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AI-focused healthcare shop Swoop and ad measurement company iSpot announced a partnership Thursday morning to elevate advanced audience capabilities for pharma marketers.

This integration combines iSpot’s advanced measurement capabilities with Swoop’s audience-targeting expertise in pharma and healthcare marketing.

Advertisers will now be able to use iSpot’s Unified Measurement and Outcomes solutions on Swoop’s audience segments to gain insights into cross-platform viewership and exposure.

Medical marketers can import Swoop’s advanced audience segments into the iSpot dashboard in order to access deeper insights and channel optimization. 

The collaboration also seeks to support more effective reach and frequency analysis across platforms like linear TV and CTV.

The continued growth of medical marketing ad spend is one of the factors that spurred this partnership.

According to iSpot, pharmaceutical and healthcare advertising on linear TV alone accounted for 13% — or approximately $2.18 billion — of all linear U.S. TV ad spend in 2025.

Daniel Hickox, VP of business development for iSpot, said the company was looking to showcase its advanced audience capabilities and identified Swoop as a major player in the medical marketing space.

Hickox said the mutual connection and corporate alignment is what allowed iSpot and Swoop to embark on an effort centered around a topic that continues to accrue interest from industry stakeholders.

“Advanced audience has been a real hot topic for a long time,” he said. “A lot of people said they’ve had advanced audiences and have been able to measure against them. I don’t know if it actually has come to fruition, but the capability is alive now.”

The partnership marks yet another evolution of Swoop as a brand since it spun off from 2025 MM+M Agency 100 honoree Real Chemistry at the end of last year.

In January, Swoop acquired online patient community MyHealthTeam — bringing its 4.5 million opt-in users and more than 60 patient-specific communities into the fold.

Kurt Robinson, EVP of business development for Swoop, said the company has often been asked by its health clients if it had a measurement offering, which it didn’t have prior to this partnership.

Now, Robinson said, Swoop can further assist pharma marketers by providing them with a greater understanding of their target audiences through support measurement.

The collaboration enables medical marketers to move beyond traditional demographic targeting, Robinson noted, allowing them to measure and optimize campaigns against highly specific, clinically relevant audience segments.

“Who you should target is one thing,” he said. “But then the next question is, ‘Where can I reach them? What’s the optimal sort of frequency across these locations where these audiences can be deployed?’”

Both companies see this as a timely solution given the shifting, fragmented media landscape, encouraging marketers to leverage these new capabilities to stay at the forefront of audience-driven marketing.

Hickox said the partnership addresses the growing complexity of media buys in pharma, helping marketers maximize every dollar by unifying targeting, optimization and measurement with a single-data set.

“It’s a fine balance of finding those legacy audiences on the linear side, but then expanding into newer platforms and being able to have a test and learn [approach] where you can reach new audiences or reach that audience in a more effective manner,” he said.