5 Health Tactics for Programmatic
The digital healthcare industry is growing and programmatic advertising is playing a key role in this growth. The market for healthcare advertising is expanding and becoming more reliant on digital distribution. There is no doubt that there is a rising demand for healthcare, particularly for elective procedures. Marketers in this sector should pay attention to this upward trend and figure out how to profit from this expanding market. Programmatic advertising platforms offer a more effective ad-buying or ad-selling process even in the absence of data that enables better targeting. Before those platforms, for instance, ad buyers within a business would need to interact with some different systems and parties to guarantee that the right creative assets appeared within the right digital channels. Programmatic platforms, however, offer a wide variety of features that span the entire publishing and buying workflow, giving ad buyers and sellers a one-stop shop for everything from buying to bidding to analysis.
Programmatic advertising in the healthcare sector enables businesses and medical marketers to take advantage of user behavior and show pertinent ads to anyone who has looked up or engaged with content about the services they offer. Healthcare executives have access to a wide network of pertinent publishers through programmatic digital advertising, a form of data-driven marketing that also gives them complete visibility over their campaigns. If you’re a healthcare marketing manager then you must consider any of these strategies to continue progressing in your business.
1. Contextual Targeting:
In contrast to traditional targeted advertising, contextual advertising displays ads based on the keywords and content of the web page rather than the user’s behavior. Contextual targeting is used to make the process easier and the ads are displayed on web pages based on the content of those pages rather than information gleaned from online consumer behavior.
Contextual advertising enables marketers to build individualized user experiences while striking the ideal proportion of scale and relevance. With the help of this targeting methodology, sellers can choose which online users to target based on the content they are reading, ensuring that users are gathered at the appropriate moments. For instance, someone looking for ways to relieve their chronic hip pain might look online for possible treatments. A hospital that specializes in hip replacement surgery can use contextual advertising to target the context of the topic being read by using the keyword “remedies for hip pain.” This way, ads for elective surgeries that can help a user treat his chronic pain show up on pages that are relevant to him at the right time.
There are 6 pillars of contextual targeting in health advertising. These pillars are as follows:
- Chronic Disease (IBS):
Contextual Chronic Disease Targeting options for Programmatic Advertising Campaigns and Managed Services Campaigns are abundant with Healthy Ads. In order to achieve scale, our Chronic Disease Targeting is built using keywords that are essential to the targeting option. Depending on the needs of your campaign, you can use our Chronic Disease Targeting in a variety of ways, including individually or in groups.
- Medical Condition (Asthma):
Healthy Ads provides the option to place advertisements next to articles about asthma or to visitors who have previously browsed blogs or articles about asthma. We are aware that people who read articles about asthma either think they have the condition, have had a diagnosis, or know someone who does. Our Realtime Asthma Targeting feature enables advertisers to display their ads next to web pages about asthma as the researcher browses the page. This is the best way to promote asthma treatment options. This kind of contextual targeting can be used with our Managed Supply, Curated Supply, and media plans through Managed Services.
- General Health (Blood Pressure):
Contextual General Health Targeting options for Programmatic Advertising Campaigns and Managed Services Campaigns are abundant with Healthy Ads. In order to achieve scale, our general health targeting is constructed using keywords that are essential to the targeting option. Depending on the needs of your campaign, you can use our general health targeting in a variety of ways, including individually or in groups.
- Healthy Lifestyle (Nutrition)
The ability to target people who have recently looked at nutrition-related content over the previous 30 to 60 days is provided by our Nutrition Audience Targeting. In comparison to our Realtime Targeting option, this offers a significantly larger scale. Advertisers can run their ads alongside nutrition-related webpages using our Realtime Nutrition Targeting option while a researcher is viewing the page. This is the best way to market different nutrient-dense foods, beverages, and supplements.
- Infection Targeting:
With Healthy Ads, you can target a variety of infections, such as bacterial, fungal, and viral infections. In order to achieve scale, our infection targeting is constructed using keywords that are essential to the targeting option.
- Sports Targeting:
For Programmatic Advertising Campaigns and Managed Services Campaigns, Healthy Ads provides a variety of sports targeting options based on Contextual. Our sports targeting is developed utilizing keywords that are essential to the targeting option while being sufficiently broad to achieve scale.
2. HCP Targeting:
Online healthcare professionals can be easily reached by using contextual targeting. A great way to reach your target Health Care Professionals (HCP) is through professional medical and health websites and blogs that focus in-depth on particular health conditions and offer content on professional development seminars. When advertising a medical product, it is simple to focus on the first professional who would use it. However, think about how wide a market your product should serve and focus on as many professionals as you can who might find it useful. Also, take into account who targets and purchases new medical supplies and first aid equipment in the workplace.
3. Patient Targeting
Taking advantage of website visitors or former patients who haven’t visited recently. To target patients, use retargeting and first-party data targeting. Advertising that focuses on patients is more than just a trend in the healthcare industry. Even before they schedule their first appointment, it’s a very effective way to draw in new clients while also helping the existing ones.
4. Precise Geo-Targeting at the Zip / Postcode:
Healthy Ads has the capability to target users in the immediate area. Our ad server, Xandr, uses reverse-IP lookup against a third-party database of geolocations to locate IP addresses for Healthy Ads’ geotargeting (previously known as Appnexus). Many ad servers, including Xandr, use the industry-standard data provider Digital Envoy. Every week, Digital Envoy updates the geolocation information on Xandr.
5. Target Health Websites
We target health websites which are curated by our staff. Moreover, you can also describe the specific websites that you want to target for your advertising campaign. Healthy Ads has already compiled a list of famous domains for targeting healthy websites. Depending on the needs of your campaign, you can use our targeting in a variety of ways, such as individually or in groups
