Programmatic Targeting Series Part 4: Valuable Precepts of Programmatic Advertising

Programmatic Targeting Series Part 4: Valuable Precepts of Programmatic Advertising

2018-09-10T15:47:21+00:00 September 19th, 2018|Healthcare Marketing|

There’s no denying how advantageous programmatic advertising can be to physician and healthcare marketing. It’s the foundation that allows marketers to reach their target audience of patients, optimize claims processing and understand when it’s best to execute their marketing campaigns with an approach that’s less labor intensive and more AI-driven.

But which conventions of this marketing tool make it such a golden opportunity? As a part of our programmatic target series, this article will dive into the most valuable precepts of programmatic advertising and how they relate to the healthcare sector:

1. Real time data and insights
Advertisers and marketers using traditional schemes for promotion may find it difficult to capture the most timely, relevant data. With the automation of programmatic advertising, however, marketers are enabled to gather and analyze data in real time. This means they can draw raw, applicable insights while a campaign is in action. This makes it easier to determine whether a marketing strategy is working, because marketers can essentially track the efficiency of a campaign as it’s happening. This provides an inside look into what’s working and helps advertisers better understand their target audience to cater to the wants and needs of consumers, or in this case, patients.

Marketers can collect real-time data with programmatic advertising.Marketers can collect real-time data with programmatic advertising.

2. Scale
Traditional advertising can hinder on the amount of people a marketer can reach. With programmatic targeting, the target audience becomes much wider, according to tech entrepreneur and investor Vadim Rogovskiy.

“Programmatic technology can also deliver results on a large scale” Rogovskiy wrote for Forbes. “With this technology, brands get the opportunity to reach out to more people, while retaining high engagement and conversion rates.”

According to a report by the International Telecommunications Union in the U.K., 3.2 million people use the internet on a global scale. That means marketers have the opportunity to find and target a large group of consumers relevant to their customer base.

3. Cost efficiency
Marketers can benefit from programmatic advertising when it comes to expenses as well, as it’s traditionally a fraction of the cost of a direct advertisement purchase.

“Programmatic targeting is a fraction of the cost of a direct advertisement purchase.”

“In terms of cost efficiency, programmatic actually helps advertisers and brands extend the boundaries of limited ad budgets 10 to 20 times farther– which is conducive for small to medium-sized marketers,” wrote Sabrina Blaustein of Katana Media.

Because programmatic advertising saves time and energy marketers put into their ad campaigns, it’s also saving them money. Improved efficiency reduces operating costs for advertising efforts and allows marketers to make better use of their time, dedicated directly to the consumer to improve campaigns with real-time insights.

Ultimately, physician and healthcare marketers can save time, increase their reach and make use of relevant data to ensure patients are receiving the most valuable, personalized care possible.

Thanks for reading part four of our programmatic targeting series. Next time, in our last segment of the sequence, we’ll cover data modeling and probabilistic data approach. We’ll also discuss the newest programmatic targeting solution by Healthlink Dimensions.