Advertising in health care has not kept pace with advances in science and medicine. Many new therapies are designed for very specific patient populations, based on differing genetic, environmental and lifestyle factors. The emerging approach for disease treatment and prevention that takes into account individual variability is known as precision medicine.
Most audience planning and targeting in healthcare advertising focuses on broad patient audiences, regardless of whether they are eligible for or good candidates for a type of treatment. This is largely due to a lack of audience data among health care marketers, as well as a host of regulatory and technological challenges.
In this webcast, experts discussed some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.