Is pharma measuring media against the wrong metrics?

The 2026 MM+M Media Summit will take place on Thursday here in New York, providing us an opportunity to check in with stakeholders from across the extensive health media landscape.

Over the course of our daylong programming, we get updates on the state of play, what strategies and channels are working best for pharma brands and where there is uncertainty or room for improvement.

Attendees will also get to hear from opening and closing keynotes featuring entertainment and social giants Disney and Meta, respectively.

In advance of the Media Summit, executive editor Jack O’Brien is joined by a veteran of health media in all its various forms and incarnations: Underscore Marketing CEO Lauren Boyer.

Boyer, a 2023 Women of Distinction honoree, is on the show to talk about what pharma marketers should actually be measuring as they prepare for a launch. The checklist is extensive, but manageable and keeps drugmakers from measuring their media strategies against imprecise metrics.

Boyer also previews what her agency has up its sleeve heading into its 20th anniversary next year.

Then, during Phase 3, we go medical marketing trick or treating.

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