How Healthcare Marketers Can Navigate Immense Data 

For healthcare marketers, can too much data be a bad thing? And what are the best practices for navigating privacy regulations? During an ADWEEK House Austin panel co-hosted with PulsePoint, industry leaders in healthcare explored the need to balance troves of data with putting the consumer first.

Marketers face challenges in designing campaigns for two audiences: consumers and healthcare professionals (HCP). Eugene Lee, chief operating officer of CMI Media Group, believes it’s possible to combine and optimize them but some factors make it hard. One is speed, since getting a prescription drug is not as fast as buying something off a retail shelf. Another is regulatory, which slows down advertising creative.

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