Life Sciences & Healthcare

Healthcare decisions are profoundly personal, yet interactions with healthcare and life sciences brands too often feel institutional and impersonal. Criterion Global’s work in healthcare and life sciences media buying and planning offers an antidote to the formulaic and forgettable marketing that dominates the sector.

With global healthcare ad spending exceeding $10 billion annually, differentiation is essential. We help healthcare marketers stand out by engaging patients and professionals alike through campaigns that are innovative, empathetic, and intelligently crafted to inspire trust and action.

For insurers, PBMs, and a spectrum of pharmaceutical brands and offerings, we believe that through standout media strategy, healthcare marketing can innovate as it informs. Whether introducing a newly-approved product with mass potential, targeting a select set of patients with an orphan disease, or leveraging our expertise in international media buying to find prospective patients for clinical trials globally, Criterion Global's healthcare and life sciences marketing agency practice is prepared to help you activate a paid media strategy unique to your brand.

Healthcare advertising spend remains misaligned with where patients and physicians actually spend their time. In today’s evolving media landscape, achieving the right balance between physician-targeted and direct-to-consumer outreach requires vision — and a willingness to challenge the status quo of healthcare marketing.

Despite consistent YOY growth in pharmaceutical and healthcare ad spending, digital channels — particularly digital video — remain underutilized relative to the pace of digital consumption overall.

Healthcare marketers seeking effective media planning and buying strategies need partners with proven strategic agility and an openness to innovation. Criterion Global brings precisely that perspective — challenging convention to craft smarter, data-driven campaigns in a formula-prone industry.