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Data management programs enabled with technologies have completely changed the way in which marketers buy media today. A growing number of companies are embracing technologies that facilitate media transactions in real-some time and with a granular level. Programmatic buying ecosystem is in the core of this revolution and has triggered a paradigm shift from medical practice marketing buying to targeted ad placements based on user behavior.
Programmatic buying means sale and purchase of media live in a automated manner through software and algorithms. Automation is real time and accurate to such extent which it not merely saves time but in addition improves efficiencies regarding ROIs and reaching a target market with laser-guided precision.
While Programmatic buying has not yet yet taken the healthcare domain by storm, a buzz round the topic has begun getting louder lately.
Media buying in healthcare quintessentially is completed in a normal manner through sales teams approaching publishers either offline or online and then go using a long process RFQs, negotiations, preparing artworks and specs modifications, purchase indenting, vendor onboarding and ultimately releasing payment. And all this convoluted process has to pass through just before the ad is even published. Hence there is a lag between purchase intent and actual media release. And that is certainly what Programmatic is good at solving.
Just how does Programmatic buying works and why hasn’t it caught the imaginations of healthcare marketer yet? We will dig into details.
How exactly does Programmatic Buying Works? The Programmatic Ecosystem
First, allow us to understand some commonly used terms utilized in the Programmatic Buying world as well as exactly how the Programmatic ecosystem actually works.
Each time a user clicks on an internet page containing a promotional space on it, the publisher from the website sends a cookie to user’s browser (Chrome, Internet Explorer, Bing… whichever).
Exactly what is Cookie: Cookie, in simple terms, is really a small data file that is sent from publisher’s web server to user’s web browser which serves to determine user’s identity
Just in case an inventory (advertising space on the webpage) is on the market, it triggers a request from publisher’s Ad Server for their Supply Side Platform (SSP) to fill the Ad slot
Meaning of SSP: You may think of Supply Side Platforms (SSPs) just like a library or storehouse of Ad Inventories accessible for placing your advertisement. It really is a platform that connects sellers (websites, blogs, directories etc.) with buyers or advertisers who compete against one another for available Ad space.
Some of the well-known supply side platforms are AppNexus, PubMatic, AOL or Google’s DoubleClick Ad Exchange.
SSP then issues a bid request to Demand Side Platform (DSP). This bid request contains specifics of the person who is going to begin to see the Ad like her demographic profile, browsing history, etc. This info helps DSPs to help make a well informed decision with regards to a user before making a bid.
What exactly is a DSP? : Demand Side Platform or DSP, since they are referred in programmatic world, is actually a doorway to acquire advertising space in an automated fashion. Imagine DSPs as advertiser’s gatekeepers who matches inventories with buyer’s marketing objectives. DSPs make bidding decision on the part of a buyer after evaluating parameters like publisher’s profile, ad placement, a floor cost of available impression, etc.).
A number of better-known DSPs include DoubleClick Bid Manager by Google, AdMission, MediaMath etc.
Based on the algorithm, DSPs assesses inventories to figure out how valuable the impression is and whether to be involved in the auction with respect to an advertiser. If DSP decides to participate in in bid auction, it sends a bid response returning to SSP
SSP gathers all bid responses and picks a winner in line with the second-price auction, this means, the one who bids slightly on top of the second highest bidder.
SSP notifies winning DSP and the DSP, therefore, sends Ad serving code to SSP. Finally, SSP passes on Ad serving code to user’s browser and renders the Ad. The Ad will be served and also other content on the webpage.
And these steps occur at a lightning speed behind end even though the page loads!
Forms of Programmatic Buying
Programmatic Buying, as you may know now, is automated buying of ad space with a web page. You will find fundamentally 2 kinds of programmatic buying dependant upon whether or not the ad space or inventory is bought through auction (Auction based) or if you are paying a set rate for the publisher (fixed price).
Open auction: This will depend on real-time auction-based bidding. Most prevalent of most programmatic buying
Invitation-only auction: This too is auction-based but bidding is restricted to select advertisers selected by a publisher. More premium inventory sold with a higher price. Some publishers give ‘first look’ benefit to some advertisers before ad space is visible to others
Unreserved set rate: Pricing is prefixed but no ad space is scheduled aside in advance
Automated guaranteed or Programmatic premium: It becomes an automated process of buying guaranteed ad space that doesn’t involve an auction, where prices are prefixed and impressions are guaranteed. Generally, this kind is most premium of all.
Scope of Programmatic Buying in Healthcare
Programmatic marketing has not taken health care industry by storm yet by any stretch in the imagination, especially so in India. Even if this marketing phenomenon is discussed in marketing conferences and agency boardrooms however its role remains to be limited to lexicons and concept as an alternative to on actual spending of advertising dollars. Out of your global spending of USD 22 Bn on Programmatic buying in 2015, spending in India was really a mere USD 25 M making it just above 1% share (Source: Media Global report cited in eMarketer )
By 2018, it’s projected the medical industry will spend $2.2 billion on digital media. With roughly 40% of media buys being programmatic, healthcare marketers have got a great opportunity on his or her hands. Not just is programmatic the brand new buzzword, however it is estimated that 70% of media buys will probably be programmatic in 2016. That’s significant growth over a couple of years.
