Measurement Everywhere: Promises, Proof and the Path Forward
A special MM+M podcast recorded live from Cannes Lions in collaboration with IQVIA Digital
Healthcare marketing measurement is moving from a retrospective scorecard to a real-time engine for smarter decisions, stronger optimization, and clearer business value. In this special MM+M podcast recorded live from Cannes Lions, leaders from IQVIA Digital and Butler/Till explore what it takes to measure what matters—across channels, audiences, and moments that influence care decisions.
Why listen:
*Learn how measurement is becoming more foundational. The discussion explores how performance insights can inform strategy earlier, guide in-market optimization, and help teams make decisions with more confidence.
*Understand the importance of trusted data inputs. AI can accelerate insight generation, but the conversation makes clear that clean, reliable data and human validation remain essential.
*See why omnichannel measurement matters. The speakers highlight the need to connect patient and HCP engagement to understand what is working across the full healthcare journey.
*Challenge outdated assumptions. Hear why healthcare marketers should revisit what they believe is measurable, especially across fragmented media environments and hard-to-reach audiences.
What you’ll take away
This conversation is for healthcare marketers, brand teams, agencies, publishers, and media partners looking to better connect measurement to action. You’ll hear practical perspectives on how to shorten planning cycles, improve optimization, and create a more complete view of campaign impact across HCP and consumer audiences.
Speakers:
·Justin Rosen, Head of Measurement Product, IQVIA Digital
·Scott Ensign, Chief Strategy Officer, Butler/Till
·Steve Madden, Editor at Large, MM+M
Listen now:
Tune in to hear how healthcare marketers can build a stronger measurement foundation, unlock more actionable insights, and move toward smarter omnichannel decision-making.
