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For healthcare and pharmaceutical advertisers, this shift adds yet another layer of targeting and measurement complexity to an industry that is already wrought with privacy-related regulations. Additionally, third-party brandlift studies can be a helpful way to measure success of campaigns without cookies.
This is especially meaningful when it comes to performance marketing, and more and more healthcare brands and agencies are shifting away from these types of tactics and relying, instead, on mixed-funnel media strategies. The post 2024 Trends for Healthcare and Pharmaceutical Marketers appeared first on Basis Technologies.
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