Gillian Bailey, Director, Strategy, Jordan MacFarlane, Supervisor, Paid Social

It’s Gillian and Jordan! We’re two friends who met as students at Temple University, and now work together in PHM’s Philly office. As lovers of travel and exploration, we both knew we wanted to take advantage of the opportunity to Work Your World, a unique benefit where Publicis Groupe employees can work abroad for up to 6 weeks in a year. Gillian studied in Rome during college and Jordan lived in Switzerland for part of his life, so it was exciting to have the opportunity to get live and work abroad again.

When picking a location, we considered a few options, but ultimately landed on Mexico City. We chose this location based on recommendations from friends and coworkers, but also due to the city’s reputation as a popular destination for remote workers. Given that we wanted to be in a similar time zone to our teammates back home in Philly, Mexico City seemed like a great fit. Before we knew it, we were jet-setting down south for five weeks!

Once in Mexico City, we quickly settled into our routine. Since the city is home to many digital nomads, it was easy to find tips and resources for working remotely, including a co-working space near our house. In the morning, we would head there to work from 8 AM – 4 PM and then explore during the evenings and weekends. On days when we didn’t have as many meetings, we would try out a new café or work from one of the many parks in the city. This allowed us to maintain a steady flow, making space for us to focus on work and then fully embrace our environment when we logged off. Due to our extensive research on Reddit and other forums, we had a long-running list of places we wanted to explore, food we wanted to eat and sights we wanted to see, so there was never a dull moment.

One surprising aspect of our journey was just how easy it was to make new friends. We ended up meeting people from all over the world who were passing through Mexico City on their travels. It was nice to have a small community of people around us, and we still keep in touch with some of them now that we are back home. Gillian even met up with our friend from Sweden when she visited New York recently! In addition to our new friends, we also ran into some friends back home who also happened to be visiting Mexico City. It was a great surprise, and we loved getting to have this experience with new and old friends alike.

Our journey wasn’t without some bumps in the road, including managing the fact that neither of us are fluent in Spanish. Google Translate was our best friend at the beginning of our trip, and then we quickly picked up some common phrases and words to help us get around. Being immersed in a Spanish-speaking country made it so much easier to learn the language and everyone was so helpful and kind, so that encouraged us to keep practicing.

Reflecting back on our time in Mexico City—those five weeks definitely flew by, filled with memories and experiences that we will never forget. We truly felt like we had the opportunity to immerse ourselves in the local culture, which is harder to achieve on a one- or two-week vacation. For those considering taking part in Work Your World, our advice is to just take the plunge. It may seem daunting at first, but there are plenty of resources at your disposal to plan out your trip. We were both very communicative with our teams and our managers, and that made the process leading up to and during the trip more manageable. This is a once-in-a-lifetime opportunity, so don’t let it pass you by!  

Connect with Gillian and Jordan on LinkedIn.

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At PHM, embracing change and innovation in our day-to-day work is part of our DNA. Enter the Change Agents—thought leaders who are experts in their respective fields, helping to guide PHM and our clients through an ever-changing industry and media landscape. This series aims to highlight these thought leaders and their unique point of view as it relates to health media.

This edition’s Change Agent—Tyler Nall, SVP, Business Intelligence on how measurement strategy works best when integrated from day one of the campaign planning process.

As health marketers, we know that effective measurement can present unique challenges. Patient journeys are often long and winding, with many touchpoints occurring over months or even years. Add in an ever-evolving policy and data landscape, as well as market and consumer behavior shifts, and it becomes clear why measuring campaign success can be anything but straightforward.

This is why we prioritize integrating Business Intelligence (BI) into campaign strategy conversations from the outset. At PHM, our BI teams are experts in measurement for health, working in tandem with brand leads and partners to align priorities with the right KPIs and measurement tools. Using information and insight to determine the most relevant focus area vs. pursuing “red herrings” is how BI truly drives value for brands.

For example, one of our clients was looking to launch a campaign for a treatment that primarily affects women, with a KPI of increasing site visits. Upon investigation into search behavior, we realized that, due to stigma around the condition, the target audience was not looking for information on how to treat their symptoms. Instead, they were only focused on how to live with them, making any messaging around the treatment itself irrelevant. This key insight encouraged us to broaden our KPIs, shifting focus from connecting an existing audience to health solutions to increasing awareness of the condition for those with symptoms. This approach, paired with a comprehensive, multi-media content strategy, drove a +875% increase in monthly search volume for treatment options, empowering this audience to search for treatments that they were previously not aware of.

