Key takeaways on the importance of premium video from Genentech, OpenAP, Swoop, and more  

Pharma marketers are navigating a more complex video landscape. Audiences shift seamlessly between linear television, connected TV (CTV), and niche streaming services, while real-world signals offer deeper context into the patient journey. Knowing where to show up is only part of the challenge. The greater opportunity lies in learning how to connect audience signals, premium environments, emotional storytelling, and privacy-safe measurement. 

In our Omnichannel Starts with TV leadership series with Beet.TV, industry experts explore how video becomes a more relevant and effective channel without sacrificing emotional impact. For life sciences brand managers and media buyers, the series offers a practical master class in executing data-driven video across channels while keeping consumer privacy and patient outcomes at the center. 

Measurement should follow the patient journey 

Healthcare decisions take time, Gozde Dinc, Genentech’s Marketing Team Director of Gastroenterology, reminds us. A prescription conversion rarely occurs immediately after an ad exposure, so marketers must consider connected signals along the full health journey. This includes online searches, website visits, HCP discussions, and shifts in brand awareness.  

For Gozde, success balances business performance with “the impact that we create on patients’ lives.” That perspective expands the definition of effectiveness, encouraging marketers to look beyond a single conversion to understand how media supports the entire treatment path. 

The lesson? 

• Measure a sequence of signals across the patient journey.  

• Connect media performance to outcomes that matter. 

The human context still matters 

 TV’s impact is a combination of broad reach and emotional storytelling, according to Swoop’s SVP of Advanced TV Sales and Strategy Quinn Borsuk. Together, those strengths create a halo effect that moves audiences beyond awareness toward meaningful action.  

Sharing about her doctor’s office visit that taught her about Labubus, Quinn offers a vital reminder for today’s data-driven media ecosystem: patients and healthcare providers (HCPs) are people first. An HCP is just as likely to watch an unboxing video on YouTube as they would be to watch a clinical presentation. 

The lesson?  

• Target beyond health conditions and job titles and keep the full person in view.  

• Use real-world data (RWD) and connected signals to increase media relevance. 

Scale and effectiveness can work together 

For years, marketers chose between TV’s scale and digital’s specificity. OpenAP’s Chief Revenue Officer Ashley Luongo explains how audience onboarding, cross-screen planning, and unified measurement eliminates the versus mentality.  

Healthcare brands can use audience insights to support more condition-specific reach across premium video environments and preserve the reach that makes TV powerful. This creates a stronger foundation for connecting exposure with consideration and, ultimately, real-world outcomes. 

For healthcare marketers, the shift is especially meaningful. When effective audience alignment, privacy compliance, and multi-channel measurement work together, TV can connect consumers with information and treatments that may improve lives. 

The lesson?  

• Plan across linear television, CTV, and streaming.  

• Pair privacy-safe audience data with measurement against meaningful outcomes. 

Building a more meaningful role for TV 

Successful premium video campaigns create authentic context, connect with the right patient and HCP audiences, and measure progress against outcomes that matter. 

When storytelling is paired with privacy-safe reach and meaningful measurement, TV becomes a catalyst across the commercial lifecycle. It can help brands connect with patients in critical moments of understanding and care, ultimately accelerating diagnosis, therapy adoption, and better patient outcomes.