Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing, a Beet.TV Leadership Series, presented by Swoop

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies. “Television is delivering the kind of precision targeting that we once thought only possible in digital,” Ashley Luongo, CRO of TV ad platform OpenAP, told Beet.TV […]

Healthcare marketers must go beyond traditional awareness metrics to drive true patient action, said Sarah Bast, executive vice president of investment marketplace at Publicis Health Media (PHM). In this interview with Beet.TV Editorial Director Lisa Granatstein, Bast explained how PHM collaborates with PMX Lift, a unit within Publicis Media focused on the changing TV advertising […]

For Genentech, a biotech pioneer at the intersection of science and storytelling, success in media campaigns goes far beyond impressions or clicks. “Success for us is the incremental revenue and ROI that we can drive with TV ads for the brand,” said Gozde Dinc, director of media, strategic partnerships and innovation in digital marketing at […]

The definition of “attention” and “performance” is expanding rapidly for healthcare advertisers, said Clifton Covey, senior vice president and group director of digital activation at WPP’s CMI Media Group. Speaking with Beet.TV Editorial Director Lisa Granatstein, Covey said there’s no “one size fits all” model for optimization and measurement in the industry. “The gold standard […]

Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the company’s approach to personalized outreach in healthcare advertising hinges on strict adherence to privacy regulations. Speaking with Beet.TV Editorial Director Lisa Granatstein, Ludwig described how Swoop’s advanced TV partners serve as the “connective tissue” between data innovation and compliance. By aligning with […]

With the audience now firmly established in the CTV environment, the focus is turning toward making those impressions count. For some, the next phase of CTV advertising involves moving beyond simple reach to drive tangible consumer action. That is the opportunity for streaming platforms to evolve advertising from broad exposure to measurable patient engagement, said […]

Television advertising for pharmaceutical brands has evolved beyond general demographic targeting to enable condition-specific audience layering that eliminates wasted impressions while maintaining the mass reach needed for awareness campaigns. “Where we used to do a broad kind of demo targeting, now we can bring in these condition-based audiences that allow us to become more precise,” […]

The long-held role of television as a top-of-funnel, awareness-driving medium is being fundamentally rewritten by digitization. Once a channel measured primarily by reach and frequency, television is  now transforming the living room screen into a performance-driven platform where advertisers can track, attribute, and optimize campaigns in real time. This evolution is proving particularly potent in […]

Healthcare and pharmaceutical marketers must rely on storytelling to break down stigma, build trust and ultimately motivate patients to take action, said Ayla Ellison, editor in chief of healthcare and life sciences at Questex. “Storytelling is perhaps one of the strongest tools that they have,” Ellison told Beet.TV Editorial Director Lisa Granatstein in this video […]

Connected television is rapidly becoming one of the most powerful precision tools for reaching healthcare audiences, said Kyle Avery, director of business development at adtech giant The Trade Desk. Speaking with Lisa Granatstein, editorial director of Beet.TV, Avery described how the convergence of premium streaming inventory and programmatic technology is opening new opportunities for marketers […]

Television remains a cornerstone of healthcare advertising thanks to its unmatched scale and emotional resonance, according to Quinn Borsuk, senior vice president of advanced TV sales and strategy at Swoop. Speaking with Beet.TV editorial director Lisa Granatstein, Borsuk outlined how traditional TV combined with data-driven strategies is helping advertisers connect awareness to real-world patient outcomes. […]