Empowered Engagement: How Audience-Centric Strategies Drive Healthcare Marketing Success

By: Emilie Branch, Content Manager, Swoop

In healthcare marketing, the most successful campaigns begin with a deep understanding of the target — who they are, where they are and how they can best be engaged — and then execute against that audience. Utilizing custom audiences built through AI and real world data helps answer all those questions and, critically, creates a unique data asset exclusive to the advertiser. Tim Callahan, VP of Sales at Swoop and Glenniss Richards, Sr. Director, Digital Media Activation at Bayer Pharmaceuticals spoke with MM+M about how brands can think differently about their targeting strategies to optimize engagement, improve patient outcomes, and drive Rx lift.

About the Author

Emilie Branch 

Content Manager

Emilie has nearly a decade of experience in marketing, writing, research and strategy for the pharmaceutical industry. She has contributed to top pharmaceutical publications including American Pharmaceutical Review, European Pharmaceutical Review, Pharmaceutical Manufacturing, Manufacturing Chemist, Pharmaceutical Outsourcing, Specialty Chemicals, and Contract Pharma. Prior to joining Swoop/IPM.ai, Emilie served as Strategic Content Manager and Managing Editor for Pharma’s Almanac where she lent her voice to some of the industry’s top players including GSK, MilliporeSigma and ThermoFisher Scientific.