Kurt Robinson, SVP of Business Development for Swoop sat down with Jeanette Geer, Sr. Director of Healthcare Strategy at Spectrum Reach to discuss how to maximize marketing ROI while staying transparent and ethical, in a webinar for the American Marketing Association (AMA). The health systems-focused conversation covered how to leverage healthcare data effectively to optimize marketing results, how to utilize real world data to develop higher quality audiences, as well as strategies for the ethical use of data in marketing, prioritizing patient privacy. The optimal use of health data enables advertisers to connect with patients with precision and scale, which is why pharma embraces these segments – and why they represent a great opportunity for health systems. Ultimately, clinically precise targeting can drive tremendous value.