As we work in tandem with our partner teams, we are able to align on critical components of a campaign—KPIs, reporting structure, etc—from the start. Having clarity and line of sight into what we’re measuring enables us to create thoughtful guides and dashboards for each tactic, evaluating uniquely and specifically for each. This allows us to get granular with how each tactic is performing and make sure we are always laddering up to our overall campaign goal.

An example of this in action—our client had historical data to indicate that specific types of in-platform engagements would drive long-term success. With this information in hand, we partnered with our buying teams to apply this key insight, collaborating on clear guidelines for which tactics we should be prioritizing, from both a performance and efficiency standpoint. We then worked together throughout the buying process, collaborating to evaluate partners on three key factors: ability to drive desired in-platform engagements, ability to structure day-to-day monitoring process and ability to provide required data for measurement. This approach drove operational clarity across all stakeholders and eventually increased annual revenue by 24% for the brand.

As BI practitioners, it is also our responsibility to be creative and diligent with bringing new solutions forward as the market shifts. In some instances, this requires us to challenge the status quo and dig deeper into long-held beliefs about how we approach measurement. With such a rapidly changing landscape, we must continue to evaluate whether our metrics are telling the story of how our target audience is responding to our messaging. Effective measurement requires effective partnership. By working together from the beginning, we ensure that we’re staying true to our campaign objectives, accurately capturing audience behavior and optimizing accordingly.

Connect with Tyler on LinkedIn.

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“Beyond the traditional media agency services that clients may have come to expect, [PHM CEO Andrea] Palmer says the modern PHM emphasizes data integration and technology as key aspects of its offerings. ‘We can refine and hone the delivery of media around real-time, real-life occurrences in ways that are more meaningful than it ever has been,’ she says. ‘Tech enables us to understand patient journeys and create different relationships with people.’”

PHM has once again been named as one of MM+M’s Agency 100, honoring the top 100 agencies in health marketing. This accolade represents over a decade of innovative thinking, strategic planning and commitment to pushing the boundaries of health media.

Read more on how we’ve redefined the role of the media agency in MM+M.

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Madison Wagner, Supervisor, Operations, Liv Adeszko, Senior Associate, Operations, Grace Mcmanaman, Senior Associate, Operations

Madi, Liv and Grace here—three teammates on PHM’s Operations team, based out of the Chicago office! Chicago is known for its brutal winters, so when we heard about Publicis Groupe’s Work Your World program, we jumped at the opportunity to escape the cold for a little while. Some of us were in college during the COVID pandemic and missed out on the opportunity to study abroad‚ so participating in this program gave us a second chance!

We decided on Portugal as our destination, staying in Lisbon, Porto and Lagos during our stay, with some weekend trips to Barcelona, London, Florence and Vienna planned in-between. Before we left for the trip, we were excited to experience a new culture and learn what it’s like to live and work abroad—while also having some natural jitters about what the experience would entail! Safe to say, it exceeded our expectations.

We worked from 2-10 PM local time to accommodate for the time difference with our teams back home, ensuring that we could still engage with our colleagues and stay up to date with client deliverables. Once we adjusted to this routine, it became our new norm, and we grew to appreciate having our mornings free to explore. This gave us time to wander around the several cities we visited, visiting monuments like Pena Palace in Portugal, the Sagrada Familia in Barcelona and the Royal Palace in London. This also allowed for a slow transition into our workday, while still taking advantage of all these countries had to offer.

It was during these times that we discovered so many different things—including our new favorite local dessert, the pastel de nata and the joy that is European coffee and lattes! We also experienced European café and restaurant culture. In the U.S., we’re used to moving quickly through meals and always moving on to the next item on our to-do list. In Portugal, we were forced to slow down, be present and enjoy the experience.

We learned a lot during our time abroad, including how to pack efficiently (who knew you could fit so much in a carryon?), but most of all, we left with memories that will last a lifetime. Work Your World allowed us to immerse ourselves into the culture of the places we visited, giving a deeper look into what it’s actually like to live there—which we never would’ve experienced during a shorter stay. For any Publicis employee curious about Work Your World, we say, give it a try! And if you end up heading to Portugal, try out a pastel de nata for us while you’re there. 

