State-level privacy regulation is reshaping pharmaceutical marketing and forcing brands to rethink how they use data. In this executive interview, Brie Thomas, senior vice president of sales at Swoop, explains how new laws around consumer health data are pushing marketers toward more transparent, compliant targeting approaches.
Thomas shares how Swoop’s Zero-Knowledge Methodology creates effective audiences using de-identified data, allowing brands to remain complaint across all 50 states. The discussion also explores the continued growth of TV advertising in pharma and how data-driven TV helps brands reduce media waste while maintaining the reach and impact of premium video.
The conversation highlights how first-party, opt-in data and patient communities are shaping the future of pharma marketing. By investing in innovation, predictive segments and coordinated DTC and HCP strategies, Thomas explains why forward-thinking brands are better positioned to break through the noise and drive meaningful outcomes.