Two Key Questions About Data Analytics 2020

Over the next two years, programmatic marketers will need to evolve beyond using targeting methods that depend on cookies. Changes will impact HCP and patient campaigns differently, with key challenges and opportunities in each.

HCP target list buys on endemic websites will flourish as these tactics often depend on NPIs instead of cookies. On the opposite side, HCP non-endemic buys are primarily cookie-based and will need to pivot to alternative approaches, such as using CRM data activation with large publishers who have login data.

Patient marketing will experience growth in keyword contextual and private marketplace tactics, as these approaches don’t depend on cookies. Also, similar to HCP programs, it’s likely CRM data activation will become another replacement. The growth of CRM targeting will signal a rising importance of large publishers, who are able to protect their content behind a login. An unintended consequence of this change may be a decline in independent content, if smaller publishers aren’t able to monetize as effectively as before.

To prepare for these changes, marketers should audit current media plans. This exercise will be helpful in demonstrating that pharma marketers already employ many non-cookie-based strategies, such as NPI targeting, CRM data targeting, and contextual approaches.