With our industry evolving at a rapid pace, staying ahead of the curve for our clients is essential. That’s the purpose behind Transform; our annual event where partners join us at our HQ to share new innovations and opportunities ahead of planning season.
This year’s Transform 2026 was no exception. The conversations highlighted how data, AI, and innovation are redefining what’s possible for healthcare and pharma marketers. From reimagining how we approach first-party data to unlocking next-generation creative tools and partnerships, one message was clear: transformation is already here, and adaptability is the key to leading through it.
Day 1: Pharmaceutical Opportunities
Future-Proofing Data and Measurement
Chief Product Officer Manny Puentes shared insights on the rapidly changing landscape of third-party data and cookie deprecation. His message was clear: agencies must invest in managing first-party data and building proprietary solutions that bring long-term value to clients. Looking ahead, Manny envisions Butler/Till using unique first-party datasets, identity graphs, and AI to create custom media mix and conversion models. These advancements will elevate measurement and analytics, while positioning us as long-term strategic partners.
AI as a Force for Efficiency
AI’s evolution is transforming the way agencies operate. From automating repetitive tasks like manual data quality checks to building holistic reporting models across platforms, AI unlocks new efficiencies. The future is about combining vendor capabilities with internal innovation to drive smarter, faster outcomes for clients.
Building Our Product Team
As Butler/Till continues to expand our product and technology bench, our ability to pitch proprietary products alongside media solutions creates new value. This transition from being seen as a media agency to being recognized as a strategic partner sets the stage for deeper, more durable relationships.
Vendor Spotlights: Pharma Innovation
Several partners showcased opportunities that could expand what’s possible for pharma marketers:
- Doceree: A global physician-only platform network with patented AI technology and HIPAA certification, enabling precise HCP targeting. Emerging tools like interactive AI ad formats hold promise for brands like Cabtreo, TG Therapeutics, Salix, and Madrigal.
- Medfluencers: A dedicated HCP influencer agency with access to 600+ professionals. Their ability to measure intent-to-prescribe adds depth to HCP-specific campaigns.
- PatientPoint: A long-time partner, PatientPoint continues to expand its point-of-care network, with new back-office messaging designed to reach HCPs directly.
- Smartly: An AI-powered creative platform offering dynamic creative optimization and streamlined trafficking. While promising, Butler/Till will evaluate its impact on creative quality and agency relationships.
Day 2: Innovative Activations
AI Across Advertising
Caroline Giegerich of IAB highlighted the growing role of AI in measurement and creative transformation. Agencies must anticipate client needs in a world of walled gardens and cookie deprecation, educating them on the value of omnichannel reporting. The key: efficiency should never come at the expense of human oversight or brand integrity.
Agility in a Dual Mindset
Balancing quick wins with long-term strategy requires agility. Agencies must experiment with partners who bring efficiency while safeguarding quality through human judgment. This dual mindset ensures we stay adaptive and future-focused.
Vendor Spotlights: Broader Innovation
- CivicScience: A consumer analytics platform capturing opt-in survey data at scale. This creates new opportunities for niche targeting, competitive conquesting, and brand lift insights.
- Genius Sports: A leader in live sports inventory and gamification ad units, offering granular targeting including ICD-10 for pharma. Their AI-powered platform expands access and engagement opportunities.
- Samsung: An existing partner, Samsung continues to innovate with interactive ad units, immersive mastheads, and shopping breaks. These formats enhance engagement and unlock new paths down the funnel.
- Chalice: An AI-powered platform unifying marketing strategies with real-time bidding and multidimensional data scoring, offering efficiency gains for local and regional campaigns.
- Audigent: A trusted partner, Audigent’s consolidation with Experian strengthens segmentation and targeting. Their AI-powered chatbot for campaign planning creates new efficiencies while maintaining human quality checks.
Looking Ahead
Transform 2026 underscored a powerful truth: the future of marketing will be shaped by how effectively agencies harness AI, unlock the potential of first-party data, and build innovative partnerships. At Butler/Till, we are embracing this evolution with a strategic balance of speed and thoughtfulness.
Our goal remains constant: to deliver smarter solutions that help our clients succeed today while preparing for what comes next. By leaning into proprietary innovation, cultivating best-in-class partnerships, and never losing sight of the human element, we are ready to turn transformation into long-term impact.
Contributors: Alexa Page, Melissa Felton
