05 Apr Target more precisely – with digital programmatic advertising of healthcare products and services

Now, more than ever before, you can effectively engage and convert HCPs and consumers. As part of a multichannel marketing strategy, you now have access to a powerful healthcare marketing tool that can help you precisely reach the right audience at the right time with the right message.

Precision programmatic targeting lets you create highly personalized digital ads that drive customer engagement and conversions.

That’s why programmatic now accounts for 46% of the total healthcare advertising spend—surpassing even TV ads.

A programmatic primer

Programmatic ad campaigns use data-driven algorithms to plan, purchase, and place online ads in real time through a bidding process. Each transaction takes a millisecond.

It involves targeting specific audiences by analyzing their internet behavior, interests, and demographics. And uses artificial intelligence (AI) to optimize ad content, placement, and timing to reach people on their mobile or desktop devices at work, home, and conferences. The more you know about your audience, the better you can create personalized, relevant ads

Ways to precisely target healthcare professionals

Precision targeting in healthcare advertising allows you to reach specific professionals based on criteria including:

•  NPI (National Provider Identifier) codes

•  Medical specialty based on your audiences’ primary and secondary specialties

•  Clinical behavior such as prescriptions, diagnoses, and procedures using CPT (Current Procedural Terminology) and HCPCS (Healthcare Common Procedure Coding System)

•  Competitor CPT codes to identify the services or procedures your competitors gravitate to

•  Location of practice and point-of-care facilities

•  Online behavior using consumption, behavioral, and psychographic segmentation

Ways to precisely target patients

•  Create and target contextual keywords

•  Pinpoint and target website pages featuring content about relevant health conditions and treatments

•  Target populations based on healthcare condition, search behavior, treatment, interest in OTC therapies, and point of care

Ways to precisely target both

Demographic targeting

Target based on people’s age, gender, occupation, education level, parental or marital status, income, and location.

Behavioral targeting

Use real-time data to analyze your healthcare audience’s website browsing habits, such as search terms, sites visited, purchase histories, and click-throughs. So, for instance, if you are marketing a treatment for sleep apnea, you can target people who visited related websites and customize ads that are more likely to resonate with them.

A note: behavioral advertising uses third-party cookies to gather information, which is becoming increasingly unpopular due to privacy issues. Lately, marketers are trending toward contextual targeting…

Contextual targeting

Rather than targeting people’s behavior, contextual targeting focuses on keyword targeting and website content. Your ad is only served to websites that feature content that’s relevant and related to yours. So if a website features an article about sleep apnea, your sleep apnea product ad will appear there.

Geofencing

Geofencing is an innovative location-based technology that gives you the power to precisely target patients, caregivers, and HCPs with personalized ads and deliver them to target audiences online on their tablet or phone at a hospital, clinic, doctor’s office, health fair, medical conference, or other location.

Precision targeting via multichannel marketing

Thanks to programmatic advertising, we now have access to a huge, diverse roster of ad exchanges, networks, publishers, and platforms. So you can reach patients and HCPs with targeted, truly personalized messages through a variety of channels, such as:

Connected TV (CTV) connects to the internet and lets users stream their favorite movies, shows,  and other digital content. Examples of CTV include smart TVs, gaming consoles (PlayStation, Xbox), and streaming devices like Apple TV, Roku, Google Chromecast, and Amazon Fire TV Stick. It’s estimated that more than 200 million Americans use CTV devices.

Over-The-Top (OTT): Think Netflix, Hulu, Amazon Prime, Disney+, Peacock, YouTube TV, Sling TV. Viewers pay to stream shows via the internet—no cable box or satellite service needed. How big is the audience? More than 60% of Americans have an OTT subscription.

Facebook/Instagram/LinkedIn ads: These appear in news feeds, stories, or Facebook Messenger. They offer rich demographic data for precise targeting. We know consumers visit these sites. But HCPs? Research reveals that more than 90% of physicians use some form of social media!

Display advertising can reach a wide audience across multiple platforms. Examples include:

•  Banner ads appearing at the top, bottom, or sides of websites

•  Interstitial ads covering the entire screen that appear before or after the main content

•  Rich media ads featuring video, audio, or other elements that encourage viewers to engage with your ad

Display ads are also used for retargeting audience members who have engaged with your advertising, website, or landing pages previously.

Video ads: These play before, during, or after user-selected video content on platforms like YouTube, Facebook, and Instagram. Video ads get 6x more engagement than static display ads.

DOOH (digital out-of-home) advertising: Target your audience while they are on the go via digital ads on billboards, at bus stops, in stores, on elevators, at gas stations—just about anywhere. And you can place DOOH ads precisely where your target audience is.

The advantages of precision targeting

Saves money

Traditional advertising—TV commercials or print ads—can be costly and reach audiences that may not have an interest in your product. Programmatic ads target only relevant audiences.

Enables personalization

You can tailor ads specifically to your audience, which increases engagement and builds awareness of—and loyalty to—your brand.

 Saves time

Programmatic streamlines the entire process of purchasing, selecting, and negotiating media—all in a fraction of a second.

Ensures real-time optimization

Traditional advertising can sometimes be difficult to quantify. With programmatic, metrics are available in real time. So you can quickly gauge the effectiveness of your campaign and make any changes if needed.

Drive awareness and sales with precision

Targeted programmatic advertising is the proven method to ensure your audience receives personalized ads with relevant messages that drive awareness and sales. And does so with unparalleled efficiency and cost-effectiveness.

Bryant Brown Healthcare specializes in all forms of healthcare marketing, including targeted programmatic advertising, to help brands connect with healthcare professionals and consumers. For a complimentary consultation, please contact us.