In today’s fast-paced digital landscape, the pharmaceutical industry is at a crossroads between leveraging technology and maintaining the human touch in healthcare marketing. Chris Tuleya, our EVP and head of Data & Technology, offers his perspective on finding the sweet spot between engaging field reps and optimizing media channels to drive script writing and ultimately, sales. The Dynamic Interplay Between Field Reps and Media On a recent roundtable with the Digital Health Coalition, Chris highlights the pivotal role of field representatives in making impactful connections. “Field sample ..read more

In today’s digital landscape, data privacy and analytics have become increasingly intertwined, presenting both challenges and opportunities for marketers. With the recent consolidation of Google’s tools and the emergence of new data integration methods, brands are faced with the task of reevaluating their data ecosystems to adapt to these changes. The Shift in Data Access Google’s decision to restrict data access and control to brands utilizing BigQuery (Google’s fully managed, serverless data warehouse that enables analyzing huge amounts of data) marks a significant shift in the realm of web ..read more

Watch this roundtable featuring Chris Tuleya & the Digital Health Coalition to discover how field force remains essential in blending human touch with digital innovation for impactful healthcare marketing strategies. The post DHCG Roundtable: Next-best Place & Next-best Message appeared first on Underscore Marketing ..read more

Watch this roundtable featuring Chris Tuleya & the Digital Health Coalition to discover how field force remains essential in blending human touch with digital innovation for impactful healthcare marketing strategies. The post DHCG Roundtable: Next-best Place & Next-best Message appeared first on Underscore Marketing ..read more

Leverage data to enable precise targeting through the right channels Key Takeaways: The key to effective direct-to-consumer marketing campaigns is data that enables precise targeting. It has its challenges, but by increasing your advertising by 10%, you can increase purchases by 5%. Consumers see about nine pharma ads daily, and the number of ads has increased 62% since 2012. While some platforms don’t allow it, social media can be a great channel for cost-effective advertising. Marketing pharmaceutical companies to consumers means employing strategies and crafting messages that resonate wit ..read more

Though many doors are closed to reps, a targeted, omnichannel media strategy can break through Key Takeaways: The perception is reality – face-to-face interactions with HCPs are becoming a rarity A gap in engagement and relationship-building exists A personalized, omnichannel data-driven approach can fill the gap Data informs both audience understanding and precise targeting. With rep access at extremely low levels, targeting healthcare providers (HCPs) in life sciences marketing has become truly challenging. In-person one-to-one selling has always been hugely successful, so how do we ..read more

Hey there, I’m Piotr from Ad Ops, and today, I want to take you behind the curtain of media campaign monitoring. Have you ever wondered about the journey a campaign takes after it’s launched? Well, the role of Ad Ops goes far beyond just the setup.. Join me as I provide you with a sneak peek into our realm. Each member of the Ad Ops Team is responsible for monitoring specific campaigns. To do that we use specialized Tableau dashboards crafted by our Data & Technology Team. So, what exactly do we do? We diligently check for any discrepancies or disturbances in the campaigns we oversee. If w ..read more

Greetings, I’m Jakub, an Adops specialist. In this episode, I’ll guide you through the key concepts of ad- serving, a critical component of digital advertising. It’s essential for everyone to grasp how our banners actually appear on websites. Without further delay, let’s delve into the detailed process together. 1. What is Ad-serving? Ad-serving is the mechanism through which ads are delivered to users. It involves a combination of technology and systems that handle the process of ad distribution, targeting, tracking, and reporting. In simple terms, it’s like a bridge connecting advertisers (u ..read more

Data is critical. Without it, marketers are operating in the dark. It’s no secret, in fact, we’ve known this ever since measurable marketing became “a thing”. But do we know our data well enough? Let’s find out (you might be in for a surprise …). We’re all chasing our KPIs, trying to maximize ROI, homing in on the most critical metrics and monitoring them closely, optimizing where needed. This all sounds great in theory, and if done correctly will yield good results – key part being: if done correctly. The digital world gives us almost endless ways for measuring the effectiveness of our market ..read more

Hey! Izabela here, Ad Ops Specialist. As you know, I’m constantly in touch with the support teams at Microsoft and Google Ads. Working with big players like them may seem like a breeze and most of the time it is! But even industry giants do not have everything under control. Here’s the deal: sometimes, complications result in those dreaded prolonged processes. Some of you might be scratching your heads, wondering what on earth I’m talking about. But let me break it down for you. It’s like when you’re trying to set up a new account perfectly, and the certification process takes way longer than ..read more