Mark Jones
Head of Sales | Perform Media
Mark Jonessecurehost2026-02-27T17:52:50+00:00
February 2026
In this DHCG Disruptive Dose, Mark Bard speaks with Mark Jones, Head of Sales at Perform Media, about evolving performance marketing beyond direct-response tactics in pharma. Jones emphasizes that performance marketing means proving effectiveness across the entire patient and HCP journey through measurable outcomes, not just last-click attribution. He discusses adapting performance principles from consumer sectors while accounting for pharma’s long consideration cycles, regulatory constraints, and multi-stakeholder decisions. Jones explains shifting from vanity metrics to meaningful business outcomes, applying performance rigor to awareness campaigns, and establishing measurement frameworks that balance short-term signals with long-term brand building in contexts where prescription decisions involve patients, physicians, and payers.