Interview with Provalytics CEO Jeff Greenfield

HealthBiz with David E. Williams

Jeff Greenfield's journey is fascinating. As a child he was enchanted with magic, fell in love with Disney, and was transformed by a year in Israel during high school.
Jeff shares how his early experiences shaped his career path, from studying biochemistry at the University of Maryland to becoming a chiropractor, all the while nurturing his passion for close-up magic. A car accident meant he had to stop practicing, but ultimately led him to embrace the burgeoning internet era of the mid-90s.
Next, we lift the veil on the complexities of modern digital advertising. We explore how digital marketing has shifted the focus to the bottom of the funnel, increasing competition and costs. A captivating case study about leveraging MasterCard data to target weight loss customers highlights the sophisticated and costly nature of today's advertising strategies.
In the final chapter, we delve into the intricate world of healthcare and pharmaceutical marketing privacy. Jeff sheds light on the dual-focus strategy of targeting both healthcare providers and consumers, explaining how pharmaceutical companies educate providers while raising consumer awareness. The evolution from traditional TV and radio ads to digital marketing is discussed, with an emphasis on the impact of iOS privacy changes and browser policy updates. We explore the significance of first-party and third-party cookies in the ad economy and the challenges posed by their potential phase-out.
Host David E. Williams is president of healthcare strategy consulting firm Health Business Group. Produced by Dafna Williams.