Open a streaming service like Netflix and the experience feels effortless. The platform doesn’t ask you to search endlessly or guess what you might like, it surfaces recommendations that feel timely, relevant, and often surprisingly accurate.

In healthcare marketing, it’s common to hear one resounding complaint: “Our data isn’t good enough.” Campaigns underperform, insights feel disconnected, and personalization efforts fall flat so marketers blame the data. But what if the problem isn’t the data at all?What if the real issue is identity? 

State-level privacy laws are rapidly reshaping the digital marketing landscape, and healthcare is at the center of this transformation. From the California Privacy Rights Act (CPRA) to new regulations in Colorado, Virginia, Connecticut, and Utah, data collection and audience targeting have never faced more scrutiny. And more states are on the way.

Ever Googled yourself and found someone with your same name, city, and even career? That’s your digital doppelgänger.

In the real world, it’s harmless, but in healthcare marketing, these digital look-alikes can wreak havoc on campaigns. Learn how to separate the real from the replicas and why identity resolution is the key to preventing costly marketing mix-ups.

Identity-based targeting has long powered healthcare marketing, but tightening privacy rules and platform restrictions have complicated audience reach. The future lies in adapting—solutions like Proximic by Comscore’s Predictive Audiences point the way forward.

At this year’s Fierce Pharma Week, our President, Chris Neuner, joined industry leaders on the panel “Programmatic Advertising: Smarter Targeting for Smarter Pharma Campaigns.” The conversation dove into how programmatic strategies are evolving to meet the unique challenges of healthcare marketing. 

Data is king, but only when it is accurate, actionable and impactful. For many marketers and agencies, the starting point is often an NPI (National Provider Identifier) list. But what if that list could do more than just name names?

That’s where an NPI identity graph comes in. And for brands looking to elevate their healthcare campaigns, it’s a game changer.

In healthcare marketing, the integrity of your identity resolution strategy can make or break outcomes. From data connections to audience creation to performance measurement, consistency and transparency must be the bedrock of your approach.

In the highly regulated and ever-evolving healthcare marketing landscape, precision and accuracy in data are paramount. Yet, many companies simply provide a data file or “data dump”—a static file with outdated, unverified, and often incomplete information. This approach can lead to inefficient marketing campaigns, compliance risks, and wasted resources.

One of the most powerful tools is identity resolution. By accurately connecting fragmented data points to a single, unified profile, identity resolution enables marketers to understand patient and provider journeys, measure campaign effectiveness, and optimize engagement strategies.