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Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing
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Omnichannel Starts
with TV

The Evolving Role of TV in Healthcare Marketing

A Beet.TV leadership series presented by Swoop

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Exclusive thought leadership series

Explore the evolving landscape of TV in healthcare marketing, including how precision at scale is now possible. Each episode features real-world experiences, best practices, and tangible outcomesfrom leading industry experts.

Check back every week for a new episode this fall.

Precision at Scale: Redefining Healthcare Targeting on TV

Explore how privacy-safe data and programmatic tools are making it possible to reach condition-specific audiences on both linear and CTV.

DeepIntents Natalie Mancuso: Healthcare CTV Drives Better Performance than General Online Video

Not all digital video yields equal results. Case in point: DeepIntents Natalie Mancuso points to internal findings that connected TV advertising in healthcare generates twice the new-to-brand prescription rate compared to online video alone when combined with sequential messaging and clinical conversion tracking rather than traditional click-through metrics.

We see CTV drive two times higher new-to-brand prescriptions than online video alone, Natalie Mancuso, svp, data partnerships at DeepIntent, told Beet.TV editorial director Lisa Granatstein. We also have some ongoing statistics that really support a two and a half times higher rate than within display.

DISH Media Sidesteps IP Targeting Woes With Direct Customer Signals

As the advertising industry grapples with signal loss and the diminishing reliability of common identity markers, the hunt is on for more durable frameworks to connect with audiences, particularly in the booming connected TV space.

Some think a direct, authenticated relationship with a consumer, built on deterministic data like a physical address or a verified email, provides a far more stable foundation for targeting and measurement.

Kemal Bokhari, head of data, measurement, and analytics at DISH Media, believes the companys direct-to-consumer model for both its satellite and streaming services gives it a significant advantage. I had read a quote that said that data is the new oil, but I think data is the new everything, Bokhari said in this video interview with David Kaplan.

Healthcare Marketing Enters New Era: WPP Medias Adam Arnegger on Power of Video and Connected TV

WPP Media takes a comprehensive approach to video, said Adam Arnegger, executive director and head of investment, in this interview with Beet.TV Editorial Director Lisa Granatstein. When it comes to planning and implementing strategies for clients, the media agency views video holistically, recognizing the power of linear television alongside the precision targeting of connected television and digital media.

OpenAPs Ashley Luongo: How TV Delivers Digital-Level Precision For Pharma Ads

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies.

Television is delivering the kind of precision targeting that we once thought only possible in digital, Ashley Luongo, CRO of TV ad platform OpenAP, told Beet.TV Editorial Director Lisa Granatstein. We can look at it holistically as a video channel that can deliver both precision and targetability at massive scale.

Reimagining Patient Reach: CMI Media Groups Clifton Covey Pushes for Smarter, Privacy-Safe Ads

The definition of attention and performance is expanding rapidly for healthcare advertisers, said Clifton Covey, senior vice president and group director of digital activation at WPPs CMI Media Group. Speaking with Beet.TV Editorial Director Lisa Granatstein, Covey said theres no one size fits all model for optimization and measurement in the industry.

Takedas Katie Van Horn: Condition-Based Audiences End Wasted Impressions in Pharma TV

Television advertising for pharmaceutical brands has evolved beyond general demographic targeting to enable condition-specific audience layering that eliminates wasted impressions while maintaining the mass reach needed for awareness campaigns.

CTV and Programmatic are Transforming Healthcare Advertising: The Trade Desks Kyle Avery

Connected television is rapidly becoming one of the most powerful precision tools for reaching healthcare audiences, said Kyle Avery, director of business development at adtech giant The Trade Desk. Speaking with Lisa Granatstein, editorial director of Beet.TV, Avery described how the convergence of premium streaming inventory and programmatic technology is opening new opportunities for marketers in pharma and healthcare.

TV as the Catalyst for Omnichannel Activation

Discuss how TV is no longer a standalone channel, but a powerful trigger point for cross-channel patient engagement.

Why CTV Is Becoming the Backbone of Healthcare Marketing: The Trade Desks Baron Harper

Healthcare marketers are increasingly treating TV as the starting point for omnichannel strategy as connected TV adoption reaches critical mass and measurement improves, said Baron Harper, general manager of business development at The Trade Desk.

Speaking with Beet.TV contributor David Kaplan at CES 2026, Harper said the industry is moving beyond simply showing up on many platforms toward orchestrating them to drive outcomes.

Swoops Kurt Robinson: TV Must Stay The Backbone as Pharma Embraces New Delivery Mechanisms

Its about staying the backbone [of TV], Kurt Robinson, evp, business development at Swoop, told Beet.TV Editorial Director Lisa Granatstein at CES. With the shifts in consumer behavior, the question now is how will pharma marketers embrace the new mechanisms of delivery for TV? The new platforms and channels, YouTube, connected TV, all the new ways and places that people are consuming TV content, how will those be incorporated into a cohesive strategy?

