Healthcare Programmatic Advertising

hospital lobby signageHealthcare programmatic advertising has been around for several years, but marketers are just now starting to discover this technology’s unique ability to efficiently and effectively connect with specific individuals based on their real-world digital behaviors. More precisely, programmatic advertising in healthcare settings allows a healthcare advertiser to target consumers during a specific life event, like visiting or being treated in a hospital.

In this guide, you’ll learn everything you need to know about programmatic advertising and why it should be an active component in your digital marketing strategy.

What is Programmatic Advertising?

Programmatic advertising is an automated process in which advertisers can purchase ad space across a variety of digital properties. When programmatic advertising is applied in the healthcare industry, it allows businesses and medical marketers to best utilize user behavior, so it can display relevant ads to anyone who has searched for, or interacted with, online content related to the services being provided.

With programmatic advertising, marketers can effectively target their ideal audiences by using one or more of the following tactics:

  • Audience targeting based on audience gender, income, age, interests, etc.
  • Cross-device targeting via on-site digital displays, mobile, laptop, tablet, etc.
  • Contextual targeting (relevant ads are shown alongside related content)
  • Behavioral targeting based on audience shopping habits, website interactions, product interests, etc.
  • Geotargeting
  • Retargeting

Why is Programmatic Advertising Important?

Prior to digital marketing technology, most healthcare companies and businesses relied mostly on traditional offline advertising channels to increase brand awareness and generate revenue. While these tactics still have a place in most advertisers’ strategies, the modern healthcare consumer expects to be provided with an online experience that delivers greater access, more options, and more flexibility.

This means that advertisers need to alter their online marketing efforts and increase their digital ad spending to meet these consumer expectations if they want to compete in the current landscape.
Healthcare programmatic advertising is one of the most effective ways to accomplish this goal because it is especially designed to deliver:

  • Greater Ad Efficiency: Programmatic advertising streamlines marketing processes into a single, easy to use platform. This allows it to reduce campaign launch time and provide brands with greater visibility across millions of quality sites. This exposure produces an audience reach that is wider and much more diverse than what manual processes can deliver. Programmatic advertising also promotes greater ad efficiency by allowing marketers to collect better insights, which can be used to leverage consumer behavior.
  • Higher ROIs: Because programmatic advertising allows advertisers to analyze real-time reports and up to the minute analytics on ad performance, including average cost-per-bid and average cost-per-click, brands can optimize their campaigns to lower their overall advertising costs and this ultimately translates to higher ROIs.
  • Improved Transparency: Programmatic advertising makes it possible for brands to see actionable campaign data in real-time, thus improving campaign transparency across the board.

To find success with healthcare programmatic advertising, you need to partner with a professional agency with the expertise to give you the resources you need to develop, monitor, analyze, and optimize your digital advertising campaigns. At Innovare Medical Media, we can help you achieve these goals and more.

If you want to learn more about programmatic healthcare advertising, contact Innovare Medical Media today at 866-887-2207 or submit an online contact form and one of our agents will be happy to assist you.

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