Underscore Marketing

A McKinsey study found that around two-thirds of new drugs fail to achieve prelaunch sales forecasts in their first year on the market. But we can help you beat those odds. Underscore CEO Lauren Boyer authored this must-read How-To Product Launch Guide—built for pharma and biotech marketers who want smarter spend, sharper strategy, and stronger launches. It’s packed with real-world, battle-tested insights—like why involving media too late kills momentum, how data is your secret weapon (if you actually use it), and what teams really need to stay aligned when challenges arise. ?? Download it for free: https://hubs.la/Q03cY8YG0 #pharmamarketing #omnichannelmarketing #hcpengagement

Are you wondering what the impact of the Omnicom-Interpublic acquisition will be on both your business and pharma marketing as a whole? Read our latest POV, authored by Brandi Ascione, where we dive deep into the implications of the acquisition and how it is set to create the largest advertising agency in history, bringing significant changes to the industry. Our POV covers: ??The Value of Independence: Why independent agencies continue to thrive amidst industry consolidation. ??Cost Savings vs. Quality: The real impact of $750 million in cost synergies on client relationships and service quality. ??Media Efficiency Myth: How media buying power doesn't always translate to better deals and what truly drives campaign success. ??Client Service Disruption: Warning signs to watch for during agency transitions and mergers. ??Gain valuable insights into how these changes affect your brand and strategies. Download the free paper: lnkd.in/dstrCzj2 #PharmaMarketing #AgencyConsolidation #HealthcareMarketing

Read our latest POV as featured in this month's Digital Health Coalition newsletter. Jay De La Cruz gives his outlook on how social media platforms have evolved into vital channels for healthcare organizations to enhance patient engagement, disseminate health information, and foster supportive communities. #patientengagement #digitalhealth

Underscore’s Chris Tuleya has been featured in PM360 Magazine's February edition! ?? Turn to page 13 to explore his insights on how omnichannel analytics is revolutionizing healthcare marketing. In his article, Chris breaks down: ?? The role of AI in marketing analytics and how it enhances decision-making ?? How advanced analytics improves customer engagement, HCP segmentation, and predictive insights ?? The importance of a unified omnichannel strategy to create seamless brand experiences ?? Why flexible, independent analytics solutions (like Underscore’s PINNACLE Planning Suite) are key for success Read Chris’ article here (scroll down to "Go To Digital Book"): https://hubs.la/Q03bmhlg0 #HealthcareMarketing #OmnichannelAnalytics #AIinMarketing

Read the latest blog article from SVP of Global Media Jay de la Cruz where he breaks down what marketers need to know about the evolution of social media in healthcare. This blog explores: ? How healthcare providers use social media for patient education & engagement ? The impact of patient influencers on trust and awareness ? Key concerns like misinformation, privacy risks & regulatory compliance ? Best practices for healthcare marketers to create meaningful engagement With social media at the center of digital health strategies, understanding its benefits and risks is crucial for both patients and marketers. Read the full article: https://hubs.la/Q039VsJC0 HealthcareMarketing #DigitalHealth #PharmaAdvertising

Read our new POV from Tiffany Marg that explores the impact of the recent U.S. political transition on the pharmaceutical industry. This paper explores the potential regulatory changes, supply chain challenges, and strategic considerations pharma marketers should be mindful of while navigating this evolving landscape. Get your free copy: https://hubs.la/Q039LtmP0 #PharmaMarketing #HealthcarePolicy

In today's Hot Take, where we examine a common industry topic or pain point and share a piece (or two) of actionable advice, we look at Made-for-Advertisement (MFA) websites. These sites, designed for ad revenue, offer nominal value and threaten campaign integrity. Did you know: MFA sites account for 15% of ad dollars and 21% of impressions, leading to wasted ad spend and potential brand damage. Strategies to mitigate can include: ??Block MFA Traffic: Eliminate financial incentives at the pre-bid level. ??Prioritize Meaningful KPIs: Focus on engagement and conversions. ??Ensure Accountability: Maintain high-quality inventory. ??Support Quality Content: Invest in reputable publishers. ??Use Inclusion Lists: Select trusted, high-quality publishers. At Underscore, we’re committed to a transparent, quality-driven advertising ecosystem. Our approach comprises: ??High-Value Metrics: Delivering tangible results. ??Fraud Prevention: Blocking fraudulent sites. ??Collaborative Partnerships: Ensuring transparency. ??Diversity and Performance: Balancing risk with quality publishers. ??Accountability: Holding intermediaries responsible. Read the full blog article: https://hubs.la/Q03908kH0 Together, we can foster a healthier digital ecosystem while contributing to your brand's success. #pharmamarketing #digitalhealth

Understanding promotional responsiveness provides a nuanced approach that can help maximize your promotional investment. HCPs respond differently to promotion based on: ?? Specialty and practice setting ?? Prior exposure to media and rep interactions ?? Familiarity with brand ?? Experience with condition Pinnacle’s AI-driven insights classify and cluster HCPs based on their promotional responsiveness, not just engagement rates. That means: ? Investing where impact is highest ? Adjusting frequency to avoid diminishing returns ? Segmentation that delivers precise targeting aligned with messaging that resonates Let us help you uncover data-driven insights that lead to greater promotional impact. ?? Get the data to make smarter decisions: https://hubs.la/Q038qZDz0

The healthcare industry is navigating a shifting U.S. political landscape that feels both familiar and uncharted. Our latest POV by Tiffany Marg, SVP of Client Development & Marketing, explores the impact of new policies and leadership on pharma marketers. From regulatory changes and policy rollbacks to affected supply chains, this report offers fresh insights on what to expect as well as experience-based perspectives on how to navigate the uncertainty as effectively as possible. Download the free and ungated POV: https://hubs.la/Q038fb2R0 #PharmaMarketing #HealthcarePolicy

Digital engagement ≠ prescription lift. Yet many #pharma brands assume a programmatic-centered plan will convert into real-world impact. But here’s the reality; often plans require sophisticated programmatic optimizations to see a direct correlation between programmatic impressions and script lift. So what’s the real opportunity? ? Integrating deeper education channels to complement programmatic ? Refining segmentation over time to find the right audience. ? Optimizing messaging and formats that actually influence Rx behavior. ? Aligning digital spend to critical HCP decision-making moments. The Pinnacle Planning Suite leverages #omnichannel #analytics to help pharma brands focus budget on promotion that drives meaningful behavior shifts. ?? Learn more: https://hubs.la/Q037BCDW0