics. She is currently working at Initiative on the Merck account with her primary responsibility focusing on audience strategy, activation and measurement across oncology, vaccines & hospital brands.