17 Jan The power of programmatic: microtargeted digital ads in healthcare marketing

Some people believe that the Golden Age of Advertising was during the Mad Men era of the 1950s and 1960s. We beg to differ.

It is today. And it is thanks to digital programmatic advertising.

Programmatic has revolutionized the way healthcare marketers—medical device, medical diagnostic, and pharmaceutical companies plus hospitals and health systems—advertise and promote their brands.

Sam Bryant, Bryant Brown Healthcare partner, says, “Digital programmatic advertising strategies effectively, cost-efficiently, and accurately microtargets your audience with relevant content. And permits you to track—in real-time—the effectiveness of your campaign so you can make any changes, if necessary.”

What is digital programmatic marketing?

Programmatic is a method of advertising that uses automated software to plan, purchase, place, and optimize ads in real-time.

This type of advertising involves targeting specific audiences by analyzing their internet behavior, interests, and demographics.

It uses artificial intelligence to optimize the ad content, placement, and timing to reach people on their mobile or desktop devices at work, at home, at conferences and elsewhere.

Digital programmatic marketing is also versatile and can be used on various digital platforms, including websites, social media, video streaming services, and mobile applications.

Why is it effective in healthcare marketing?

Marketing managers in healthcare need to be innovative to communicate their brand differentiation with messages tailored to their target audiences.

Because most people spend so much work and free time online, digital programmatic ad campaigns have emerged as a powerful tool in the healthcare sector.

By using real-time data analysis, advertisers can target specific patient segments or healthcare professionals with customized ads.

Customization helps ensure better engagement, more leads, and higher conversions.

What makes the potential ROI on programmatic so good?

One of the key benefits of digital programmatic advertising in healthcare is its ability to generate a higher return on investment (ROI). By analyzing real-time data and continually optimizing campaigns, marketers can ensure that their ads are being shown to the right audience, at the right time, and in the right format.

This data-driven healthcare marketing approach helps streamline your advertising efforts while reducing waste and optimizing your ad spend.

In addition, digital programmatic advertising allows for better targeting and more precise tracking of performance, which can provide valuable insights on how to improve future ad campaigns.

What are the best practices for digital programmatic marketing in healthcare?

When it comes to digital programmatic advertising in healthcare, there are a few best practices to consider:

•  Use a reputable platform that prioritizes privacy and follows the appropriate data protection policies

•  Have a clear understanding of your target audience and tailor your ad content accordingly

•  Ensure that your messaging is clear, concise, and resonates with your targets

•  Closely track your campaign’s performance and adjust where necessary to ensure that it remains cost-efficient and effective

Put the power of programmatic to work for you

Digital programmatic advertising builds awareness of your brand by accurately targeting your audience with relevant messages on any device, anytime, anywhere. With potentially high ROI.

Bryant Brown Healthcare specializes in all forms of healthcare marketing, including digital programmatic advertising. For a consultation, please contact us.