3 ways to turn pharmaceutical data into actionable insights

Pharmaceutical marketers today have access to more data, but turning that data into meaningful campaign decisions remains a challenge. As audiences move across an increasingly fragmented media landscape, pharma marketers are looking for ways to deliver the right message to their target audiences while fostering consumer trust. Doing so can depend on having the right insights to understand what’s working and where to adjust. 

With the right data and measurement strategy, you can build relevant audiences and connect media exposure to meaningful outcomes. Here are three ways to put that strategy into practice. 

1. Integrate with clean rooms, CRMs, and CDPs

In the world of pharma, clean rooms are becoming an important tool for maintaining secure ownership and control of data. But relying on a single partner for data ownership, activation, and measurement can compromise portability and transparency. The Trade Desk’s integrations with the top global clean rooms and customer data platforms (CDPs) allow for interoperability, easy conversion, and execution with Unified ID 2.0 (UID2) wherever you store, segment, and analyze your audiences. 

2. Use pharma-specific data to inform targeting and measurement

Many data providers are integrated with UID2, an identifier that does not rely on third-party cookies, so you can explore identity-based options for third-party data alongside your first-party data. Our contextual targeting tools, along with first- and third-party data from leading healthcare providers, can help support different parts of your audience strategy. Our platform can help you compare these data sources, understand where audiences overlap, and identify opportunities to expand reach, helping you determine which targeting approaches align with your campaign goals.

Rather than relying on a single campaign-level result, you can gain deeper insights into audience quality and outcomes and can use those learnings to make more informed decisions while your campaign is still running. 

3. Activate our retail marketplace

Our retail marketplace is rapidly growing into a powerful tool for reaching your audience at the point of pharmacy. You can use retail data to reach audiences using segments based on verified purchase data and combine those audiences with healthcare measurement solutions to better understand campaign performance. This creates a privacy-conscious approach to activation while helping you better understand performance through independent measurement. 

Effective pharma marketing requires more than just access to data. It requires the ability to choose the data and measurement partners you trust, maintain control of your data as you activate campaigns, understand what is driving performance, and turn those insights into more informed media decisions. 

With integrations that help connect and activate your data, along with measurement from leading pharma and retail partners, The Trade Desk can help you build relevant audiences, understand performance, and achieve desired outcomes. 

Looking to get more value from your audience and measurement strategy? Learn more by reaching out to your account manager at The Trade Desk today.

This information is provided solely for background and is not a representation or guarantee of any future performance.