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"Cookieless Marketing of Pharmaceuticals Requires Real-World Data"

As third-party cookies fade away, pharmaceutical advertisers will need to rely on new tactics to target audiences. Real-world data will be essential.

The marketing of pharmaceuticals is entering a period of uncertainty as third-party cookies fade away. Drug companies must shift to cookieless marketing, which will require some big adjustments.

Making the shift to a privacy-centric, cookieless approach will require infusing real-world data into the three phases of advertising campaigns: pre-campaign planning, audience activation and mid-campaign optimization. And that will require close collaboration between pharmaceutical firms and their ad agencies and ad tech providers and reliance on new sources of real-world data.

“The key to developing the relationships with agencies and ad tech firms is grounding all of your conversations in data. That establishes trust. If you are able to point to where that insight came from, that establishes a really strong foundation,” says Hannah Lucas of PurpleLab, a health tech company.

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