Beyond the Blind Spots: Reaching Untapped Patient Audiences with Predictive Intelligence
Tue, Sep 15
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12:15 PM - 12:40 PM
Terrace Ballroom I
Session details:
Healthcare and pharma marketers have historically relied on claims data tied to digital IDs to reach patients. Those signals, however, can take months, or even years, to become actionable, creating critical blind spots for marketers. For complex, hard-to-diagnose conditions, that lag can mean missing a window when patients are actively searching for answers and looking for help.
What if marketers didn’t need to rely on ID-based audiences alone to find and reach patients?
Join Cadent Health’s SVP, Emily Keith, and UCB’s Media and Digital DTC Marketing Lead, Katie Fulp, as they unpack a real-world UCB case study involving a complex condition that can take years to diagnose—and explore how Predictive Intelligence helped identify and engage untapped patient audiences earlier in their healthcare journey to drive significant results.
Attendees will learn:
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Where traditional ID-based approaches can leave large portions of the patient audience out of reach, including 42% of impressions lacking a usable digital ID
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Why strong audience quality on paper doesn’t always equate to strong campaign outcomes
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How combining known, claims data signals with Predictive Intelligence can help marketers recognize relevant, untapped audiences and engage patients sooner to unlock measurable real-world outcomes
