DTC Advertising in the New Era of Television

13 Pages

This white paper analyzes how pharma marketers must adapt to streaming-driven TV consumption shifts. With 25% of TV viewing now online, pharma brands face new challenges in reaching specialized patient populations. Non-linear TV enables targeted, measurable campaigns but requires balancing personalization with privacy, testing new formats, and aligning with the right partners. Advanced TV allows integration of first-party and health data, audience segmentation, and outcomes-based attribution. A robust TV data strategy is now essential for competitive, compliant, and effective DTC advertising.

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DTC Advertising in the New Era of Television

DTC Advertising in the New Era of Television

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