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Programmatic Targeting Series Part 3: How Does AdTech Relate To Physician And Healthcare Marketing?

Traditional healthcare advertising opportunities include everything from TV commercials and newspaper ads to billboards and radio time slots. Living in the digital age, these facets are no longer considered the most highly performing ways to get your facility’s name out there. Instead, advertising technology and other new marketing schemes are on the rise. In fact, according to research by the Pew Internet & American Life Project, 80 percent of internet browsers – or 93 million Americans – admit to searching for a health-related topics online at some point.

The internet has changed the marketing landscape for nearly every industry, and specifically, healthcare professionals are benefiting from this cost-effective option that provides better reach, improved interaction and, therefore enhanced results.

As a part of our programmatic target series, this article will dive into how programmatic advertising impacts the world of physician and healthcare marketing, and some of the other trends the healthcare industry should consider adding to their digital advertising strategy. When social and email tactics are leveraged in conjunction with programmatic targeting for display or native advertising a brand can create an impactful and efficient multi-channel marketing strategy.

Social media outlets are marketing platforms

There’s no doubt in anyone’s mind that social media has become a widely used facet in almost everyone’s daily lives. That’s why healthcare marketers should start utilizing it from an advertising standpoint. According to Healthcare Success, Facebook, Twitter, Snapchat, Messenger and WhatsApp are some of the most popular messaging apps that can be used from a marketing perspective. Specifically, these multipurpose tools allow for customer conversations in real time, encouraging healthcare professionals to commit to growing patient-physician relationships and providing such patients with the information they need with no downtime.

Email marketing is making waves

According to Patricia Reaney of Reuters, 85 percent of people across the globe connect online and communicate via email, and 6 in 10 use some form of social media.

“It is true interconnection and engagement with each other. It is not just about a message back and forth but building messages across communities and only the meaningful messages stick,” Keren Gottfried, research manager at Ipsos Global Public Affairs, told Reaney.

Healthcare marketers can apply this same insight when it comes to email marketing. It allows you to craft personalized content to patients that they can receive and read when it’s most convenient for them. The perfectly crafted email can help hospitals encourage loyalty and trust from their patients through meaningful messages.

Programmatic targeting is essential

By using software to buy digital advertising space, you can better target your audience and understand when to deliver the right message at the right time. With programmatic advertising, you can reduce the amount of time and effort wasted towards blind outreach. Instead, you’ll target a specific audience using precision with deterministic data. Healthcare marketers can benefit from this digital facet by producing useful insights in real time.

Thanks for reading part three of our programmatic targeting series. In Part 4, we’ll delve into the most valuable precepts of programmatic advertising, including real-time data, insights, scale and cost efficiency.


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