The Future of Healthcare Advertising is Wide 'Open'
This IQVIA Digital sponsored podcast unlocks the key to effective consumer engagement. Whether it’s building trust or ecosystems, the key to effective consumer engagement is being open. Frank Lin, VP and GM of IQVIA Digital, shares valuable information with Medical Marketing and Media (MM+M) on the ground in the South of France. Listen to the full podcast here.
Consumer habits, regulations and technologies are evolving at breakneck speed. Healthcare marketing needs to keep up.
With these rapid changes, though, programmatic advertising remains vital for meeting audiences where they are on their journey. During this podcast, IQVIA’s Frank Lin lays out a roadmap to help healthcare marketers keep up for the betterment of consumers and brands alike.
Balancing the future of advertising with privacy, transparency and trust is essential for impactful healthcare campaigns and better health outcomes, but it’s a huge challenge for pharma marketers, admits Lin.
“Marketers are operating in an environment where privacy, trust and compliance are non-negotiable,” he asserted.
Accounting for AI
Lin also acknowledged how healthcare marketers are dealing with issues related to inconsistent data and closed systems — especially when they want to harness AI.
“The first step is to build a foundation of trusted identity and high-quality data,” he suggested, “ensuring that what feeds into AI models and personalization engines is accurate, up to date and compliant with privacy regulations. Without clean data, even the best AI won’t yield the most meaningful results.”
Lin emphasized that AI is only as good as the data it’s trained on.
“If we don’t address data integrity out front, we risk models that appear precise, but are actually biased and misinformed,” he pointed out. “That’s why a trusted data source, rigorous governance and integrated identity resolution are so critical. Otherwise, you may obtain outputs that appear correct, but are fundamentally wrong.”
Media fragmentation
Pharma marketers are also challenged with reaching HCP and consumer audiences in a highly fragmented media market. Open ecosystems are critical in navigating this environment.
“It allows us to integrate across multiple media platforms, channels and data partners,” Lin explains. “Instead of being locked into one walled garden or platform, an open ecosystem gives us the flexibility to tailor campaigns with precision across the full spectrum of healthcare audiences and healthcare marketing.”
IQVIA Digital’s Media OS, an operating system specifically for healthcare marketing, allows pharma marketers to plan, model, optimize and measure campaigns using healthcare data in AI.
“Great planning only works if you can activate across the right channels,” said Lin. You need “an open ecosystem with an activation network that allows clients to broaden their reach, optimize performance and fully utilize AI-driven personalization across channels.”
Privacy governance, already a difficult subject in the healthcare arena, becomes even more complicated when AI is introduced.
“A true, effective data collaboration model in healthcare depends on radical transparency and strong governance,” asserted Lin. “It’s about protecting consumer privacy, ensuring compliance with regulations and building trust every step of the way.”
Too often, though, AI and machine learning are being positioned as this black box and there’s little visibility on what data was used and how privacy was protected. “That lack of oversight creates real risk to marketers,” he warned.
Moving forward, AI must be embraced as a tool to “enable more human connections in healthcare with the right foundation of data access, governance and personalization,” concluded Lin. The aim is “more informed choices and, ultimately, better care for patients.”
*Source: https://www.mmm-online.com/partnercontent/the-future-of-healthcare-advertising-is-wide-open/*
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