Connect with Madison, Liv and Grace on LinkedIn.

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At PHM, our roles and reasons for being here are many. We’ve asked people to answer a few questions, letting us know a few of the things that make them unique, what they like best about PHM and of course, why they’ve chosen health.

Nicole Bruno, Director, Paid Social

What is the best thing about working at PHM?

The people! I just recently reached four years at PHM, and it feels like it went by in a blink of an eye. It has been great to work with such talented people.

If you could visit another PHM Office (Philly, NYC, CHI, LA) which would you like to visit most, and why?

I have visited both Chicago and Philly and am based out of NYC – so the only one left to visit is LA! I work with people in every office, so it’s always fun to see my coworkers in person.

How do you make health and wellness part of your life? (ex. meditation in the morning, hikes on the weekends, making time for family and friends)

Making time to do the things you love is a big part of maintaining a happy and healthy lifestyle. One of the ways I incorporate wellness into my life is by taking my dog on new adventure walks. It is one of my favorite ways to get outside, enjoy the fresh air — and for my dog to experience new smells!

What is your favorite podcast/current podcast obsession?

Currently obsessed with the Dating Detectives podcast! It’s easy to listen to, and my preferred choice when I am getting ready for work. Each episode is crazier than the last, and I especially love episodes where the host Mackenzie tells stories of her going undercover as a Private Investigator! So interesting to hear her point of view and trying to guess what happens next.

What non-work-related skill would you most like to learn?

I would love to learn how to crochet. I believe the most thoughtful and impressive gifts are ones that are handmade with love. I tried to learn by buying a Woobles beginner’s set but it was not as easy as I’d hoped. Practice makes perfect, I guess! Hopefully if I stick to it, I’ll have more success this year.

What is your favorite restaurant and why?

Trying new restaurants is one of my favorite things to do! However, when I want a guaranteed awesome meal and experience, I always go back to Semolina in Red Bank. The menu is constantly changing with whatever is in season, so you know that everything is fresh. The Carbonara is always killer, and I keep an eye out for a few items that come back to the rotating menu, like their Shaved Brussels Caesar Salad. Simple yet delicious.

Why did you choose health?

I chose health because it impacts everyone and it is important to raise awareness about health issues. Every day, our goal is to help people make more informed decisions about products or services that could improve their quality of life.

Connect with Nicole on LinkedIn.

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PHM’s own Jacqueline Derron, SVP, Data Enablement has been named as one of the Top Women in Media & AdTech by AdExchanger and AdMonsters!

Named as part of the “Data Demystifiers” category, Jacqueline has driven change across our agency teams, building many first-of-their-kind systems to make data management more accurate and efficient. She is known for conducting her work with “infectious passion,” inspiring her teammates to think differently and innovate on behalf of our clients.

Congratulations Jacqueline! Check out the full list of honorees.

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From April 30 – May 1, PHM hosted the fifth annual PHM HealthFront, a unique forum bringing together 600+ health and media experts.

According to MM+M, “the PHM HealthFront continues to serve as a major industry draw due to its compelling programming and keynotes from celebrities with a relevant healthcare hook. While the event serves an overall purpose to elevate PHM’s brand and its new product offerings, it also platforms medical marketing in a meaningful way.”

For more reflections from the 2025 PHM HealthFront, head to MM+M.

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PHM recently held its 5th annual HealthFront, welcoming 600+ attendees to a two-day event featuring 16 thought-provoking sessions with significant voices in health, media and culture. PHM CEO Andrea Palmer opened the show with remarks focused on key change agents across audience, engagement, and experience, laddering into this year’s theme of “The Human Behind the Experience.”

The following content sessions asked questions and offered solutions, encouraging HealthFront attendees to broaden their horizons and consider how overall market trends will impact their work. Health media experts, industry luminaries and notable talent such as Selma Blair, Sophia Bush and Chelsea Handler, all contributed their insights to how the health media industry is changing in 2025 and beyond.

Learn more about the disruptions and opportunities covered at the 2025 PHM HealthFront in our annual HealthFront Trends and Insights report.

