State privacy laws are reshaping the way pharmaceutical companies reach patients, said Katie Carr, chief revenue officer at Swoop, in a conversation with Fierce Pharma Publisher Rebecca Willumson. Carr emphasized the need for marketers to partner with companies that prioritize privacy while still enabling outreach across all 50 states. She also highlighted TV as a critical foundation for omnichannel marketing, noting its broad reach and ability to build patient trust before reinforcing messages through digital channels.
Carr pointed to predictive targeting as an emerging solution to the $500 billion annual challenge of patient nonadherence, offering brands a chance to intervene before patients fall off therapy. Looking ahead, she predicted that big pharma will bring measurement in-house within the next five years to strengthen compliance, transparency and competitive advantage. Watch the full interview to hear Carr’s insights on how privacy, trust and predictive data are redefining pharma marketing.