The world of digital marketing is rapidly evolving and the rise of privacy concerns is leading to a cookieless future. In recent years, consumers have become increasingly aware of the way their data is being collected and used, and as a result, regulators have introduced new privacy laws and browser providers have started to block third-party cookies. This is having a profound impact on the pharmaceutical industry, which has long relied on cookies to target and track consumer behavior.
As cookies become obsolete, pharma marketers will need to find new ways to reach and engage with consumers. One solution is the use of first-party data, which is collected directly from consumers through forms, surveys, or sign-ups on a company’s website. This data can then be used to personalize the customer experience and provide relevant information, such as health and wellness tips, disease state information, and treatment options.
Another solution is the use of deterministic data, which is data that is tied to a specific individual, such as email addresses and phone numbers. Deterministic data can be used to create more accurate profiles of consumers and deliver targeted and personalized messages. For example, pharma marketers can use email marketing to reach consumers with relevant health and wellness information, or use SMS marketing to send appointment reminders or refill notifications.
The use of artificial intelligence (AI) and machine learning (ML) will also play a significant role in the cookieless future. AI can be used to analyze first-party data and determine patterns and behaviors, allowing for even more personalized and relevant messaging. ML can be used to optimize campaigns in real-time and make data-driven decisions based on consumer behavior.
Another important consideration for pharma marketers in a cookieless future is the importance of building trust with consumers. This means being transparent about data collection and usage, and offering consumers the ability to control their own data. Consumers must be able to opt-in or opt-out of data collection and must be provided with clear and concise explanations about how their data will be used.
In conclusion, the cookieless future is forcing pharma marketers to rethink the way they reach and engage with consumers. The use of first-party data, deterministic data, AI, and ML will become increasingly important, as will the need to build trust with consumers through transparency and data control. The pharma industry must embrace these changes and adapt to the evolving digital landscape to remain competitive and effective in their marketing efforts.
How will you be impacted by this change? What are your biggest concerns for a cookieless future?
References: 1. “What Is First-Party Data?”. Hubspot. https://blog.hubspot.com/marketing/first-party-data
2. “What is Deterministic Data?”. Segment. https://segment.com/docs/connections/sources/catalog/libraries/server/http-api/#deterministic
3. “Artificial Intelligence in Pharma Marketing”. Pharmaceutical Executive. https://pharmaceuticalexecutive.com/business-strategy/artificial-intelligence-in-pharma-marketing/
*This article was produced with the assistance of artificial intelligence. Please always check and confirm with your own sources, and always consult with your healthcare professional when seeking medical treatment.