What is programmatic healthcare advertising?
In recent years, digital advertisers, including those of us in healthcare advertising, have learned how to harness the power of internet-connected devices like Smart TVs, internet radio, TV and audio streaming platforms to deliver unified campaign messages across a variety of mediums.
This tactic, commonly referred to as programmatic advertising, is a unique and effective way to win more customers due to how adaptable, sophisticated, far-reaching it is compared to many other marketing strategies.
It’s adaptable in that you can make real-time adjustments to many elements of your campaign, including your bids. You can increase the relevancy of your message in sophisticated, unprecedented ways due to the immense amount of consumer data at your disposal.
And programmatic healthcare advertising is far-reaching, because your message goes just about everywhere your target market does.
But how does it work, you might wonder? Let’s get into it!.
How does programmatic advertising work?
Most programmatic advertising engines run on what are called DSPs, or demand-side platforms. A DSP is sophisticated, specialized software that gathers and organizes large amounts of user and publisher data so that you can buy ad impressions in real time.
DSPs can be sorted into two distinct categories:
- Full-service
- Self-service
With a full-service DSP, the DSP software manages every aspect of the campaign, including budget allocation.
With Self-service DSPs, a programmatic advertising expert manages the campaign and is responsible for making key decisions about its performance.
Formada’s healthcare programmatic advertising service is the latter, where our programmatic specialist manages your campaign on your behalf to ensure the best possible ROI.
Even with self-service DSPs, much of the process is automated, but many critical aspects are not. Since it’s our commitment to manage your budget as though it were our own dollars being spent, we do not believe in a “set it and forget it” approach to marketing your business.
No, when you invest in programmatic advertising, it is essential to have a programmatic advertising specialist who can give your campaign structure, monitor the data to assess your options, and to use that data to refine your campaign’s performance.
With programmatic advertising’s endless stream of user data, our specialists can target consumers precisely where they are in their buying journey with messages that are relevant and actionable.
Does this sound kinda similar to paid search advertising? That’s fair, because there are similarities. But while paid search advertising can be incredibly sophisticated, programmatic advertising represents another world of sophistication entirely, one where programmatic specialists can use real-time data to assess, refine, and push updates across your campaign’s audio, video, and desktop assets.
What does this mean for your audience? A more relevant message. What does this mean for you? A better ROI!
Why programmatic healthcare advertising matters to you
Programmatic advertising is efficient and effective
Media buying, especially without having the right experience or resources, is a huge responsibility. How do you know if you’re getting a fair price or even placing ads in the right spaces?
But programmatic advertising, especially when you have a specialist working on your organization’s behalf, means that you’re working with a variety of relevant publishers and mediums simultaneously, sharing a consistent, relevant message while getting the best possible investment for your ad dollars.
You’ll have more control over your ad placement
Sometimes, your ad ends up in places you don’t want it. Maybe it’s a program or podcast that doesn’t align with your business. Maybe it’s just a bad fit. But with programmatic healthcare advertising, you have near-granular control over where your ads appear. Your brand is safer than ever before.
You’ll have endless opportunities to refine your campaigns
With every data point is an opportunity to learn more about your audience and what they want from your business. With this near-endless stream of data, you can make relevant messages for every division of your audience no matter where they might fall in their decision making process.
The key to your advertising success? The right partner!
Marketing is an art and a science. We believe that much to be true. But that doesn’t mean you should just trust the process without knowing what your dollars are doing to grow your business.
You deserve a partner that will set expectations early on, and take the time to get to know your business, the needs of your customers, and understand what your idea of success looks like.
Our recommendations are based on what your business needs to grow, not on what’s the newest or trendiest options. What is going to be most effective for you is where our focus lies.
We’ve tested a variety of different DSPs, created several campaigns for many different types of clients, and used those results to inform our opinion on programmatic advertising.
And our conclusion is that programmatic healthcare advertising is a pretty amazing advertising tactic! It’s a big differentiator, and it can certainly give you a competitive edge. Few other tactics can help you learn so much about your audience while also so efficiently spreading your message across the media landscape. If your goal is growth, then programmatic advertising is worth considering.
Formada is your digital marketing solution
At the end of the day, our goal is to take some of the weight off of your shoulders, to help you connect with more of the people who would benefit from your products and services, and to help you create the kind of growth you need to achieve your goals.
Essentially, we’re an extension of your team. An extension that understands the importance of clear communication, efficient and effective campaigns, and actionable reporting. An extension of your team that creates significant business growth.
So if you’re ready to learn more about programmatic advertising and how it can help your healthcare organization achieve its goals, then please contact us today.
Our team of specialists offers critical healthcare marketing services like programmatic advertising, website design and development, content strategy, social media advertising, and more. Why wait? Your consultation is free! Contact us today.