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“More 2 Know” with Christine Bennett from HDMZ

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Christine Bennett
VP, Digital Marketing at HDMZ
Website Address: www.HDMZ.com

“More 2 Know” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Know” is the place to go for tips, tricks and entertaining quips to take your business to the next level. This week our host interviews Christine Bennett from HDMZ.

To learn more, check out https://www.hdmz.com.


What is the biggest change in marketing that you see coming in the next 2 years?

A silver lining from the ongoing pandemic is that the general public is much more interested in the life sciences, and their online behavior has demonstrated a new level of fluency with scientific content. We believe this trend will continue, and our largest marketing challenge will be to engage and reach relevant audiences with a proactive, educational approach in spite of a challenging data attribution landscape and the ever-shifting privacy and policy ecosystem.


What are the major challenges that you (and/or other advertisers) face today?

We’ve based decisions on data for years, and although it was never perfect, there’s less reliability now than ever before. Within the life science space, we’re also challenged by shifts in how and where we can effectively target our B2B (and B2C) audiences in a way that elevates and honors privacy and consent while also placing resources and tools in the hands of the right audiences.


How is the trend towards streaming television (CTV) impacting your advertising strategies?

Reaching healthcare providers (HCPs) effectively and efficiently has required an adaptive approach over the last several years. We’re excited by new opportunities to reach these groups on CTV with best-in-class targeting, whitelisting, and brand-safe options.

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