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Publicis Health Media recently held its 5th annual HealthFront, welcoming 600+ attendees to a two-day event featuring 16 thought-provoking sessions with significant voices in health, media and culture. PHM CEO Andrea Palmer opened the show with remarks focused on key change agents across audience, engagement, and experience, laddering into this year’s theme of “The Human Behind the Experience.”

Speakers included actress and advocate Selma Blair; actress, producer, activist, entrepreneur and co-owner of Angel City Football Club, Sophia Bush; and comedian, seven-time New York Times bestselling author and podcast host, Chelsea Handler.

Check out highlights from Day 1 and Day 2, as well as partner Masterclasses on LinkedIn.

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No longer just an awareness driver, an impactful programmatic strategy can engage audiences and provide key insights into consumer behavior. The growth of the programmatic marketplace, coupled with advances in technology, has opened up many opportunities for marketers to take full advantage of all the tactic has to offer.

Jordan Galbraith, SVP of Programmatic at PHM wrote on the importance of an evolving programmatic strategy in MediaVillage.org.

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Actress and advocate Selma Blair will be joining us at the 2025 PHM HealthFront, speaking in conversation with PHM CEO Andrea Palmer on her journey with multiple sclerosis (MS) and her dedication to advocacy for many causes, including for those navigating chronic illness.

Read more on Selma’s upcoming appearance at HealthFront in MM+M.

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The Industry’s Only Upfront For Health Returns to NYC Spring 2025

NEW YORK, April 7, 2025 – Publicis Health Media (PHM) announced key talent and programming for its signature event, The PHM HealthFront. Taking place in NYC April 30 – May 1, 2025, the HealthFront welcomes hundreds of industry leaders and luminaries to tackle the top issues in health marketing including the fractured video landscape, federal shakeups, the promise of AI for health media and more. This market-shaping forum was concepted to fill an unmet need for clients in the health industry and drive innovation for a media-leading field that has seen less visibility in traditional Upfronts and Newfronts.

This year’s event will focus on the human behind the health experience, enriching industry perspectives as sessions explore what is new and next in health marketing.

“We’re proud to announce the fifth year of The PHM HealthFront, which continues to grow and evolve alongside the marketplace. We created this event to continually move our industry forward with first-to-market products and first-mover media opportunities for Publicis clients, enabling change and improved outcomes,” said Publicis Health Media CEO Andrea Palmer. “This year’s event tackles the broad reaching issues at the forefront of health marketing today.”

The HealthFront will feature notable speakers making an impact including Chelsea Handler, comedian, seven-time New York Times bestselling author and podcast host; Christy Turlington Burns, Founder & President, Every Mother Counts and maternal health advocate and Sophia Bush, Actress, Producer, Activist and Entrepreneur, thanks to sponsors DotDash Meredith, SurvivorNet and SHE Media.

The PHM HealthFront will also offer Master Classes as instructional deep dives into important issues, thanks to the support of sponsors such as PulsePoint. 

For more information about The HealthFront or Publicis Health Media, please visit the website here.

About Publicis Health Media 
PHM is the leading health media agency in the US, dedicated to connecting people with meaningful health and wellness experiences every day. By reimagining media’s role in healthcare, PHM delivers best-in-class solutions, pushing the boundaries of media through data, content, commerce and creativity.

Our teams’ spirit of innovation and genuine passion for health inspire bold and meaningful work for our clients, and we do it all with #phmlove.

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At PHM, our roles and reasons for being here are many. However, we are all connected by one thing—we’ve all chosen health.

Leyna Bradley, Project Manager, Programming & Events, is choosing health not just in the workplace, but in her personal life, by supporting Haymakers for Hope, a charity boxing program dedicated to raising money for cancer research. As part of her commitment, Leyna will compete in a boxing match this upcoming April, putting the “fight” in fighting cancer.

Here’s more from Leyna on why she decided to make this commitment and what being part of this community means to her.

I started boxing at Boxing on Broad a little over a year ago, as a way to stay in shape and get involved in my local community. I became friends with the other boxers and coaches at the gym, including my friend, Enzo who has been involved with Haymakers for Hope for a few years now. Haymakers for Hope is a foundation focused on raising funds for cancer-fighting organizations through charity boxing matches.  When I found out he would be coaching boxers to compete again this year—this time, for the Liberty Bell Brawl—I began considering getting into the ring.

