Programmatic Campaigns Are Getting More Cohesive From ‘Pitch to Pay’: Magnite’s Adam Lowy

As healthcare advertisers shift their media buying into programmatic channels, they have an opportunity to reach targeted audiences at scale among a wide variety of digital video platforms. Those platforms are working to accommodate those advertisers, including drug makers that are required to provide product claim disclosures in video spots, extending their length. “That gets […]

 

E-Detailing, Telehealth Are Key Marketing Priorities Amid Pandemic: Heartbeat’s Dan Haller

The coronavirus pandemic has raised public awareness about health issues, but it also presented many challenges to marketers of health-related products and services. With many doctor’s offices closed down temporarily earlier this year, healthcare marketers had to find other ways to communicate with physicians and their patients. “A lot of our clients have millions of […]

 

‘Patient-Modeled Audiences’ Improve Programmatic ROI for Healthcare Marketers: DeepIntent’s Chris Paquette

The growing audience for connected TV services gives advertisers in the healthcare and drug industries more ways to reach medical professionals and their patients. Those advertisers also can improve their audience targeting with health information about consumers whose sensitive medical data are closely guarded with strict rules against unauthorized sharing. The good news for healthcare […]

 

Healthcare Media Embraces Programmatic Sales: Haymarket’s Louis Naimoli

Healthcare advertising has tended to be conservative, especially for products like pharmaceuticals that are heavily regulated and are required provide extensive disclosures. However, those marketers are starting to embrace advertising technology to reach healthcare providers as the coronavirus pandemic drives demand for the latest product information. For Haymarket Media, which publishes dozens of titles for […]