Can Neural Networks Transform Healthcare Advertising?

At Marketecture Live, Brad Fox, SVP, Health Media, dentsuX, joins Josh Walsh, Co-Founder & CEO, BranchLab, and Zach Rodgers, Founder, Sensical, to explore how AI and neural networks are reshaping healthcare advertising. From the rise of AI-driven patient behavior to the decline of traditional targeting methods, the conversation dives into privacy-safe audience strategies, evolving patient journeys, and what the future holds for pharma marketers in an AI-first world. Takeaways AI is rapidly changing how patients search for and consume health information Healthcare advertising is shifting away from search, contextual, and retargeting Neural networks enable privacy-safe prediction of patient populations Audience targeting must be rebuilt using AI-driven models Patient journeys are complex and require more nuanced segmentation AI is making both patients and doctors more informed True one-to-one personalization remains limited due to regulation AI platforms may eventually monetize healthcare interactions Chapters 00:00 Introduction to healthcare, AI, and advertising 00:18 Overview of the panel and discussion focus 01:04 AI as a primary tool for health information 01:53 Surge in AI-driven health queries and behavior shift 02:45 Changing role of search and health websites 03:40 Adoption of AI tools by physicians 04:31 Impact of AI on patient and doctor outcomes 06:33 Decline of traditional targeting and need for new strategies 07:40 Future of pharma ad spend in an AI-driven world 08:45 Neural networks and privacy-safe targeting explained 10:31 AI-driven audience targeting and patient lifecycle 12:28 Predictive modeling for healthcare populations 13:03 Importance of understanding patient journeys 15:57 Scaling AI audiences across media channels 17:11 Faster audience creation and activation 18:40 Personalization limits in healthcare marketing 20:12 Future of AI platforms and healthcare ads 22:01 Regulation and the future of pharma advertising Learn more about your ad choices. Visit megaphone.fm/adchoices