Inside
Benefits of programmatic advertising: results up to 400% better
With data-driven advertising, companies can achieve up to 400% better click-through rates in B2B HCP media environments. How? With programmatic advertising. It involves data-driven ads where campaigns run automatically. This means impressions are served in real time, and users in selected target audiences are addressed within an exclusive publisher network. This Healthy Programmatic case shows how it all works.
What is Healthy Programmatic?
Healthy Programmatic (HP) is an exclusive, data-driven media buying service from WEFRA LIFE. With it, we help healthcare brands to implement programmatic display ads in front of and behind the locked area of our exclusive publisher network, an area which complies with healthcare advertising laws. With this unique offering, we help companies to appeal to healthcare professionals with relevant post-login content as part of their communications. That means ads are displayed in a targeted way only to the medical workers who the information might be relevant to. Using this method, the waste from display advertising is reduced and the efficiency of the media budget can be increased by up to 50%.
The case
One client hired us to advertise a product for combating vitamin B12 deficiency. The pharmaceutical brand wanted to appeal to diabetes specialists as well as general practitioners with display banners to attract the two medical target audiences to its content hub and activate further from there.
The usual procedure for such a project is to buy fixed brand placements at publishers A, B and C for a set period of time and on a set budget for each publisher. After launching, the desire is for the right medical specialists to see these pre-determined placements at the set time – as long as the set budget allows for it. However, the online user journey that medical practitioners take is much more complex these days, and being limited to a fixed placement on a fixed budget might result in inefficient media buying for the brands. This is because diabetes doctors also get information about other related subject areas or follow the latest general news in the healthcare industry on different websites. So, if the brand uses its media budget solely for placing ads among just a few publishers in a diabetes medicine context, it will ignore the reality of the user journey for diabetes specialists.
Likewise, not all general practitioners are ready to receive an ad message for a product or service connected to diabetes medicine. That is why, for example, identifying the general practitioners who have studied diabetes-related content recently is the key to delivering the media budget to the right specialist target audiences more efficiently. In such contexts, we help brands to identify these medical workers and, accordingly, use their media budget more efficiently.
Targeted appeals to diabetes specialists and general practitioners for more efficient media budget usage
How data-driven advertising delivers results 4x better
Thanks to our data-based ad ecosystem, we are able to receive data signals in real time through registered medical practitioners – when they are online on our premium publisher network. These signals give us information about the registered doctors’ field and/or online behaviour patterns; of course, only if they have consented to that. In other words, we know the locations where your target audience is online on our publisher network at any given moment and can display your banner in the places where they are looking.
Back to our case: based on our publisher partners’ data signals, we created target audience segments for diabetes specialists and general practitioners. We additionally enriched these segments with the behaviour patterns of the registered doctors based on the articles, magazines and training consumed by them in our publisher network.
In the next step, we identified relevant topics for the product and looked for medical practitioners who are involved in them:
- Vitamin B12 deficiency
- Metformin (active ingredient)
- Proton pump inhibitors (PPIs)
- Type 2 diabetes, blood sugar
However, it was not only this better performance that impressed our clients, as the findings from the banner A/B tests also delivered very useful answers to questions such as:
- What is the key message that interests diabetes specialists most?
- Does performance improve for general practitioners, physicians and internists when the banner mentions an ingredient
- Is there a difference in the performance of branded and unbranded banners?
All these findings can be leveraged not only for subsequent campaigns, but also to produce creative assets and content.
A comprehensive, standardised future
The digital future of B2B marketing in healthcare requires a comprehensive approach and standardised understanding to meet the looming challenges of digital marketing. The work we do with Healthy Programmatic aims to understand our clients’ target audiences better and serve their interests in an even more targeted way. Over time, we have developed an enormous wealth of experience and data. Thanks to this advertising format, other standardised advertising formats and digital metrics, we are able to extract for our clients the best results possible from their media budgets
