Chris Tuleya, EVP & Managing Director and Jay de la Cruz, SVP of Global Media have recently attended some of the industry’s cornerstone events, with insights a plenty to share. Chris: “I recently attended the IAB Tech Lab Summit, celebrating its 10th year with the theme “The End of the Beginning.” The event featured insightful talks from industry leaders on the future of digital advertising and media, with a focus on privacy-centric solutions, addressability, and the impact of new technologies. Clara Shih (CEO, Salesforce AI) delivered a keynote on the transformative power of generative A ..read more

Have you ever had concerns over whether your programmatic ads are being shown on the most effective websites? Underscore Marketing champions a strategic blend of endemic and non-endemic inventory sources within our programmatic campaigns, recognizing the nuanced benefits that both contribute to maximizing brand awareness, audience engagement, and campaign effectiveness. Situational Analysis Our Programmatic campaigns allow us to purchase digital advertising within milliseconds in an automated, real-time-bidding environment where ads are served to the highest bidder, much like the stock market ..read more

‘Broad’ is becoming an increasingly dirty word in marketing. Long gone are the days of employing a one-size-fits-all approach to an audience and expecting positive outcomes. In an era where personalization distinguishes you from competitors and data reigns supreme, how should pharma marketers tailor their media strategies to effectively impact and engage their audiences? Targeting approaches are swiftly transitioning from broad audience categories to hyper-focused segments, each with their own individual strategy and messaging focus. Validation and measurement are likewise becoming more intric ..read more

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