4 ways to leverage identity in pharma campaigns

Pharma marketers have a difficult job in today’s advertising landscape. You have to prepare for the anticipated third-party cookie deprecation while not only trying to reach your target audience with the right message but also maintaining consumer trust and aiming to comply with data privacy regulations. Luckily, by investing in the right methods, you can leverage the power of your data for privacy-conscious audience building, targeting, and measurement. In this blog post, we’ll explore four of these methods and show you how they can be utilized effectively.

1. Unlock the power of your data

You can reach audiences across omnichannel campaigns by utilizing our platform to onboard and activate your data with Unified ID 2.0 (UID2). UID2 gives you a universe of opportunities to reach your target audience and uncover new ones. Additionally, UID2 can be enhanced by Identity Alliance or lookalike audiences. The former can allow you to connect with your consumers across all devices, while the latter can utilize insights about your current customers to help you identify new ones. These opportunities can allow you to acquire new customers as well as optimize your current consumer relationships by providing data-driven solutions to engage with them, ultimately aiming to maximize the value of each individual.

2. Utilize integrations with clean rooms, CRMs, and CDPs

In the world of pharma, clean rooms are becoming an increasingly important tool to help you maintain ownership and control of your data. When you rely on one partner to own, activate, and measure the data, portability and transparency can be lost. But by partnering with our platform, you can utilize the protection benefits of clean rooms for two-way data portability combined with real-time data and machine learning. Additionally, your first- and third-party data signals can be utilized for optimization and trigger messaging (known as next-best action), allowing you to be smarter about how, when, and with what message you reach patients and health care professionals. Our platform has integrations with clean rooms and customer data platforms (CDPs) — like Snowflake, Adobe, and Tealium — which allow for interoperability, easy conversion, and execution with UID2, a leading cookieless identifier. Your first-party pharma data has never been this accessible to help you reach your goals.

3. Leverage pharma-specific targeting

We’re working with industry-specific data providers to continually improve performance for you. We aim to ensure that our clients reach optimal audience quality by using pharma data providers like Swoop, IQVIA, and Veeva Crossix. Contextual and behavioral targeting partners, like Dstillery and ShareThis, help reach users at the right moment — when they’re researching or considering health-related decisions. We utilize real-world data and custom audiences to build a bridge between direct-to-consumer (DTC) and health care provider (HCP) campaigns. Our end goal is not only privacy-conscious and more effective media buying, but also a better consumer experience. With our platform, you get state-of-the-art programmatic media buying tools combined with an unparalleled commitment to keeping you at the center of all that we do.

4. Activate our retail marketplace

Our retail marketplace is rapidly growing into a powerful tool for tactfully reaching your audience at the point of pharmacy. Retail data works strongly in the pharma category for conditions that have leading indicators. Advertisers can use retail data to reach your audience using segments based on verified purchase data, and measure outcomes by connecting digital touchpoints to online and in-store sales, all within our self-serve platform. The retail marketplace at The Trade Desk is a durable, privacy-conscious solution with the ability to tie back to new prescriptions.

We understand the challenge of utilizing identity data while keeping privacy in mind. We provide our users with UID2, a privacy-conscious way to onboard and activate data. Integrations with clean rooms, customer relationship managers (CRMs), and CDPs ensure that customer privacy is considered. In addition, we partner with leading pharma and retail data partners to ensure you have the audience and measurement you need to prove audience quality and script lift. With these tools, you can work toward achieving your desired outcomes.

Learn more by reaching out to your account manager at The Trade Desk today.