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Kate Gattuso Duffy
Global lead of media measurement, optimization and web analytics, Pfizer

It’s not uncommon for those in the pharma space to have held jobs outside of the industry, but Kate Gattuso Duffy seems to have done more than most. From starting a career in publishing to working in high fashion to messaging platform AOL, and from finance to a role at Publicis Health Media, Duffy has cultivated a plethora of experiences and a sharp perspective on audience analytics, which serves her well in her current role as global lead of media management optimization and web analytics at Pfizer. 

You’ve had such a dynamic career, how did it lead you to where you are today?

I was working for a website e-commerce space and we were thinking about how to use analytics to drive user journeys. We worked with a lot of different industries, and then we started working with healthcare for a few hospital systems. I was building an analytics team within an agency, and that’s really where I start to say, Wow, everybody talks about healthcare not having the right data sets or not having the visibility, and being slower and more traditional. From an analytics perspective, I couldn’t agree more with that statement, and I really looked into working in a space to improve some of the access around data.

What brought me to Pfizer in April last year was an opportunity to create a media analytics and measurement arm. I build a media measurement, make connections across the organization, specifically with data and people.

What drew you into the healthcare space?

There are really two elements of it. One, of course, is just the impact you’re making. Everybody’s a patient, right? So when you hear a company talk about how to use technology and marketing and data in a way to make everyone’s experience better — that really connected with me. Then on the other side, it’s such a regulated field with HIPAA and other elements. That aspect is so important, yet an exciting challenge to navigate. It brings me back to my finance days.

You talked about using technology to be able to bridge gaps when it comes to access. How do you approach technology?

Coming from the product industry helped set me up for success when it comes to understanding technology. When I started at a product agency, I would talk to the developers and not understand anything. That was a huge education for me, because it helped me flip my perspective to say “we can’t do this now, but we probably can.” The agency and the developers I worked with during that time were always interested in saying, “This is your business case. You’re saying you need to do it, and you’re saying this, but actually I can do it this way,” and that really reshaped my relationship with technology. It really has to be the foundational element of everything we do. So even when I see a business challenge internally pop up at Pfizer, I say we have to take two paths: One is the short-term path to create immediate impact, and we also need to figure out the technology holes to drive the infrastructure so we can do this at scale.

What’s something you’re proud of in your career?

One of the most exciting things is the build we did at PHM, because it was taking a team of nine or 10 people and growing it to over 70. There were so many people who contributed to it. Dave Nussbaum hired me. He’s a huge mentor in the industry. Sharon Patent also hired me; she’s one of the big names in the healthcare analytics and marketing space. I’m proud to have been able to work with them.

What advice would you give to anyone interested in your line of work? Try different things. You might not be where you want to be for the rest of your career, but don’t be afraid to start somewhere and learn and test what you like and you don’t like. There are so many events, so many meetups you can go to and just talk to people. Networking is part of the core piece of the puzzle. When it specifically comes to women in tech and data, it’s a hard place to break into. My recommendation is never question your seat at the table. You know you’re here. You’re hired. Be vocal and show your expertise.

From the August 01, 2025 Issue of MM+M - Medical Marketing and Media