PARTNER INTERVIEW: OptimizeRx

In this Partner Interview, sponsored by OptimizeRx, Karin Hayes (SVP, Analytics & Insights at OptimizeRx) and Scott Kozub (VP of Product at Experian) discuss why healthcare advertising is only as effective as the data behind it; from audience targeting and activation to measurement and optimisation.

They explain how inaccurate or disconnected data can reduce reach, increase wasted spend, and weaken campaign performance, particularly in healthcare where precision, privacy, and trust are essential. The conversation explores how stronger identity resolution and privacy-safe data frameworks help brands maintain audience fidelity across the entire campaign lifecycle, enabling more accurate targeting, clearer attribution, and better performance insights.

Hayes and Kozub also highlight the human impact of better data. More effective targeting and measurement do not just improve media efficiency; they help ensure patients receive more relevant information about treatments and care options. Looking ahead, they stress that marketers must treat data readiness as a strategic priority, investing early in audience design and identity infrastructure to drive stronger outcomes for both brands and patients.