When it comes to pharma marketing in 2024, there is perhaps no bigger discussion than privacy. From new state laws and regulations to growing consumer concerns, it is a topic that has remained on the very tip of the industry’s tongue.
With that, naturally, has come some hesitancy, and – in the eyes of Billy Murray, Senior Manager of Product Marketing at Jun Group – misconceptions too.
“One myth, or really misconception, that I come across a lot is this idea that more emphasis on privacy and a higher standard for privacy means lesser ability to reach the intended audience. In my experience, it’s actually quite the opposite,” he explains.
In this interview at Digital Pharma East, Murray speaks about how privacy-first marketing doesn’t have to mean subdued campaigns, sharing his own experience of how Jun Group has sustained strong performance across both upper and lower funnel metrics.
“By prioritizing privacy, you’re building such a trusted relationship with the consumer where they feel safe with the pharma brand, and it really results in stronger engagement and lasting results,” he continues.
Will these misconceptions change moving forward? Murray considers that current methods of using data may no longer be allowed or possible in the future. Further, he also highlights the growing role of emerging media channels like in-app audio, mobile in-app, influencer marketing, and consent-based zero-party data in healthcare marketing.
Interested in finding out more? Listen to the full interview, recorded live at Digital Pharma East.