Balancing Personalized Marketing and Maintaining Data Privacy

In a recent video interview with Pharmaceutical Executive, Amanda Powers-Han, Chief Marketing Officer, Greater Than One and Pharmaceutical Executive Advisory Board Member discussed the importance of patient engagement in pharma marketing. She emphasized the need for personalized marketing strategies that build trust and ensure data privacy. The use of AI and advanced analytics tools was highlighted as crucial for extracting meaningful insights from healthcare data. Powers-Han also addressed the evolving regulatory landscape and the importance of ethical marketing practices in the digital age. Additionally, conversation was had surrounding the challenges of measuring ROI in the pharmaceutical industry and the potential of personalized audio and video content in future marketing efforts.

Given the increasing emphasis on patient engagement, how can pharmaceutical companies effectively balance personalized marketing efforts with maintaining data privacy and ensuring patient trust?

The first thing that I and we think about is the relationship that we create between the brand and the customer. It has to be relevant, and it has to have meaning. So, when we think about the interactions and ultimately, how we're engaging customers, we think about content versus advertising and bringing forward something that is truly going to help them. So, when we do that, it's connecting the content right, great, either educational information and or, you know, branded information that will help them with the right context, or, in other words, the media environments right the places that the content lives, that creates a patient or an HCP experience that truly matters. And by doing that, you build trust in terms of data and privacy.

I would say that targeting is at the heart of that, and we are very careful. And all marketers in the healthcare space need to be very careful in terms of the targeting techniques that they are deploying. And some of the ones that we use are contextual targeting, which, of course, is where we're connecting to those relevant environments based on the content pre-qualification, which is a great experience, where we're addressing whether or not that patient is, in fact, one of the qualified patients that then should continue in terms of the branded experience. And we also have doubled down on first party data. And then the last thing, as far as privacy. And what we're seeing is we are seeing the industry step forward some voluntarily to make sure that their privacy practices are exactly what they need to be, and in some cases, right the industry and the government is pushing so we're watching very carefully the case between Google and the DOJ.