Schedule a Demo
Does My Company Subscribe?
For pharmaceutical companies, deploying programmatic technology is a sticky subject. Because of strict privacy and patient protection laws, pharma companies are limited in how they can target individual consumers, which makes programmatic advertising more of a guessing game. But that doesn’t mean it can’t be done. Jack Hogan, CTO at medical publisher Lifescript, spoke with eMarketer’s Maria Minsker about how pharma companies can use publishers’ data to leverage programmatic technology.
eMarketer: How can medical publishers create proxy audiences to power programmatic technology for pharma brands?
Jack Hogan: Medical publishers have vast audiences of opt-in consumers with targetable IDs and declared health interests. We’re talking about first-party data, not third-party health and medical data, which is inaccurate 50% of the time. By decoupling that first-party, declared health data from any private information, publishers enable brands to reach desired audiences with specific medical interests across the entire ad ecosystem—without breaking any HIPAA rules.
Priorities vs. Challenges for Marketing Data and Technology According to Marketers in North America, Jan 2018 (% of respondents)
Marketing Automation Analytics/Reporting Capabilities that Are Most Important According to US B2B Marketing and Sales Professionals, Oct 2017 (% of respondents)
Marketing Automation Platform Features with Which US B2B Marketing and Sales Professionals Are Satisfied, Oct 2017 (% of respondents)
Features/Capabilities that Are Important When Choosing a Marketing Automation Vendor According to US B2B Marketing and Sales Professionals, Oct 2017 (% of respondents)
Top 10 Technologies for 2018 vs. 2020 According to US Retailers (% of respondents)
B2B Ecommerce 2018: Transforming Buying and Selling
Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View
How Advertisers Are Reorganizing Around Programmatic
Marketers’ Qualitative Insights Get Lost in Big Data Noise
Customer Engagement Is Driving Investment in Emerging Technology
The GDPR Is Leading to Marketing Tech Pivots