Adapting to External Change: A New Approach to Developing DTC Audiences
Summary
Direct-to-consumer (DTC) marketing presents both unprecedented opportunities and significant challenges. As organizations seek to leverage vast amounts of data to personalize and enhance consumer engagement, the risk of inadvertently compromising individual privacy has become a pressing concern. This risk is compounded by the complexities of navigating a patchwork of state privacy laws, alongside the technical challenges of merging health data with consumer behavior insights.
In this presentation, we will explore these challenges, focusing on an innovative solution that promises to reshape the future of DTC healthcare marketing. At the core of our discussion is the increasing concern over the potential to identify individuals when health data is combined with consumer data. This concern extends to the process of audience activation, where the use of statistical scoring to categorize individuals and match to online identifiers can be perceived as a form of identification.
Attendees will leave with insights on:
- Innovations in DTC marketing driven by changes in the external environment
- Tips on “Future proofing” – how we’re going above and beyond
- How to “lean in” to changes and keep your strategy on track
Speakers
David Reim
Sr. Director, Audience Data
IQVIA Digital
Luk Arbuckle
Chief Methodologist, Privacy Analytics
Privacy Analytics an IQVIA Company
Sarah Brown
Marketing Director
IQVIA Digital
