Pharmaceutical marketers have access to more data, technology and signals than ever before. But according to Kathryn Dominski, SVP of Sales at Swoop, the industry's biggest challenge is connecting those resources in a way that reflects the realities of the patient journey. In this conversation with Rebecca Willumson, Dominski explains why understanding patient perspectives alongside healthcare provider insights is essential for making smarter marketing decisions.
The interview explores one of the industry's most persistent challenges: measurement. As campaigns become more sophisticated and predictive audience strategies continue to evolve, proving impact is increasingly complex. Dominski emphasizes the importance of transparency, alignment and clear measurement methodologies from the outset to ensure marketers can trust the results and apply those learnings to future campaigns.
The discussion also examines what modern partnership should look like in today's commercial landscape. By bringing together patient communities, web insights, adherence data, targeting capabilities and AI, organizations can better understand the full patient journey and make more informed decisions across channels. In this interview, Dominski offers her perspective on connecting data, patient voice and technology to drive better outcomes.