Webinar: How AI Is Rewriting the Pharma Playbook — and Closing the Health Care Provider/DTC Gap Along the Way by AdExchanger Webinars

How AI Is Rewriting the Pharma Playbook — and Closing the Health Care Provider/DTC Gap Along the Way

About

AI is already changing how patients research their health and how marketers can plan around it, yet many brands haven't caught up. Patients are using AI assistants to research conditions and treatments before they ever sit down with a doctor, and AI-driven planning and audience tools are starting to give marketers a much sharper view of who to reach and when. One of the clearest places this shows up: pharma brands have historically run healthcare provider (HCP) and direct-to-consumer (DTC) campaigns in a disconnected way, built by separate teams on separate data, even though they're aimed at the two people involved in the same prescribing decision: the patient and the physician.

This session explores how AI-driven tools are making it possible to close that gap for the first time.

When

Wednesday, November 18, 2026 · 1:00 p.m. Eastern Time (US & Canada) (GMT -5:00)

Agenda

What AI-driven planning and audience tools make possible now. Tools like DeepIntent Cora™ are part of a broader shift toward AI-assisted media planning and audience building, giving marketers a faster, sharper way to identify and reach the right people. We'll look at how this shift changes the way marketers build campaigns t, and what marketers should expect from these tools.
How AI search and assistants are changing what patients bring to the appointment. Patients increasingly research conditions and treatments with AI tools before they ever see a doctor, turning pre-visit research into a new, largely unaddressed touchpoint. We'll look at what this shift means for when and how brands need to show up.
Integration as a proof point: fixing the HCP/DTC disconnect. A patient primed by DTC messaging, meeting a doctor who's seen aligned HCP messaging, is far more likely to leave with a prescription than either audience reached in isolation. We'll show how AI-driven planning is what finally makes that coordination practical, and what "integrated messaging" looks like when you're reaching two different audiences toward one decision.
What you can see when HCP and DTC measurements talk to each other. Most brands can't tell whether a script resulted from the DTC push, the HCP outreach, or both working together, so one channel usually gets credit it didn't earn alone. We'll cover what connecting activation data to claims data reveals.

Presenters

Carrie Craigmyle

SVP, Client Success and Strategy at DeepIntent

Carrie Craigmyle is Senior Vice President of Strategy at DeepIntent, where she leads client success strategy, helping the world's leading pharmaceutical brands and healthcare agencies harness data, technology, and innovation to drive business results. Her team focuses on turning complex business challenges into innovative, actionable solutions that connect brands with the right audiences, optimize performance, and deliver measurable impact.

With more than 25 years of experience in media, marketing, and CRM, Carrie has also built strategies that have grown brand preference, revenue, and profit for Fortune 500 companies including DIRECTV, Oracle, and Chase. Before joining DeepIntent, Carrie served as Managing Director at PHD Media, an Omnicom Media Group company, working with clients such as GSK to enhance media performance across its pharma and OTC businesses. Carrie is a proud mom to her son, Cruz, an avid beachgoer, and always in the middle of a home improvement project.

Anthony Vargas

Senior Editor at AdExchanger

Anthony covers publisher news and sell-side technology, with a particular focus on the rise of alternative datasets to replace those derived from third-party cookies. He also covers the gaming, digital audio and digital out of home markets. His previous B2B publishing experience includes covering the commercial audiovisual and music retail industries. He also has a background in literary publishing.

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