Simulmedia Announces Partnership with M3 MI’s MARS Consumer Health Study to Enable Pharma Marketers to Reach Target Patient Audiences Through Consent-Based Data
17 Septiembre 2024 - 12:18PM
Business Wire
Leveraging M3 MI’s (formerly Kantar Media Healthcare Research)
self-reported, survey-based healthcare data, Simulmedia’s enhanced
offering provides pharma marketers with future-proof,
privacy-compliant targeting across streaming TV.
Simulmedia is thrilled to announce a strategic partnership with
M3 MI, a leading provider of consent-based, self-reported
healthcare data. This collaboration enhances Simulmedia’s TV+
Advertising Platform, enabling pharma marketers to precisely target
patient audiences across streaming TV using M3 MI’s robust national
panel data for their pharmaceutical advertising. Unlike traditional
audience data providers that rely on claims data, M3 MI’s approach
is rooted in survey responses from the MARS Consumer Health Study,
offering a privacy-forward solution that aligns with evolving
healthcare legislation. Pharma marketers can now confidently extend
reach to relevant patient populations while ensuring compliance
with future-proof data practices for their CTV advertising.
Pharma marketers struggle with reaching their strategic patient
audiences efficiently and effectively with their pharmaceutical
advertising campaigns, especially as privacy regulations tighten.
Traditional audience data often lacks the accuracy needed for
precise targeting, leading to wasted ad spend and overfrequency.
Additionally, caregivers, who play a critical role in healthcare
decisions, are often overlooked in targeting strategies. With the
growing complexity of streaming TV and the need for compliance with
privacy laws, pharma marketers face significant challenges in
optimizing their campaigns across digital platforms.
Simulmedia’s partnership with M3 MI enhances its TV+ Advertising
Platform by providing precise, privacy-safe targeting across
streaming TV using first-party, consent-based survey data. Scaled
with propensity models from an offline, people-based national
consumer database, this approach ensures comprehensive audience
coverage while safeguarding privacy by removing survey seed data
and avoiding re-identification risks. This solution offers pharma
marketers a secure and highly effective way to reach strategic
patient and caregiver audiences. Simulmedia’s solution not only
addresses the challenge of accurate targeting but also ensures
compliance with stringent privacy regulations, providing a robust
and future-proof option for pharma advertising.
“Pharma marketers face growing challenges in reaching their
target audiences with precision while ensuring compliance with
increasingly stringent privacy regulations,” said Pravin
Chandiramani, SVP Business Development of Simulmedia. “By
partnering with M3 MI, we’ve integrated their first-party,
consent-based data into our TV+ Advertising Platform, enabling
pharma brands to target patient and caregiver audiences across
streaming TV with unparalleled accuracy and security. This
collaboration underscores our commitment to providing innovative,
privacy-safe solutions that address the evolving needs of our
clients.”
To leverage M3 MI's powerful targeting capabilities, clients
start by collaborating with their Simulmedia Client Success Manager
to define the strategic audience of patients and caregivers they
want to reach. Once the audience is defined, Simulmedia provides a
comprehensive proposal detailing how the campaign will be executed
on streaming TV, including the specific targeting parameters. Upon
approval, Simulmedia seamlessly integrates M3 MI data into the TV+
Advertising Platform and activates the buy. As the campaign runs,
clients receive real-time delivery performance metrics, ensuring
full visibility and confidence in their campaign's
effectiveness.
“The healthcare industry has long struggled with the challenge
of reaching specific patient and caregiver audiences in a
privacy-compliant manner, especially in an era of increasing
regulations and data restrictions,” said Dave Emery, Managing
Director at M3 MI. “Our partnership with Simulmedia allows us to
address this critical need by combining our consent-based,
first-party data with Simulmedia's advanced TV+ Advertising
Platform. Together, we can deliver highly precise, privacy-safe
campaigns across streaming TV, ensuring that pharma marketers
effectively reach their strategic audiences while maintaining the
highest standards of compliance.”
To learn more, go to simulmedia.com/pharma
About Simulmedia
Simulmedia is a New York based technology company for
advertisers and agencies founded in 2008. Its Performance TV®
products – powered by its patented, AI-driven TV+® analytic and
activation platform – deliver high performance targeted video ad
campaigns across all streaming and linear TV channels for more than
100 top brands like Disney, Experian, MassMutual and Choice Hotels.
Independent studies show that Simulmedia campaigns regularly
deliver 30-100% higher ROI than conventionally planned and targeted
campaigns. This is why Simulmedia is alone guaranteeing the
performance of its campaigns, whether the desired outcome is reach,
custom targeting or ROI.
About M3 MI
M3 MI is a leading provider of syndicated audience research and
advertising intelligence for the healthcare industry, and 100%
opt-in, privacy safe consumer health audiences for activation. We
help pharma brands and their marketing and media partners better
understand their patient and HCP customers and how to best connect
and communicate with them. M3 MI (formerly Kantar Media Healthcare
Research) is part of M3, Inc., a global research and data company
focused 100% on health and driven by technology.
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Media Jaime Singson Email: pr@simulmedia.com