The message of fighting cancer rang true for me­. I lost my grandma to cancer in March of 2023 and have another close friend currently going through treatment. Being able to challenge myself while also raising money for a cause that is so close to my heart felt like the perfect combination. I was also inspired by the stories of previous fighters who were cancer survivors themselves. With Enzo’s support, I decided to take the leap.

I wasn’t new to boxing, but my training certainly turned up a few notches to prepare for the fight. We currently train 5 days a week, with 1-2 days focused exclusively on sparring in the ring. It’s definitely a rollercoaster of emotions—some days, I leave the gym feeling on top of the world, and others I feel like I fell short. Ultimately, I do feel myself becoming physically stronger each day and more mentally equipped to push through.

The community that has been cultivated because of this cause has been nothing short of amazing. I was surprised by how many other people had the same eagerness to sign up for the experience. In addition to the five fighters I train with, we also have the support of previous fighters and others who train at the gym. On the weeks that the training schedule feels too grueling or difficult, I know I can rely on my teammates to cheer me on and give me the confidence boost I need. We talk every day and even have matching boxing glove keychains to commemorate this commitment. I truly believe I wouldn’t be able to get through the four months of hard training without them in my corner! 

I chose health to further awareness on the impact cancer has on people in their everyday lives. I believe it’s important to find niche areas like athletics to further healthcare conversations. Haymakers for Hope’s dedication to a physical fight not only brings another level of attention to the disease but also inspires people who have suffered from it to push forward. This experience so far has definitely been a challenge, but I’m proud of how far I’ve come and am honored to join this community of people fighting for a good cause. No matter what happens in the ring, I know we’re making a difference.

Connect with Leyna on LinkedIn.

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PHM was on the ground at SXSW this year, the annual conference and festival famous for the unique juxtaposition of culture meets marketing meets tech on stages across Austin.

Trendspotting across industries, CEO Andrea Palmer spoke to several audiences of marketers, espousing the lessons health can offer to organizations from any vertical.

On Friday, Andrea joined the SHE Media Co-Lab, speaking with notable panelists on “The Next Frontier of the Menopause Movement”, moderated by Galina Espinoza, Editor in Chief, Flow Space.

Alongside Dr. Jennifer Ashton, Dr. Sharon Malone, Shannon Watts and Hanneke Willenborg, Andrea spoke to the cultural change in the perception of menopause and how the industry can improve access to care. One of the forces impacting this change is the influencer marketplace—said Andrea, “The most interesting change we’ve been able to watch is the inclusion of better information and medical information being published on platforms. There are more people, like influencers, leading the conversation so people are encouraged and supported.” She added, “the age of the influencer community is widely positive thing for this particular category because it brings a human voice and a community to something that 51% of the population is going through…giving it a voice and a platform has actually done wonders.”

Affirming the impetus for brands to connect directly with the heart of human needs, Andrea joined IQVIA’s panel “Scaling the Sex & Gender Health Gap” alongside Nicole Benedetto and Dr. Shawana S. Moore, moderated by Andrew Burkus. The session explored the progress being made in reducing the sex/gender health divide in the U.S. Andrea focused on how personalized digital marketing can drive change, saying that “the data can be, should be, and is a storyteller,” from which marketers can derive rich insights, shortening the patient journey from searching to finding and thus potentially improving outcomes.

Andrea further addressed the role data plays in connecting with audiences during a fireside conversation “Why Health is Relevant to All Marketers” with Swoop CRO Katie Carr on SXSW Brand Innovators Patio Stage saying  “in health, we don’t lack data, we just have to know how to use it…in addition to identifying audiences, understanding what each touchpoint is achieving.” Wielding data with expertise is crucial, but also the timeliness of deployment, as Andrea clarified, “healthcare journeys unfold in real time, so the speed of data is critical. AI offers so much promise to reach patients where they are in that moment.”

With SXSW 2025 coming to a close, the immersion of attendees in cultural conversation offers glimmers of progress ahead, including AI as a tool for augmentation, rather than replacement, and new definitions of authenticity driving relevance for brands. For health, progress is judged not by innovation but by impact, in parting words from Andrea, “only when we understand and connect with someone as a person and not just a patient, we know we’ve done our job.”

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PHM’s own Danielle Tate, EVP has been named as one of MM+M’s 2025 Women of Distinction!

