The power of predictive signals: Turning weather and waste data into media magic

A new article in MM+M by Mark Pappas, EVP, Innovation, showcases the transformative power of predictive signals in healthcare marketing. By leveraging unconventional data sources like wastewater analysis, air quality, and weather patterns, marketers can move beyond reactive strategies to proactively anticipate patient and HCP needs. This innovative approach enables the delivery of highly relevant, timely messages, allowing brands to address health concerns before they escalate, optimize campaign performance, and ultimately achieve greater ROI and patient empathy. Read the full article here.