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Is programmatic advertising right for your healthcare company?

By March 1, 2022March 2nd, 2022No Comments

Programmatic advertising can be a bit of a black box to those not well-versed in digital marketing (and even those who are).

But simply put, programmatic advertising is the automated transaction of buying and selling media online to highly targeted audiences. These ads can take the form of traditional banner display ads, video, out-of-home media, connected TV, mobile apps, and more.

Why should healthcare technology companies use programmatic advertising?

Like intent data, programmatic advertising isn’t for everyone but is more approachable than you might think.

Here are five reasons healthcare marketers should consider using programmatic advertising:

1. Budget-friendliness
With programmatic advertising, healthcare and life sciences companies have the opportunity to target prospects with the right message, at the right time, and in the places they are most likely to take notice.

With access to an incredible amount of data and analytics, the ability to reach highly targeted individuals most likely to convert is unparalleled.

Smaller ad budgets can be effective with programmatic, though loosening the purse strings can increase the program’s reach and success. As with anything, spend is a variable you should test.

2. Real-time data and insights
Everything is real-time with programmatic, including data collection, which can give you incredible business insights. These insights allow you to adjust your advertising campaigns accordingly across all channels and mediums. When used wisely, programmatic learning can boost your marketing prowess across the board.

3. Transparency
While finding meaningful insights in your various digital and social dashboards can be a bit of a needle/haystack situation, the deep insights built into programmatic platforms can offer unmatched reporting down to the smallest detail.

With the help of an agency partner, you can apply the data to improve programmatic performance and all other marketing efforts.

4. Multi-channel reach
The ultimate goal in digital marketing is to reach your desired or prospective customers where they are online, not where you think they will be.

Where these customers are at any given time could be browsing a website, streaming a show, listening to music, or playing a game. Programmatic platforms allow you to reach far and wide across all channels your targets use.

5. Artificial intelligence
Aside from robust targeting options, this is the bread and butter of programmatic. Healthcare marketers can dissect and process billions of data points in the campaigns to find commonalities, high converters, unexpected similarities, and audience connections.

Programmatic does the job of a full-time media planner/buyer—and then some—by utilizing deep data to provide daily campaign optimizations to strengthen performance.

Overall, programmatic advertising offers healthcare marketers many benefits over traditional advertising opportunities. It allows a more efficient way to advertise to specific target audiences, creating greater reach, deeper insights, and new business.

Partnering with an experienced healthcare marketing agency to help you implement a programmatic advertising campaign can make all the difference.

Let’s talk about your advertising goals.

Brian Shilling

Author Brian Shilling

Brian is our Executive Vice President of Client Operations with experience leading diverse teams of marketers and designers in strategic marketing, content creation, and crafting comprehensive messaging and positioning platforms for our healthcare and tech clients. To learn more about Brian's experiences and qualifications, visit our leadership team page.

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