TP455 – The End of Easy Marketing (Racing Ahead While the Rules Change)
Description
The era of easy targeting and attribution in healthcare marketing is over. With disappearing cookies, stricter platform restrictions, and growing consumer expectations, health systems are being forced to rethink how they segment audiences, measure ROI, and test emerging channels. In this episode, hosts Chris Boyer and Reed Smith explore:
Segmentation in a Privacy-First World – Why CDPs, not CRMs alone, are becoming the foundation for first-party and cohort-based targeting, and how to balance richer signals with regulatory risk.
Measurement in the Age of Proxies – How marketers can use matchbacks, lift studies, and proxy metrics (like click-to-directions or portal logins) to prove ROI when platforms restrict attribution.
Consumer Readiness for New Media – The growing role of CTV, podcasts, and AI-powered campaign tools — and why testing budgets and structured measurement are essential.
In our expert interview segment, Laurin Engle Bobo and Craig Blake from Amsive share insights from the field, including how they help health systems adapt segmentation strategies, measure ROI with imperfect data, and invest in emerging media without falling for hype.
Why this matters today: Healthcare marketers can no longer rely on “easy” targeting and reporting. Success will depend on how quickly they adapt to privacy-first segmentation, faster but defensible ROI proof, and disciplined experimentation in new media channels.
Mentions from the Show:
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