AI’s Promise and Pitfalls in DTC Healthcare Advertising
Marketers are eager to tap into AI’s potential in direct-to-consumer (DTC) healthcare advertising. At the same time, there’s a clear need to approach this technology responsibly and transparently. A recent podcast presented by IQVIA Digital sheds light on how to balance these demands effectively.
As AI threats grow in sophistication and privacy laws continue to evolve—including GDPR in Europe and consumer data privacy laws across 19 U.S. states—transparency and responsible AI use have become critical. Experts in identity data and audience modeling discussed the balance between AI’s benefits and risks in healthcare marketing, highlighting how AI can transform targeting, messaging, and consumer engagement while emphasizing security concerns.
AI’s Role in Improving Pharma Marketing
David Reim, senior director of audience data at IQVIA Digital, described AI as poised to change pharmaceutical marketing as profoundly as the internet did. He pointed out AI’s ability to improve every step of the marketing process—from planning and audience development to activation and measurement.
One key advantage is how AI addresses privacy challenges. With new state laws restricting data use, AI offers solutions that respect consumer privacy while enabling precise targeting. Reim stressed the importance of creating AI systems that are defensible, auditable, and solve more problems than they create.
Prioritizing Safety and Accuracy
Luk Arbuckle, global AI practice leader at IQVIA Applied AI Science, highlighted that AI must be built with guardrails to ensure it delivers meaningful insights safely. Accuracy is paramount, especially in healthcare marketing where sensitive data is involved.
Arbuckle noted the risks of exposing unnecessary personal information and emphasized the need to stay focused on specific marketing goals while minimizing data exposure. Both he and Reim agree that AI systems must be transparent and continuously monitored to maintain trust.
Building Trust with Defensible AI
IQVIA Digital is launching a new solution for creating consumer audiences that integrates AI with privacy safeguards. This system offers machine-delivered audibility by producing detailed reports on how audiences are built, giving marketers confidence in the process.
Such defensible AI stands up to scrutiny from regulators and clients alike. Transparency and governance around AI practices are essential to maintaining ethical standards and meeting legal requirements.
Advice for Pharma Marketers
Reim advises marketers to fully understand the risks and security measures their AI partners offer. He emphasizes three core principles:
- Transparency: Be clear about how AI systems operate.
- Auditability: Ensure AI processes can be independently reviewed.
- Ethics: Use AI responsibly to protect consumer privacy and trust.
He also encourages marketers to invest time in learning about AI technology. Asking questions and staying curious will help ensure informed decisions and better collaboration with vendors.
For marketing professionals seeking to deepen their AI expertise and stay ahead, exploring comprehensive AI courses can be valuable. Resources like Complete AI Training’s certification for marketing specialists provide practical knowledge tailored to this evolving field.
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