MAY-2016 – Adopting Programmatic in Healthcare
Your Monthly Prescription for Ad Industry Updates | May 2016
Review of the Annual Healthcare Communications Report 2016
The Annual Healthcare Communications Report 2016 by HealthLink® surveyed 760 physicians and nurse practitioners to determine their preferred method of communication from health science industry marketers (pharma, medical device manufactueres, insurance carriers).
Main Takeaways:
• Email remains the preferred method of communication and grows each year.
• Only 3% of respondents use social media to interact with pharma, but since more millennials are becoming healthcare providers, this percentage is likely to rise.
• Education should be the top priority for communications within the medical industry.
• Pharma needs to reevaluate the way they communicate with patients, focusing on educating consumers.
• Insurance carriers need to focus on better relationships with providers.
Mobile Trends Holding Fast Q1 2015 – Q1 2016
Mobile access on healthcare related websites in both consumer and healthcare professional segments rose steadily in the first three quarters of 2015. It decreased slightly in Q4 2015 and remained fairly even in Q1 2016.
Read the full article on Mobile Trends
Adopting Programmatic for Healthcare & Pharma Marketers
Programmatic media buying creates an opportunity for marketers to increase the effectiveness of their media spend by reducing much of the friction cost that comes with the media planning and buying process. It does this while also increasing the efficiency of that spend, often through paying less to reach the same high quality audience. Desktop and mobile display account for the lion’s share of programmatic ad buying, with additional media channels quickly following suit, including; video, social and television.
In 2015, 73% of all display ads in the U.S. were purchased programmatically, a number projected to grow to 83% by 2017.
This whitepaper explains the challenges of programmatic advertising that healthcare agencies and publishers face.
About Post Author
