This year, 1,600+ industry leaders came together for Digital Pharma East to discuss the trends, innovations and policies that are at the forefront of pharma marketing. The AdTheorent Health team was on the ground and onstage throughout the week, alongside some of the world’s leading pharma brands – in case you missed it, here are three key takeaways and highlights from the event:
- Navigating the evolving privacy landscape is a top challenge: Privacy is paramount! The event was buzzing with discussions around consumer privacy concerns and the complexities of various regulatory changes and new state laws. Common themes and best practices for helping to stay compliant were focused in two key areas:
- Responsible data collection and proactive compliance strategies: Marketers must keep trust and transparency top of mind – there is no “one size fits all” approach to privacy -- varying brands and therapeutic groups have different requirements, and being able to lean on partners – internally or externally – that value privacy-first is essential.
- Leveraging innovative solutions that are not reliant on user IDs or PII: Marketers are more open to finding new ways to bridge the gap and reach quality audiences and driving campaign-specific business outcomes across devices and channels, while respecting consumer privacy and adhering to regulatory changes. Many marketers are seeking ID-less solutions that can deliver audience quality without sacrificing performance.
- Marketers are embracing the AI and machine learning revolution: Many conversations around privacy included how marketers can integrate AI and machine learning solutions into their digital advertising strategies to streamline processes from drug discovery to clinical trials, as well as digital advertising campaign planning including targeting, activation and measurement approaches. AdTheorent Health’s SVP, Emily Keith moderated a panel discussion with five brand and agency participants who gave their unique perspectives around how ML can be used to meet patient needs from enhanced targeting to identify high value audiences, delivering personalized experiences, and uncovering actionable insights in a privacy-first way.
- Increased focus on data-driven personalization strategies: According to eMarketer, 81.7% of consumers who use the internet for health-focused research search online for information on medical conditions or symptoms. There has never been a better time for marketers to reach patients with the right messaging, in the right place at the right time. Patients want as much information as they can get and rely on digital resources, but with increased privacy regulations marketers are challenged with delivering personalized experiences in a privacy-forward manner. AdTheorent Health’s SVP, Innovation, Bradley Deutsch participated in a panel discussion with leading healthcare brands where they discussed the importance of leveraging ID-independent solutions that use machine learning technology and statistical modeling to reach the right audiences and optimize and measure success.
Digital Pharma East 2024 underscored the evolving landscape of pharma marketing as advertisers plan for 2025 and now is the time to prepare for the future.
About AdTheorent Health:
AdTheorent Health is a privacy-first, machine learning-powered advertising platform proven to drive business outcomes for health marketers. Interested in learning more? Contact us today.