NEW YORK — Simulmedia has rolled out a new product within its “TV+ Advertising Platform” that is specifically designed to help pharma marketers maximize the efficiency of their linear and streaming TV campaigns.
This product offering, the company says, is designed to maximize cost-efficiency for pharma ad budgets.
And, it is being brought to market thanks to a Simulmedia partnership with healthcare analytics company PurpleLab, home to one of the biggest pharmaceutical and medical claims databases in the U.S.
“This partnership leverages PurpleLab’s extensive data to power Simulmedia’s patented linear and CTV media plan optimization algorithms, enabling pharma marketers to target their patient population in a HIPAA-compliant way,” Simulmedia says.
As the company sees it, Pharma marketers face significant challenges in maximizing the efficiency of their TV campaigns, both traditional and connected TV. These challenges include overfrequency and wasted spend, which diminish campaign effectiveness and strain marketing budgets. Additionally, identifying and reaching strategic patient audiences while maintaining compliance with privacy regulations like HIPAA is complex. “Traditional and connected TV buys often lack the precision to target condition-based audiences,” Simulmedia says. “The need for optimized, data-driven plans that can precisely target patient-based audiences across all TV platforms is more critical than ever.”
Simulmedia CEO Jon Werther comments, “Pharma marketers today face the dual challenge of tighter budgets and the need for more precise targeting. Cross-channel TV buys, with their overly broad audience guarantees and slow execution, often fail to meet these demands, leading to wasted spend and missed opportunities. We decided to tackle this problem by enhancing our TV+ Advertising Platform with advanced capabilities specifically for pharma. By integrating PurpleLab’s Direct to Consumer Audiences offering, we provide pharma marketers with the ability to reach condition-based audiences efficiently across both linear and connected TV. This capability ensures that every dollar spent maximizes reach and impact while maintaining strict compliance with privacy regulations.”
PurpleLab VP of Advertising Ted Sweetser adds, “We are thrilled to partner with Simulmedia to bring this groundbreaking solution to pharma marketers. Combining Simulmedia’s strategic focus on television modalities with PurpleLab’s insights, we allow marketers to move forward at scale efficiently, across both linear and streaming TV. This collaboration empowers pharma marketers to execute highly precise, cost-efficient campaigns, ensuring they reach their strategic patient populations effectively while maintaining compliance with privacy regulations. We’re excited about the positive impact this will have on the industry.”
