Kate Ludwig, senior vice president of advanced TV partnerships at Swoop, says the company’s approach to personalized outreach in healthcare advertising hinges on strict adherence to privacy regulations. Speaking with Beet.TV Editorial Director Lisa Granatstein, Ludwig described how Swoop’s advanced TV partners serve as the “connective tissue” between data innovation and compliance.
By aligning with HIPAA and state legislation, Ludwig said, advanced TV activations can remain both personal and condition-relevant without disclosing any sensitive patient details. The key, she said, is ensuring that the operational approach maximizes reach while maintaining trust and regulatory confidence.
Driving patient actions through targeting
Ludwig said precise targeting is transforming television from a traditional awareness channel into what she called an “activation engine.” When targeting is done correctly at the outset, she said, meaningful measurement naturally follows.
Custom audience creation that’s aligned with a client’s KPIs and appended to premium inventory enables advertisers to reach the right viewers at the right time. More importantly, tying TV exposure to real-world health outcomes such as doctor visits or prescription lifts ensures campaigns are measured by their effect, not just impressions.
Creating a seamless patient journey across screens
Connecting TV storytelling with what patients do next online requires a strong sense of continuity and context, Ludwig said. Swoop collaborates closely with its partners to ensure that patients who go online after viewing a TV campaign encounter consistent and complementary content.
This can take the form of unified creative strategies, condition-specific content hubs or cohesive measurement frameworks.
“It’s about creating a journey that feels seamless and supportive across all screens,” Ludwig said.
Innovation reshaping pharma engagement
The healthcare ad tech landscape is evolving rapidly, according to Ludwig. New and enhanced formats such as interactive ads, QR codes and choice-based creatives are empowering patients to engage more deeply with health information.
Measurement is another major frontier. Advances in attribution now allow advertisers to tie TV exposure to concrete health outcomes more effectively than ever. At the same time, improvements in data infrastructure are enabling scaled audience targeting while safeguarding privacy.
“It’s up to the ecosystem,” Ludwig said, “to choose the approach that aligns best with the advertiser’s goals and implement it seamlessly.”
Building trust through full-funnel collaboration
For partners seeking to deliver full-funnel campaign experiences, Ludwig advised a proactive approach to “connecting the dots” between engagement and interaction. She stressed that effective campaigns move beyond upper-funnel awareness to incorporate middle-funnel education and lower-funnel measurement.
“Advertisers want accountability at every stage of the funnel,” she said. “Partners who can prove that impact are the ones who will earn long-term trust.”