From Lean-Back to Lean-In: LG Ad Solutions Sees TV as a Direct Action Channel

The long-held role of television as a top-of-funnel, awareness-driving medium is being fundamentally rewritten by digitization. Once a channel measured primarily by reach and frequency, television is  now transforming the living room screen into a performance-driven platform where advertisers can track, attribute, and optimize campaigns in real time.

This new reality puts television in a very different perspective than it was before, making it a real direct action channel, according to Julian Zilberbrand, global head of data solutions, LG Ad Solutions, in this video interview with Beet.TV.

TVs Emotional Reach and Data Advances Drive Healthcare Marketing Impact: Swoops Quinn Borsuk

Television remains a cornerstone of healthcare advertising thanks to its unmatched scale and emotional resonance, according to Quinn Borsuk, senior vice president of advanced TV sales and strategy at Swoop. Speaking with Beet.TV editorial director Lisa Granatstein, Borsuk outlined how traditional TV combined with data-driven strategies is helping advertisers connect awareness to real-world patient outcomes.

Bridging the Gap Between Awareness and Action in Healthcare

Highlight strategies that connect the storytelling power of TV with digital follow-up that guides patients along the journey to diagnosis or treatment.

Advanced TV Turns Awareness Into Measurable Action: Swoops Kate Ludwig

Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the companys approach to personalized outreach in healthcare advertising hinges on strict adherence to privacy regulations. Speaking with Beet.TV Editorial Director Lisa Granatstein, Ludwig described how Swoops advanced TV partners serve as the connective tissue between data innovation and compliance.

For Roku, the Streaming Ad Revolution Starts on the Home Screen

With the audience now firmly established in the CTV environment, the focus is turning toward making those impressions count. For some, the next phase of CTV advertising involves moving beyond simple reach to drive tangible consumer action.

That is the opportunity for streaming platforms to evolve advertising from broad exposure to measurable patient engagement, said Jake Piasecki, co-head of enterprise ad sales, Roku, in this video interview with Beet.TV.

Brand Authenticity and Storytelling Help to Drive Patient Action: Questexs Ayla Ellison

Healthcare and pharmaceutical marketers must rely on storytelling to break down stigma, build trust and ultimately motivate patients to take action, said Ayla Ellison, editor in chief of healthcare and life sciences at Questex.

Addressable Video and Smart Planning Drive Patient Action for Healthcare Marketers: PHMs Sarah Bast

Healthcare marketers must go beyond traditional awareness metrics to drive true patient action, said Sarah Bast, executive vice president of investment marketplace at Publicis Health Media (PHM). In this interview with Beet.TV Editorial Director Lisa Granatstein, Bast explained how PHM collaborates with PMX Lift, a unit within Publicis Media focused on the changing TV advertising landscape, to lead the charge in addressable video.

Measuring What Matters: KPIs for Modern Healthcare TV Campaigns

Dive into the evolving measurement landscape and how marketers are tying TV investments to real-world health outcomes and Rx lift.

Butler/Tills Amanda DeVito: Pharma Brands Are In a Conversation They Didnt Start

Patients arrive at medical appointments having already formed beliefs through TikTok rabbit holes, Reddit threads, and AI-generated health information a behavioral shift that requires pharmaceutical brands to reshape how they think about the entire funnel, from upstream awareness through clinical conversion.

The patient is no longer a passive recipient of any sort of information. Theyre showing up having already formed some sort of a belief. And with AI, I feel even more empowered to believe that belief,Amanda DeVito, CMO of Butler/Till, told Beet.TV contributorDavid Kaplan. The brand is now in a conversation it didnt start. The real question becomes how are you shaping that pre-conversation to the best of your ability?

Advanced Audience Planning Drives TVs Next Phase: iSpots Dan Hickox

Media budgets are steadily moving from linear television to connected TV, opening new ways for marketers to reach audiences with greater precision, according to Dan Hickox, vice president of business development and partnerships at iSpot.

Speaking with Beet.TV contributor David Kaplan at CES 2026, Hickox said the shift allows brands to activate direct audience targeting while bringing more data-driven rigor to traditional TV planning.

Tie Media to Patient Outcomes: Genentechs Gozde Dinc on Measuring Success in Healthcare Ads

For Genentech, a biotech pioneer at the intersection of science and storytelling, success in media campaigns goes far beyond impressions or clicks.

Success for us is the incremental revenue and ROI that we can drive with TV ads for the brand, said Gozde Dinc, director of media, strategic partnerships and innovation in digital marketing at Genentech. As well as the impact that we create on patients lives.

Ampersands Justin Rosen: Poor AI Training Data Risks Doom Loop of Degraded Insights

Artificial intelligence models trained on low-quality data risk generating meaningless insights that then degrade further as models train on their own flawed outputs, creating a destructive cycle that obscures actual campaign performance.

One thing that I fear, especially with all the excitement around AI, is that the quality of the training data that goes into a lot of the AI models being used more and more often in the marketing ecosystem, that that training data is not up to snuff, Justin Rosen, SVP Data & Analytics at Ampersand, told Beet.TV Editorial Director Lisa Granatstein at CES. What that will risk is the AI models that you have built and that may become commoditized are going to generate insight that doesnt have a lot of signal to it that isnt very meaningful.

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