Digital Dose: LinkedIn Video Updates and New Media Study

Welcome to your dose of trending news from the digital universe, courtesy of the Spectrum Science Innovation Team. 

In this edition of Digital Dose, we’re diving into LinkedIn’s efforts to up your video content game (not to be confused with literal video games) and some key insights for pharma marketers to consider across the media landscape, from television to podcasts. 

Making it Easier to Break Through the Noise and Get Results with Video 

To help marketers stand out, expand reach and drive results with video, LinkedIn is introducing First Impression Ads, a new full-screen, vertical video format for single-day campaigns to maximize visibility during important moments. LinkedIn is also expanding CTV Ads capabilities, bringing brands to television screens and helping brands reach professional audiences off-site through premium streaming environments.  

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Why it matters: As video content continues to dominate as a preferred format for consumption, LinkedIn’s updated formats and capabilities provide brands with more opportunities to grab relevant audience attention, build trust, get creative and make a lasting impact.   

New Study: Planning the Right Media Channel Mix to Build Trust with Patients 

From l.: PatientPoint’s Linda Ruschau, Novartis’ Angelica Aguirre, IPG Mediabrands’ Melissa Gordon-Ring and Ad Age’s John Dioso at the Point of Care Upfront in New York on May 13. (David Teng/PatientPoint) 

As health care brands continue to heavily invest in media, a group of panelists discussed key findings from a custom research study on how different media channels stack up on trust, action and brand impact at the 2025 PatientPoint’s Point of Change Upfront event. The panelists explored how marketers can “navigate the growing tension between reach and credibility… by rebalancing their use of TV, social media, search and new channels like podcasts to meet patients with both relevance and trust.” Of note, though TV is still a key awareness driver in pharma, the study found that 84% of consumers “trust health information most when it’s delivered within a clinical setting”.  

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Why it matters: Maintaining trust, meeting compliance standards and connecting with patients in meaningful ways is always top of mind for pharma marketers. This study – and discussion – underscores the importance of choosing channels and partners (like influencers and digital opinion leaders) that both build connection and provide factual information to help people make important decisions about their health.  

Interested in more? Don’t miss these additional digital headlines: 

• Cancer ‘Influencers’ Using Social Media to Spread Misinformation [The Times] 

• Instagram Says Trial Reels Have Helped Creators Significantly Increase Reach [Social Media Today] 

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