Your DSP Says 4 Million Impressions. Your Ad Server Disagrees. Now What?
Your DSP reports 4 million impressions, but your ad server shows something very different. Which number should your team trust? Pharma impression... Read More
Your Healthcare PMP Has a Deal ID. So Why Isn’t It Spending?
Launching a Deal ID with a premium healthcare publisher can feel like the hard part is over. Yet the campaign goes live,... Read More
AI Built Your HCP Audience in Seconds. Do You Know What It Did Behind the Scenes?
AI-powered HCP targeting is making healthcare media planning faster than ever. A planner can describe an ideal healthcare professional audience in plain... Read More
Two Audiences, Two Media Plans, One Brand: The HCP–DTC Measurement Problem
Pharma brands often run separate campaigns for healthcare professionals and consumers. Each plan may perform well on its own, yet leadership still... Read More
Social Platforms Were Built for Consumer Brands, Not Pharma. That’s Starting to Change
Advertising pharma brands on social media has always required marketers to work within systems built for a very different kind of advertiser.... Read More
Publishers Are Moving Closer to the Ad-Tech Stack. Here’s What Media Buyers Should Watch
Publisher ad tech is playing a larger role in how premium digital media is packaged, activated, optimized, and measured. For pharma media... Read More
A View Is Not a View: Are Your Pharma Video Metrics Actually Comparable?
Pharma marketers have more ways than ever to reach healthcare professionals and patients with video. However, comparing those channels can create a... Read More
Stop Saying “Test and Optimize.” Build the Experiment Before You Buy the Media
“Test and optimize” sounds reassuring in a pharma media plan. However, without a defined experiment, it can become shorthand for changing tactics... Read More
Same HCP List, 32% More Reach? The Buying Path May Matter More Than You Think
Media planners often assume that activating the same healthcare professional target list should produce roughly the same reach among their target HCPs... Read More
Your Programmatic Dollar Has a Lot of Stops Before It Reaches the Publisher. Where Does the Money Go?
A low CPM can look like a win on a media plan. However, the true cost of programmatic media tells a more... Read More