Observed Signal · Sep 11, 2026 · Market Signal · Source: ViralGains · Impact: 5/5
What Should Healthcare Advertisers Ask Patients? It Depends on the Disease State.
Healthcare advertisers have access to a wide range of targeting data, from demographics and online behavior to claims data. But these signals alone don’t reveal what…
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Mastering Data: Healthcare Marketing Meets Privacy Challenges
At an ADWEEK House Austin panel co-hosted with PulsePoint, healthcare marketing leaders discussed how to manage large volumes of data while prioritizing patient privacy and trust. Jonathan Zile (PulsePoint) moderated a conversation with executives from Genentech, Novo Nordisk, Sumitomo Pharma and CMI Media Group. Panelists argued traditional audience-quality metrics can be limiting, recommended using behavioral or proxy signals when direct measurement is scarce, and stressed that trust is a strategic asset. The group also addressed the challenge of coordinating campaigns across consumer and healthcare-professional (HCP) audiences; Novo Nordisk cited a test where simultaneous HCP and DTC campaigns delivered a 38% lift.
Pharma advertisers adopt specialized ad tech
Pharmaceutical marketers are increasingly shifting ad dollars from traditional TV to digital channels and adopting specialized ad tech built for healthcare’s regulatory and privacy constraints. Industry data cited in the article forecasts healthcare and pharma digital ad spending at $26.2 billion versus $6.9 billion for traditional media, with social surpassing linear TV in 2025. Sources tell Digiday that niche vendors such as DeepIntent, Patient Point and Pulsepoint are winning share from legacy DSPs. DeepIntent, after a majority-stake sale to Vitruvian Partners for $637 million in late 2025, unveiled a healthcare-focused agentic AI product called Helix AI and new tools to buy premium live-streaming TV inventory, touting partnerships with major broadcasters and sports-rights holders. Agency and ad buyers say evolving FDA and state-level regulations are driving privacy‑forward targeting and measurement approaches.
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