In healthcare marketing, the most successful campaigns begin with a deep understanding of the target — who they are, where they are and how they can best be engaged — and then execute against that audience. Utilizing custom audiences built through ML/AI and real world data helps answer all those questions and, critically, creates a unique data asset exclusive to the advertiser. During this conversation, hear from Swoop and Bayer about how brands can think differently about their targeting strategies to optimize engagement, improve patient outcomes, and drive Rx lift.