By: Katie Carr, Chief Revenue Officer
In today’s evolving healthcare marketing landscape, precision and transparency in audience targeting are critical. Some legacy leaders in healthcare measurement methodology have not kept pace with advancements in healthcare audience targeting, creating significant gaps in accuracy, transparency, and fairness.
Failure to incorporate advances in healthcare audience targeting
Modern healthcare audience strategies leverage real-time, privacy-safe data signals, predictive modeling, and zero- and first-party opt-in data to reach the right patients and providers.
The existing measurement providers’ approach remains rooted in static, retrospective claims-based data, which lacks the agility and precision needed in today’s omnichannel marketing environment. This results in measurement that does not accurately reflect the nuances of modern audience targeting strategies.
Lack of transparency: The "black box" problem
The existing measurement providers do not disclose how they build or score their audiences, making it impossible for marketers to validate whether their measurement approach aligns with actual campaign objectives or accurately reflects campaign performance.
Their measurement methodology remains a “black box,” leaving clients without a clear understanding of how performance is evaluated, how audiences are constructed, or whether the data inputs are truly representative of the intended target group.
Grading their own work: An inherent bias
Providing healthcare audiences while also serving as the primary measurement vendor for many clients creates an inherent bias.
Scoring and benchmarking the audiences created by the measurement company itself will always perform favorably because that is the universe they know best. They will optimize their measurement methodologies based on their own audience universe.
This lack of neutrality raises serious concerns about the objectivity and accuracy of their measurement framework, particularly when brands are making strategic investment decisions based on these assessments.
Pharmaceutical brands and agencies require objective and transparent measurement solutions that align with how modern audiences are targeted. Marketers deserve measurement partners that:
✔ Provide clear visibility into how audiences are built and scored
✔ Account for the latest innovations in predictive modeling and privacy-first targeting
✔ Maintain neutrality in measurement, ensuring fair evaluation of campaign performance
Swoop remains committed to delivering transparent, privacy-safe, and independently validated solutions for healthcare marketers — helping them confidently measure success and optimize campaigns with precision.
Let’s discuss how we can help our clients navigate this challenge and ensure they’re investing in the right measurement solutions.