Pharma Ads Meet Tech. Overview of the Healthcare Marketing and Advertisement Software Ecosystem

New FDA Rules, a patient-centric approach, AI-powered data-driven decision solutions, and omnichannel marketing transform how healthcare brands connect with patients. At the heart of this transformation is the rise of healthcare marketing software, which enables more precise, personalized, and privacy-compliant communications

The Shift Toward Personalization and Data Precision

Pharma marketing is evolving into a data-driven, personalized discipline. With HIPAA-compliant targeting, marketers can use anonymized data responsibly to deliver relevant messaging while protecting patient privacy. At the same time, downstream outcome measurement (as highlighted by Intelligent Relations) allows pharma advertisers to track campaign impact on both behavior and health outcomes.

Incorporating real-world data (RWD) from electronic health records and insurance claims further refines targeting, giving marketers deeper insights into patient journeys. These developments show that pharma marketers are becoming increasingly sophisticated - focused on creating meaningful, compliant connections across multiple touchpoints.

To keep up, brands are turning to advanced healthcare advertising platforms that integrate AI, audience data, and cross-channel orchestration.

Linear TV’s Ongoing Role in Pharma Campaigns

While Connected TV adoption continues to climb—87% of U.S. TV households now have at least one CTV device - linear TV remains a dominant force in pharma advertising.

According to PharmaVoice, linear TV still accounts for 43% of pharma ad spend. In 2022, pharma companies invested $5.5 billion in linear TV product advertising, with $165 million tied to major cultural events like the Beijing Winter Olympics, as reported by the Standard Media Index.

Linear TV offers unmatched scale and reach, making it particularly valuable for targeting older demographics who remain loyal TV viewers. While younger audiences migrate to digital, the pharma sector still depends heavily on linear to reach broad and regulated audiences. The next step? Applying the precision of programmatic healthcare advertising to traditional TV buys.

Applying Data Precision to Linear TV

Gone are the days of planning linear TV campaigns based on last year’s surveys. Today’s advertisers rely on real-time insights and data-informed strategies to improve ROI.

In CTV, targeting is hyper-focused, like spearfishing, while data-driven linear TV is akin to casting a smart net in the most promising waters. This approach uses digital targeting data to strategically place ads where they are most likely to reach relevant, large-scale audiences. The result: broader reach with minimized waste and measurable impact.

DSPs and Their Role in Pharma Advertising

A demand-side platform (DSP) is a type of healthcare marketing software that allows advertisers to purchase digital ad space across networks and platforms in a programmatic, automated way. Here's how DSPs support pharma marketing software strategies:

HIPAA-Compliant Targeting

DSPs use anonymized data to target patient demographics while fully adhering to HIPAA and other regulatory standards.

Health-Based Segmentation

Through partnerships with providers like Crossix and DeepIntent, DSPs can segment audiences by specific conditions or behaviors. This is especially important for reaching niche patient groups via CTV.

Frequency Management

DSPs help marketers avoid ad fatigue by managing exposure levels across channels and platforms.

Sequential Messaging

Pharma brands can use DSPs to deliver ads in a structured sequence, e.g., starting with condition awareness and progressing to treatment options—building familiarity and trust.

Downstream Outcome Measurement

DSPs enable tracking of pharma-specific KPIs such as prescription fills and doctor visits, providing critical feedback on real-world campaign effectiveness.

Choosing the Right Pharma Audience Data Provider

Data Management Platforms (DMPs) collect and analyze anonymized health data, helping pharma marketers build targetable segments based on condition, behavior, and treatment stages. These insights inform campaign planning and execution within HIPAA-compliant frameworks.

Integrated with DSPs and healthcare digital advertising platforms, DMPs ensure seamless cross-channel activation and audience targeting.

Leading Healthcare Advertising Platforms and DMPs

DeepIntent

A healthcare advertising platform for HCP and DTC campaigns. Capabilities:

• Clinically precise audience segments
• Integration with CTV data
• Access to over 75% of addressable CTV households
• Daily reporting on HCP performance

Veeva Crossix

Specializes in TV advertising for health brands with an emphasis on digital targeting.

Capabilities:

• Data-driven linear TV activation
• Budget-efficient campaigns
• Regulation-compliant audience segments

Effectv (Comcast Advertising)

Offers a suite of multiscreen advertising tools for the healthcare sector. Capabilities:

• Combines Comcast's first-party and third-party data
• Supports delivery across linear, streaming, and VOD
• Provides detailed campaign performance reporting

Choozle

Focused on digital solutions for healthcare marketers.

Capabilities:

• Custom audience creation using health-related data
• HIPAA-compliant data management
• Enhanced targeting for patient and consumer groups

Pharma-Specific Measurement Providers

Pharma-focused measurement providers go beyond basic metrics like impressions and clicks. They help track:

• Prescription lift
• HCP awareness
• Patient engagement
• Treatment adherence
• Follow-up visits

By combining these insights with real-world data (RWD), these providers give pharma marketers a clear, compliant view of how campaigns influence outcomes.

Notable Examples

• IQVIA – Offers insights on market access and promotional effectiveness
• Nielsen – Measures TV ad impact and engagement
• Veeva Systems – Tracks CRM data and HCP interactions
• Kantar – Analyzes brand performance and advertising effectiveness

Supply-Side Platforms (SSPs) for Pharma Marketers

SSPs play a vital role in programmatic healthcare advertising, especially in reaching healthcare professionals through trusted digital channels like medical journals, association sites, and educational platforms.

Key Benefits:

• Robust ad inventory management
• Audience analytics and engagement tracking
• AI-powered optimization to minimize waste

CTV Networks: Where to Advertise in Healthcare

CTV platforms like Hulu, Roku, Peacock, Paramount+, and others offer:

• Programmatic inventory
• HIPAA-compliant targeting
• Demographic and behavioral segmentation
• Cross-platform integration with linear TV
• Advanced analytics for performance tracking

Pharma marketers should prioritize platforms that support audience-aligned reach, flexible formats, and measurable outcomes.

Simulmedia: A Data-Driven Approach to Pharma Marketing

Simulmedia empowers pharma brands to bring digital-level precision to linear TV. Its healthcare marketing software begins by integrating TV viewing data with digital audience segments, bridging the gap between platforms.

Using AI-powered audience forecasting, Simulmedia predicts where key patient populations will be watching and delivers relevant messages accordingly. Though linear TV lacks real-time analytics, Simulmedia uses ACR data for early performance signals and post-log processing for rapid in-campaign adjustments.

By aligning CTV and linear TV in one seamless workflow, Simulmedia enables healthcare advertising platforms to execute privacy-compliant, highly effective campaigns at scale.