►︎ RESOURCES / BLOGInsights in identity
Explore thought leadership, trends, and practical strategies across healthcare marketing, privacy, data, and activation
How Healthcare and Pharma Marketers Are Using Identity in 2026 to Reach More Patients
Healthcare and pharma marketers are navigating stricter privacy requirements, growing signal loss, and increasingly fragmented media.
Our latest blog, How Healthcare and Pharma Marketers Are Using Identity in 2026 to Reach More Patients, explores why identity has become essential to reaching the right audiences, improving activation, and measuring impact more effectively.
Ebook: Keys to the Walled Gardens: Social Onboarding and Attribution for Healthcare Marketers
Social plays a growing role in healthcare marketing, but the systems behind it are often fragmented. Audience data may be defined in one system, onboarded in another, activated in a third, and measured somewhere else entirely. That lack of continuity can weaken match quality, reduce audience portability, and make campaign performance harder to understand.
You’ve heard the term “Crosswalk”… but do you actually understand why it matters?
You’ve heard the term crosswalk. But do you actually know what it does? In healthcare marketing, it is the identity layer that connects CRM, activation, engagement, and measurement, and it can be the difference between directional reporting and verified performance.
Private Marketplaces + Predictive Audiences: New Opportunities in Healthcare Media Buying
As healthcare marketing shifts toward privacy-forward engagement, private marketplaces (PMPs) have become a preferred way for brands to maintain precision, transparency, and quality. PMPs provide access to premium, brand-safe inventory with greater control, making them well-suited for healthcare campaigns, where compliance and credibility matter.
Activating Privacy-Forward Healthcare Predictive Audiences
Traditional ID-based approaches are losing reliability due to signal loss, regulation, and platform constraints, pushing marketers to seek solutions that meet today’s operational, analytical, and compliance demands.
Love at First Match: Why Identity Resolution Is the Perfect Pairing for Healthcare Data
Not all matches are created equal in healthcare marketing. This Valentine’s Day, we’re celebrating the power of true connection. Because when it comes to healthcare data, identity resolution is the perfect pairing, and when it’s done right, it feels like love at first match.
A Practical Guide to Privacy-First Identity Resolution in Healthcare
Our newest resource, Navigating HIPAA, State Privacy Laws, and the Evolving Identity Landscape, explores how healthcare organizations can take a privacy-first approach to identity resolution, grounded in core principles rather than rigid legal interpretations.
National Data Privacy Day: Why Healthcare Can’t Afford a “Check-the-Box” Approach
Privacy Day is a reminder, but in healthcare, privacy isn’t annual. It’s perpetual.
Healthcare data moves across systems, partners, and platforms every day. When privacy is treated as a checkbox instead of an operating model, gaps emerge where risk lives.
Fragmentation Is the Real Challenge in Today’s Healthcare Data Ecosystem
Healthcare marketing today often feels like operating in the Wild West.
Data is everywhere, but alignment is rare. Health consumers and providers show up differently across CRM, programmatic media, analytics, and clean rooms. The result is fragmented identity, inconsistent measurement, wasted spend, and growing compliance risk.
What Healthcare Marketers Can Learn from Streaming Service Recommendation Engines
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.
The Year Healthcare Data Got Personal: How 2025 Redefined Identity and Trust
Last year marked a turning point: Healthcare data stopped being just technical… and became deeply personal.
From secure anonymization to privacy-first identity resolution, 2025 redefined what responsible data use actually looks like in healthcare.
Top Trends in Identity Resolution for Health Marketing in 2026
We’ve compiled the Top Trends in Identity Resolution for Health Marketing in 2026, everything you need to know to navigate regulation shifts, evolving signals, and new personalization frameworks.
Healthcare Marketers: Your Challenge Isn’t Data, It’s Knowing Who’s Who
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?
Healthcare’s Programmatic Black Hole: Where your ad spend disappears
Programmatic advertising is supposed to deliver precision, targeting the right professional, the right health consumer, at the right time. But here’s the dirty secret no one wants to say out loud, nearly half of your programmatic spend is wasted.
Healthcare Marketing’s Privacy Tightrope: Balancing Privacy and Performance in Healthcare Marketing
Healthcare marketers are walking a razor-thin line. On one side, there’s the demand for precise, high-performing campaigns that reach the right patient or HCP at the right time.
Navigating State Privacy Laws: How Agencies Can Stay Ahead with Predictive Healthcare Audiences
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.
Meet Your Digital Doppelgängers: How Identity Resolution Prevents Marketing Mishaps
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.
The Future of Healthcare Targeting: Why Predictive Audiences Are the Answer
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.
Smarter Targeting for Smarter Pharma Campaigns: Key Insights from Fierce Pharma Week Panel
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.
If Healthcare Marketing Were a Dating App
Let’s pretend for a second that healthcare marketing is a dating app.
You log in, eager to connect. You start swiping left, right, left again. Profiles blur together, some incomplete, some suspiciously generic, and some that seem promising but disappear the second you try to follow up.