"Health care and life sciences have long lagged in digital advertising, still focused on mass-audience approaches. But as the blockbuster drug era fades and precision medicine rises, broad strategies often fail to make precision therapies commercially viable - leaving life-changing treatments underused. Tomorrow's most promising treatments - biologics and those informed by genetic or biomarker insights - are designed for specific patient populations. The pharma industry must embrace precision engagement strategies to match."
"That shift is already underway, led by privacy-preserving technology and AI-powered marketing that redefines what's possible for precise engagement. This shift is about much more than ROI; it's about making scientific breakthroughs commercially viable and accessible, ensuring that life-changing treatments reach the patients who need them most. When powered by AI and guided by responsibility, precision marketing can work seamlessly and compliantly to advance precision medicine."
"Distilling robust data for richer engagement Caution around the sensitivity of health information and rigorous medical, legal and regulatory review processes historically kept pharma focused on broad, nonpersonal promotion strategies like linear TV and endemic media. But today, through tokenization and HIPAA-compliant frameworks, health care marketers can responsibly join disparate data sources using common, privacy-safe currencies, unlocking actionable insights at speed while safeguarding patient privacy."
Health care and life sciences have trailed in digital advertising, relying on mass-audience approaches that often fail to sustain precision therapies. Biologics and treatments guided by genetic or biomarker insights target specific patient populations and require precise engagement to be commercially viable and widely used. Privacy-preserving technology, tokenization and HIPAA-compliant frameworks enable responsible linking of disparate data sources into common, privacy-safe currencies. Layering first-, second- and third-party data and harnessing dynamic signals enables anticipation of patient-journey inflection points, creating more precise audience segments when treatment decisions, coverage barriers or therapy switches are likely. AI-powered, responsible precision marketing can advance precision medicine while safeguarding patient privacy.
Read at AdExchanger
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