Danielle is a celebrated media expert, with more than 15 years of experience in health media. Regarded by her teammates as a dedicated leader with an unwavering commitment to excellence, Danielle consistently delivers results with an innovative approach and an eye for detail.

Congratulations Danielle!

For more on this year’s winners, head to MM+M.

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Greg Leon, Director, Programmatic

At PHM, embracing change and innovation in our day-to-day work is part of our DNA. Enter the Change Agents—thought leaders who are experts in their respective fields, helping to guide PHM and our clients through an ever-changing industry and media landscape. This series aims to highlight these thought leaders and their unique point of view as it relates to health media.

This edition’s Change Agent—Greg Leon, Director, Programmatic on how leveraging the power of Programmatic and the expertise of Video can make an impact in the connected TV space.

Connected TV (CTV) is growing and showing no signs of stopping, with more Americans utilizing the channel each year. According to eMarketer, by 2026, CTV will account for 20% of time spent with media per day by adults in the US, compared with 11.5% in 2020. This growth creates new opportunities for brands to connect with consumers and provides marketers with key measurement data that other channels cannot.

Traditionally, we buy connected tv through our Video investment teams, working directly with our partners to purchase inventory. However, as this channel increases in importance and sophistication, it’s time for an evolved, team-based approach, marrying the power of Programmatic with the expertise of Video investment. By bringing together these two powerhouse teams, we can activate on the promise of both capabilities, breaking down silos and allowing for a holistic view of how our messaging is activating across channels.

Our Video teams have a deep understanding of the CTV landscape, with vast knowledge of the partners, platforms and existing campaigns in the space. They serve a critical role in crafting the strategy and determining how our client’s brand messaging will show up in this environment. Once this strategy is developed, our Programmatic team is then able to lean into an activation mindset, bringing a hands-on keyboard approach to this channel. We can view performance of this channel alongside others, giving our teams a clear picture of how consumers are responding to messaging across many channels, in one platform, in real time.

This approach is already paying dividends in four key areas: frequency, audience targeting, savings and trust.

Frequency

Frequency issues are well-documented in the CTV space. Consumers complain about seeing the same ads at every commercial break, potentially souring their impression of a brand’s messaging due to this fatigue. For marketers, frequency issues can create missed opportunities to connect when audiences don’t have enough touchpoints. It is a balancing act to make sure we are reaching the point of recognition with our intended audience, without overexposure.

Buying CTV programmatically allows us to mitigate against both of these issues as programmatic traders can optimize in real time vs. relying on outside parties to regulate frequency. We can expand our reach by spreading our spend across channels and partners while leveraging centralized frequency/delivery settings, ensuring that no one audience receives all of our attention and making way for more people to receive and resonate with our message.

Audience targeting

This approach also aids us in determining which audiences to target, as well as where to focus our retargeting efforts. Since we are activating this key channel in one platform alongside others in our campaigns, we can overlay existing audience data on top of our performance metrics, ensuring we are reaching the ideal audience across channels and giving us a clear picture of the full user journey.

We are then tapped into all touchpoints a user has with our core messaging, enabling us to retarget and optimize subsequent messaging accordingly—whether it’s by pushing creative that may resonate better, reaching them at a time where they are more likely to engage, or targeting via alternate channels based on previous exposure.

Savings

By reaching our target audience at the right time, we can prevent impression and ad spend waste on this growing channel. Also, by bringing this channel in alignment with the others we buy programmatically, we can optimize spend in real time across all channels. This ensures that when a channel or certain targeting tactic is performing well, we can increase spend in this area and not waste valuable impressions on lower performing tactics. We are not limited to one environment, opening up the landscape to dynamically meet our audiences where they are.

Trust

This approach allows us to foster trust. Target audiences are met with the most impactful creative at the optimal time, opening them up to be more responsive to our message. Brand teams receive a deeper level of engagement with this key channel, working with one centralized, accessible team managing ad delivery across multiple channels and tactics, ultimately driving better understanding on how to activate effectively and efficiently.  Building trust is particularly important as this channel becomes a staple in many media strategies. By connecting subject matter experts in both the Programmatic and Video investment spaces, we are able to take a multi-faceted team approach to CTV—bringing the best of both worlds to this critical channel.

Connect with Greg on LinkedIn.

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