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»pharma advertising

Concerns About Advertising Using Health Data Are Rising. Where Does HIPAA Apply?

The Health Insurance Portability and Accountability Act (HIPAA) is the most mature and comprehensive health data protection law in the US. (It passed in 1996.) But does this patient data protection law apply to data-driven advertising and online data collection? The answer is yes and no.
by Alyssa Boyle // August 1st, 2022 //
»
Linear Is Still The King Of Pharma, But For How Long?

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Marcella Milliet Sciorra, CMO of DeepIntent.  Linear TV has long dominated the marketing mix for pharmaceutical brands and their agencies. In 2021, these groups spent an estimated $3.9 billion on national broadcast and cable ads,… Continue reading »
by AdExchanger Guest Columnist // May 12th, 2022 //
»
AI Is Transforming Customer Experience Across Industries – But What About Healthcare?

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Stefanos Kapetanakis, GVP, Data and Technology, at Publicis Health Media.  Primary care as your parents knew it no longer exists. There is a rising consumerization in healthcare, and many patients… Continue reading »
by AdExchanger Guest Columnist // April 1st, 2022 //
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Video Advertising Can Work For Pharma And Healthcare Brands – But There Are Nuances To Keep In Mind

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Kelly McAloon, associate media director of programmatic at Good Apple. Pharma’s digital transformation has accelerated media spending on video across devices. Both vertical and video spending in the healthcare and pharma sectors are expected to… Continue reading »
by AdExchanger Guest Columnist // March 3rd, 2022 //
»
TV’s Viewability Problem: One In Three TV Ads Play To Empty Rooms

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms. While the TV industry’s trust in Nielsen as a measurement system is at a low right… Continue reading »
by Alyssa Boyle // February 15th, 2022 //
»
Tackling The Challenge Of Healthcare Marketing In CTV

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. The connected TV streaming boom is drawing a traditionally conservative group of marketers in healthcare and pharmaceuticals, who are attracted to CTV’s targeting and customization capabilities. Healthcare and pharma marketers’ digital advertising spend grew over 14% in 2020 and is expected to… Continue reading »
by Tony Rifilato // July 15th, 2021 //
»
Lasso Teams With Xandr To Drive Healthcare and Pharma Digital Campaigns 

WarnerMedia’s advertising and analytics unit Xandr has partnered with healthcare marketing and analytics platform Lasso to deliver programmatic advertising to the pharma and healthcare industries across CTV, social and email.  Mike DiNorscio, Lasso co-founder and chief revenue officer, told AdExchanger that the partnership, formally announced on Monday, had been underway since Lasso launched in December… Continue reading »
by Tony Rifilato // March 2nd, 2021 //
»
Bayer Freezes Facebook Advertising In July

Add Bayer to the list of brands pausing paid media on Facebook for the month of July. The consumer health and pharma giant confirmed the pause with AdExchanger, but declined to share details on whether the move is directly connected to the broader Facebook boycott spearheaded by civil rights groups such as Color of Change,… Continue reading »
by Allison Schiff // July 10th, 2020 //
»
For Health Care Brands, Getting To Doctors Is Good For What Ails Them

Every year competition goes up for the limited number of medical residencies in the United States. But that’s nothing compared to marketers’ intensifying race to reach those doctors in the field. While HIPAA’s data privacy regulations have slowed the adoption of programmatic and data-driven marketing around advertising to consumers, companies can still target medical professionals,… Continue reading »
by James Hercher // May 10th, 2017 //
»
Pharma Agency Medicx Taps TubeMogul For Tighter (But Not One-To-One) Video Targets

It may sound strange, but indie media agency and data marketing company Medicx Media has no interest in “one-to-one” marketing. That’s because the majority of brands it serves are publicly traded pharma firms, makers of over-the-counter drugs and pharmacies, companies whose use of data is sharply restricted. For instance, targeting users based on health-related conditions… Continue reading »
by Kelly Liyakasa // December 14th, 2015 //
»
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