How Klick Health Uses Pathmatics to Validate Shifts in Digital Spend for Life Sciences Brands

Who Is Klick Health?

Klick Health is the world’s largest independent commercialization partner for life sciences. For over two decades, Klick has been laser focused on developing, launching, and supporting life sciences brands to maximize their full market potential. Klick was named a Large Agency of the Year for both 2020 and 2021 by Medical Marketing + Media (MM+M), marking 10 Agency of the Year industry awards in 11 years. Established in 1997, Klick has teams across North America, with offices in New York, Philadelphia, and Toronto, and is opening global offices in Basel, Buenos Aires, London, Munich, Singapore, São Paulo, and Tokyo.

Pathmatics Gives Klick the Full Picture in an Ever-Changing Media Landscape

One of Klick’s strong suits is understanding audiences and surfacing actionable insights to help its long list of clients in the health industry reach patients, caregivers and healthcare professionals. It’s no secret that the ongoing pandemic contributed to a noticeable uptick in streaming over the past two years, irrevocably changing the way viewers consume media and advertising. The growing prevalence of online services like Hulu, Paramount+, and Tubi have led TV advertisers to put more money into OTT than ever before in an attempt to widen their reach. 

Klick knew that competitive brands were investing in OTT, the agency’s Media team wanted more data on the  extent of the investment and whether dollars were shifting from other digital channels. That’s where Pathmatics came in. 

"When it comes to reporting digital channels, Pathmatics provides greater granularity in display, video, social and OTT,” according to Johanna Maulawin, SVP Media Research & Intelligence at Klick. 

Pathmatics also helps Klick identify how brands are communicating across the digital channels by looking at the messages.

As Maulawin explains, “You can’t get the full picture just by looking at spends and placements. While spend may indicate how active a brand is, having the ability to audit creative and message provides our team with a more comprehensive view of how a brand communicates its unique value proposition and personality so that we can identify gaps and opportunities for our clients."