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About This Document: Four executives shared their views whether personalization will cut ad spending. ICC Lowe Redshift general manager John Friedberg said messaging will not only be about treatment, but also reimbursement, regulations and restrictions. Ogilvy CommonHealth director of channel marketing Liz O'Neil said media is advancing at a rate that is practically personalized media. Spend in mass media channels is going to decline. CAHG media director Michael Palencia said they believe physician adoption of personalized medicine will have a positive impact. Regan Campbell Ward McCann VP and media director Lisa Healy said for consumer promotion there may be a drop in ads because micro-targeting is possible.

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Will personalization cut ad spending?

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