Omnichannel Starts
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The Evolving Role of TV in Healthcare Marketing
A Beet.TV leadership series presented by Swoop
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 outcomes—from 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.
Healthcare Marketing Enters New Era: WPP Media’s 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.
OpenAP’s 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 Group’s 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 WPP’s CMI Media Group. Speaking with Beet.TV Editorial Director Lisa Granatstein, Covey said there’s no “one size fits all” model for optimization and measurement in the industry.
Takeda’s 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 Desk’s 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.
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.
TV’s Emotional Reach and Data Advances Drive Healthcare Marketing Impact: Swoop’s 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: Swoop’s Kate Ludwig
Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the company’s 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 Swoop’s 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: Questex’s 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: PHM’s 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.
Tie Media to Patient Outcomes: Genentech’s 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.”
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