Kurt Robinson, Senior Vice President of Business Development for Swoop, spoke with Marc Iskowitz, editor-at-large of MM+M to discuss how custom audiences are transforming TV advertising for the life sciences industry. Pharmaceutical advertising’s traditional reliance on demographic data to inform television media strategy leads to wasteful spend on an overexposed audience and an unoptimized marketing mix. By utilizing brand-exclusive audiences built using ML/AI and real world data that are higher in audience quality, healthcare marketers can optimize their TV advertising reach and frequency for improved engagement and increased script lift.