DeepIntent's Amit Chaturvedi on How Publishers Can Simplify CTV for Pharma Marketers

Now layer on the already challenging additional rules and regulations that healthcare and pharmaceutical industry marketers are subject to including HIPAA Health Insurance Portability and Accountability Act and ISI Important Safety Information It39s incredibly dauntingEven a decade later many healthcare and pharma marketers remain hesitant to use programmatic tools or properly invest in datadriven video solutions such as CTV Many still prefer to stick to the perception of greater control around their media buys in linear TV and traditional managed service digital advertisingThe key to overcoming the fear holding back investment especially around CTV may lie in a leveling up of the offerings to the healthcare and pharmaceutical market of the publishers seeking those dollars according to Amit Chaturvedi Chief Operating Officer of healthcare advertising technology leader DeepIntentDeepIntent is an eightyearold organization entirely focused on pharmaceutical and healthcare advertising in the US Their clients view them as a complete 360 platform for campaign planning activation and measurement According to Chaturvedi DeepIntent39s superpower is tying clinically relevant healthcare claims data to media data in a privacysafe wayChaturvedi understands marketers39 concerns but believes they can alleviate their fears with the right education and partnerships He points out that pharma which historically has been a large buyer on linear television is used to seeing lower CPM rates in the 1020 range versus the 4050 range for like content on CTV Of course that is not an applestoapples comparison especially with the data targeting capabilities available through companies like DeepIntentquotThe entire translation to educate and convince pharma marketers to move dollars to CTV must be one that39s based on a quantitative ROIquot said Chaturvedi quotYou literally must explain in detail 39You used to do this you got X in return If you do Y aka CTV it will give you Z in returnquotChaturvedi sees three areas of focus where CTV and datadriven media publishers can focus can show increased value and relevance to healthcare marketersEducation Increase investment awareness and expertise around the type of data that is relevant to and targeting the audiences that pharma is trying to reach with an emphasis on resultsbased data script lift Start by deepdiving into your current analytics and existing audiences against the rich privacycompliant data that DeepIntent can provideRelevant Content Develop or curate where appropriate healthspecific content or types of content that will put the audience in a much more open frame of mind to receive the pharma messageBranded Content Consider the use of branded content creation with amplificationAccording to Chaturvedi quotMost publishers today don39t keenly know the difference between OTC HCP DTC or patient marketing They have really good stories on their distribution footprint with their awardwinning content global scale and distribution They have basic metrics like reach and frequency But as soon as the marketer asks the important questions of how you39re going to drive script lift and audience quality on this rare disease state the publishers don39t have much to say That39s an element that has largely been missingquotChaturvedi envisions a potential upside for pharma regarding available CTV inventory especially considering the strikes in Hollywood As highquality scripted programs will inevitably take even more of a backseat to reality and alternative nonscripted programming some marketers may seek other ways to connect with their audience Pharma has broader buying guidelines allowing for a more liberal approach to content He points to Covid as a template when much programming was paused and many advertisers pulled out of the video advertising market but pharma doubled downLooking at the potential of pharma and CTV Chaturvedi sees a highscale richly targeted interactive medium that goes from currently being a source of incremental reach to one that closes the loop attributing specific ROI with precisionquotShortly we will have this notion of integrated campaigns on CTV where a pharma marketer is going to hit a healthcare provider and a patient concurrently to drive greater script lift We see more sophisticated marketers doing that now We39ll also see more unified tools for planning activation and optimization measurement on the buy sidequotChaturvedi is excited about the potential upside for publishers who can provide true value for the pharma categoryquotToday there is a 1215 billion marketplace for CTV Pharma accounts for less than 1 billion of that CTV publishers increasing their focus on the pharma category with deep ROIbased intelligence with platforms such as DeepIntent and a focus on developing relevant mindsets for audience growth of pharma ad message receptivity may be just what the doctor ordered to greatly increase that revenue streamquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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DeepIntent's Amit Chaturvedi on How Publishers Can Simplify CTV for Pharma Marketers

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Jeff Minsky

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