FUTUREHEALTH: LOOKING INTO THE CRYSTAL BALL: THE FUTURE OF PHARMA ADVERTISING THROUGH DATA-DRIVEN TARGETING

Pharmaceutical and healthcare companies have increased digital advertising over the years, spending an estimated $11 billion on online marketing in 2021. They’re second only to retail when it comes to investing in these platforms. Data on individuals and healthcare providers are changing how the industry promotes products and care. An executive at one of the companies in the forefront of this change discusses how these data will have an impact on pharma marketing to both patients and providers in the future. A conversation with Jen Werther, Chief Strategy Officer of DeepIntent, moderated by Moffat Frazier of Horizon Media and Seth Duncan of Real Chemistry (Co-Chair, Pharma Council).