Andrew “AJ” Schultz, Chief Product & Strategy Officer at PatientPoint, discusses the transformative moment the pharmaceutical industry is facing with the impending demise of third-party cookies. As the industry has historically struggled to adapt quickly to emerging trends, the elimination of third-party cookies presents a critical opportunity for pharma to recalibrate its digital strategies. By leveraging first-party data and contextually relevant channels like the point of care (POC), pharma can deliver personalized messages to the right audience at the right time while respecting patient privacy.
PatientPoint’s recent survey reveals that patients trust health-related information received from their doctors and ads presented in healthcare provider (HCP) offices earn a higher level of trust compared to online platforms. With the influence these moments have on a patient’s journey, shifting focus to the point of care in a cookieless future may be advantageous. However, traditional marketing tactics will need to be reevaluated to effectively engage patients with relevant information at crucial moments of their journey.
The absence of third-party cookies may limit personalization on digital platforms, but leveraging segmentation at the point of care can help life sciences brands target the right audience with tailored content. Using hyper-targeting and micro-segmentation, marketers can create multiple campaigns reaching specific audiences with relevant messaging, ultimately driving improved outcomes and maximizing engagement with patients. However, managing modular content can be challenging, requiring close collaboration with partners and over-communication to ensure successful implementation.
As the industry shifts away from third-party data, the role of first-party data in pharmaceutical marketing is expected to increase. Marketers will need to prioritize accuracy and reliability in collecting this data through direct interactions with consumers on their apps and websites. Partnerships with platforms offering zero-party or first-party datasets will be crucial for enhancing personalization efforts, driving campaign performance, and improving customer experiences. Marketers must prioritize patient privacy and data security while ensuring compliance with regulatory requirements.
Embracing the evolving landscape and prioritizing context in patient interactions will be key for pharmaceutical marketers to navigate the challenges of a cookieless era. By communicating early and seeking partnerships that can extend the opportunity to connect with patients, marketers can move beyond the obstacles presented by changing regulations and maximize the chance to engage with patients in more meaningful ways. Success will require adaptation on multiple fronts, but marketers are in a prime position to embrace the change and capitalize on the opportunity for deeper connections with patients.
In conclusion, the pharmaceutical industry faces a pivotal moment with the impending demise of third-party cookies, presenting an opportunity for pharma to recalibrate its digital strategies and embrace personalization while respecting patient privacy. By leveraging first-party data, segmentation at the point of care, and partnerships with platforms offering first-party datasets, marketers can drive improved outcomes, maximize engagement, and connect with patients in more meaningful ways. Embracing change and prioritizing patient privacy and data security will be essential for success in the evolving landscape.
