How Retailers Became the New Media Companies and Why Targeting Is The Prescription for Better Outcomes
Pharma advertising has always operated under constraints that other categories don't face — regulatory guardrails, privacy complexity, the impossible balance between reaching patients in genuine need and the sensitivity of the data that makes that targeting possible. For years, those constraints became excuses. That era is ending. BranchLab's AI-native platform is already delivering an average 70% lift in marketing efficacy across therapeutic areas. With health retail networks like CVS Media Exchange delivering purchase and health signals no other network can replicate, and AI reshaping the data and activation layers simultaneously, the infrastructure for precision pharma advertising finally exists. This session asks what comes next — for brands, agencies, and patients.
The prescription has changed. This session is the proof.
