As a healthcare marketer, how well do you know the online habits of your target audience? For example, are they more likely to visit websites about gardening, sporting goods or fashion? What news sites do they read, and which social media outlets get most of their attention?
Maybe you already have those answers, maybe you don’t. Either way, how will that information drive your media plan? Savvy marketers understand that today’s targeting options have evolved far beyond site-specific media buying, the traditional method of casting a wide net across a narrow field of websites where you most expect to find your targets. Now you have programmatic media in your toolkit – the smarter way to reach target audiences wherever they live, work and play online.
Choosing the Path to Better Results
Programmatic media buying (a.k.a. audience-first digital media targeting) uses real-time and historical trend data to message the right audience in the right environment at the right time. There’s a reason it dominates the world of digital advertising: With its highly sophisticated algorithms and data integration capabilities, programmatic media finds and reaches your targets wherever they are, and with pinpoint precision compared to traditional media buying.
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When it comes to programmatic media buying, look for experts who are driven to advance your advertising goals. For our clients, we partner with the HIPAA-compliant firm Goodway Group, combining their expertise in digital media with our expertise in healthcare marketing, branding and advertising. Through this partnership, we fuel advertising campaigns that drive higher engagement, stronger share of voice and greater market share.
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On Track to Peak Performance
Programmatic media buying establishes the ability to drive and track lower funnel and high value activities, producing real-time performance insights that enable optimization throughout the campaign. Such insights allow you to understand how many impressions it takes to prompt a user to visit your site, and how long it takes the average user to get to your site after their first exposure to your message.
These and many other campaign performance data points are powerful but often highly detailed – another reason why it’s important to partner with experts. At our firm, we analyze and package must-have insights into simple dashboards that continuously inform multimedia online ad buying. In addition to web traffic, digital campaign results, SEM performance, organic social media campaigns and more, our reports include observations and recommendations for improving key drivers moving forward.
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From programmatic media buying to competitive media market profiling and every level in between, harness the power of data to illuminate your path to success. To learn more about what we do in healthcare marketing, branding and advertising, visit our services or contact us.
About the Author
Julie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.