With roughly 40% of all media buys being programmatic, healthcare marketers have a great opportunity on their hands. Not only is programmatic the new buzzword, but it is estimated that 70% of all media buys will be programmatic in 2016. That’s significant growth over two years.
Essentially, programmatic is automated media buying that targets a distinct group of individuals based on big data (geographic, demographic, behavioral and psychographic segments).
Big data is collected through first, second and third party data from website behavior. For example, an ad network could capture basic patient intent through a your hospital’s website, then can continue to track their online behavior. All of this combined data leads to discovering prospective patients’ favorite brands, sharing habits and even reactions to healthcare news.
Based on this data, targeted ads are placed through ad networks (Google, Amazon and Facebook) and now, cable networks. This allows marketers to share the right message with the right person at the right time.
Programmatic media buying has reporting capabilities and real-time adjustment. This gives you unprecedented control over an ad or campaign’s message and helps get more value out of every ad dollar spent. For the healthcare sector, the advantages of automated marketing and programmatic media buying should not be ignored, as programmatic will continue to grow, evolve, improve and change the world of media as we know it.
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