Pharma marketing is evolving fast — and data-driven analytics are leading the way.
OptimizeRx CEO Steve Silvestro sat down with Fierce Pharma’s Rebecca Willumson to explore why brands are moving beyond broad, unfocused campaigns toward predictive analytics in healthcare marketing and other data-driven, real-time strategies that reach patients most likely to benefit from treatment. Powered by AI and machine learning, these approaches identify “brand-eligible” patients and deliver coordinated messaging to both HCPs and patients, replacing the old “spray and pray” model with measurable ROI and impact. Steve also emphasized the power of earlier diagnosis and intervention, sharing how one OptimizeRx project helped triple-negative breast cancer patients start therapy 8–9 months sooner, extending life expectancy by more than a year.