Summit Series: Ep. 2 Harnessing CTV Advertising to Engage Modern Audiences and Drive ROI
June 26, 2025
Welcome to IQVIA Digital's Podcast Series featuring audio recording of various sessions from the second annual IQVIA Digital Innovation Summit, where we welcomed over 500 healthcare leaders to explore how cutting-edge advancements in data and technology are reshaping healthcare communications. These sessions highlighted how these innovations enabled more personalized engagement, enhanced customer experiences, and ultimately, better patient outcomes.
For more insights or information on attending next year’s Summit, please contact us!
Ep.2 Harnessing CTV Advertising to Engage Modern Audiences and Drive ROI
In this episode, Moira McKenna, Head of Identity and Media Partnerships at IQVIA Digital, leads a compelling panel of industry experts from iSpot, Roku, Ampersand and SSCG Media. Together, they explore the evolving role of Connected TV in healthcare marketing, as well as broader trends shaping the industry’s future.
A key moment in the discussion focuses on potential policy shifts that could disrupt traditional healthcare advertising on linear TV—prompting a rapid pivot of billions in ad spend to digital. Rather than a setback, the panel framed this as a strategic opportunity: combining TV’s broad reach with the precision of data-driven digital to deliver more impactful, personalized experiences through Connected TV.
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