Patrick Sullivan, Senior Business Development Director, The Trade Desk

Healthcare marketing has become an orchestration challenge. As HCP engagement shifts toward non personal digital channels and omnichannel environments like CTV, audio, and streaming, the traditional separation between HCP and DTC strategies is breaking down. Physicians are consumers. Patients are informed. Signals overlap. 

In this session, we will explore why the future of HCP marketing is not about optimizing isolated campaigns but about coordinating HCP and DTC together through a unified operating system. We will examine how AI, real time signals, and cross channel measurement can unlock smarter sequencing, greater efficiency, and measurable incremental impact across the healthcare ecosystem.