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Healthcare marketers are facing a major shift. As third-party cookies disappear and privacy regulations continue to evolve, traditional methods of understanding physician behavior are becoming less reliable. Consequently, marketers need better ways to engage healthcare professionals (HCPs) while respecting privacy and maintaining trust. This is where zero-party data shared by...

Telehealth has transformed healthcare delivery, making it easier than ever for patients to connect with providers from virtually anywhere. However, marketing telehealth services is far more complex than simply reaching the largest possible audience. State licensing requirements, prescribing regulations, reimbursement policies, and provider eligibility all influence where care...

Pharmaceutical marketers are always looking for ways to reach healthcare professionals (HCPs) and patients at the right moment. One strategy that frequently comes up is paid search conquesting in pharma, where advertisers bid on competitor drug names so their ads appear in search results. While this tactic is common across many industries, pharmaceutical advertising follows.....

Most healthcare marketers spend countless hours deciding which healthcare professionals they should target. However, an equally important question often goes unanswered: Who shouldn’t we target? The answer can dramatically improve campaign performance. Programmatic audience suppression has become one of the smartest optimization strategies in healthcare advertising. Rather th...

Healthcare marketing has become increasingly digital, yet one traditional channel continues to prove its value. Direct mail marketing has become an important part of today’s healthcare marketing strategy rather than a standalone tactic. Instead, it has evolved into an intelligent, data-driven communication channel that works alongside email, social media, digital advertising,...