News Summary:
On September 30, 2026, Alliant published insights on "Early Bird Shoppers," highlighting that a distinct group of consumers begins holiday buying well before Black Friday, emphasizing the importance for retail and CPG marketers to understand these shoppers to capture the early-buying window. Previously, on September 16, Alliant noted that predictive audience data allows marketers to reach winter travelers early, before they book, influencing their destination and purchase decisions. On the same day, the company discussed how custom audiences bridge the patient and provider data divide for healthcare and pharma marketers, who typically separate direct-to-consumer (DTC) and healthcare professional (HCP) strategies. Earlier, on September 15, Alliant identified "Five Unique HCP Personas" for marketers, including a young, values-driven provider motivated by brand values and social responsibility, suggesting visual platforms and messaging focused on transparency or ethics. This followed Alliant's point of view from Fierce Pharma Week 2026 on September 9, where it argued that "depth, not volume," is crucial in healthcare marketing, underscoring the need for people-based context around existing claims, CRM, and NPI data.
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