Healthcare media buying in India continues to be predominantly carried out by traditional spray-and-pray, at best loosely targeted media campaigns involving humans (read- sales team) that negotiate with publishers or media agencies to buy ad space or inventory. Programmatic buying, alternatively, allows precision and previously unthought-of granularity to arrive at target customers with better engagement and reduce costs. Let me present some actual life scenarios to give home the impact of Programmatic Buying dental marketing consultant.
Imagine you will be visiting nearby pharmacy store to buy sugar control medication after doing a little online search about medicines dosage and negative effects. Suddenly your smartphone buzzes. Curious to know, you check your inbox and discover email message inviting anyone to go on a free diabetes check-up in a Clinic only a block far from where you are.
Almost scary, isn’t it! Well, this is just what Programmatic can do. It reaches your predefined customers or audience with the right moment with a right message. And all sorts of this takes place in milliseconds inside an automated fashion, because of footprints, or say Cookies, you left while searching the world wide web.
Programmatic buying has evolved the approach from rendering same advertising message to millions of customers to creating a unique message for individual customers depending on her need right then of your time. A evidence of concept for this may be how medical health insurance may be bought using a Programmatic platform.
When you were renewing health care insurance policy online for the parents, an advertisement banner flashed across your laptop screen proclaiming to supply better coverage with accessories with a lesser premium. The message is indeed timely and apt that you might not resist but clicking the ad. It feels that ‘someone’ is following your foot trails online. It appears there should indeed be ‘someone’ that follow users to provide messages that are very apt and timely.
In ways, data analytics is definitely the lifeblood of automated buying. Although an enormous level of details are gathered inside the medical industry, for example, a hospital, almost no of it is utilized effectively to create effective data-driven strategy.
First party data sources in hospitals like patient registration kiosk of Hospital Information System, CRMs or even a Website can be used to capture customer intent by putting a cookie on customer’s browser which can then follow and track a customer’s online journey and set meaningful and compelling messages to get engagement with patients or customers. This primary data in addition to a second-party data from affiliates or online subscription agencies and third-party data purchased from outside data aggregators like telecom companies, other CRMs etc., is clustered to form homogenous number of audiences having similar traits like age, web surfing history, online purchases, content sharing on social websites, medical content consumed, etc.
We will conjure up a probable scenario for any hospital that is going to launch Diabetes Management Program and wants to reach targeted audience utilizing their primary data base gathered over past years. Data points like e-mail address and make contact with quantities of patients undergoing care under endocrinologist would be a good audience pool to operate targeted messages using GSP (Gmail Sponsored Promotions) or RLSA (Remarketing Lists for Search Ads) campaigns. While a GSP would enable messages to get delivered to prospective patient’s Gmail inbox, the RLSA campaign would guarantee that message is rendered on user’s SERPs wherever they use the internet.
The best thing of programmatic advertising is that it can integrate all media delivery options and provide you with the message to right audiences wherever they live online be it video, search ads, mobile, display or social media marketing. Such media optimization receives a captive and engaged audience to marketers causing maximum value away from marketing dollar spent.
Say you need to target women with their early 40s located in North Bangalore for promoting cancers of the breast screening. Programmatic-means of accomplishing this is deliver your message to the in-market audience directly by capturing basic patient’s intent after which tracking their online behavior. For example, say 45-year old women that visited your Oncology web site and it is searching information online on “prevention of breast cancer”.
Programmatic Buying lets you meet the needs of your unique potential audience that is with the far end of buyer’s journey and possesses an increased propensity of getting if your message touches their cord. Programmatic Buying helps you to track investment or to put it differently, makes returns attributable. Advertising has changed into a niche endeavor and Programmatic Buying came being a potent tool in marketers purpose to unravel key steps to niche marketing.
Programmatic Buying comes along with its share of challenges and unethical practices that digital marketers must stand guard against. Such bad practices permeate throughout the Programmatic ecosystem and therefore are omnipresent across industries including healthcare.
Within a highly regulated healthcare sector, these challenges are more evident. So i want to address some burning issues plaguing the Programmatic Buying in healthcare
1) Restrictions on retargeting: Hospital industry has become slow to evolve programmatic buying because medical ethics restrict any form of advertising to patients, including the audience retargeting using cookies
2) Ad misplacement: Ad placement while attempting to reach a prospect, say a Physician inside a non-clinical environment such as a Game Center or Expedia Travel site may actually dilute incredible importance of brand and message
3) Control: As mentioned before, Demand Side Platforms are aggregators of inventory and then make them designed for Advertisers. However, in health care industry, very few reputed medical publishers like PubMed, WebMD, The Lancet, NEJM etc. may renounce control over their inventory to allow open ad ecosystem like Programmatic take control of. That is why most medical publishers still prefer reserved, non-auction based on programmatic buying like either Programmatic Direct.
4) Higher costs: On account of publisher’s reluctance towards open-auction bidding in healthcare for reasons stated above, cost per impression (CPM) is more than in other industries like retail and travel.
5) Inventory scale: Since ad spaces on medical sites is restricted and finite, mostly they may be bought via direct 1-to-1 Publisher-Advertiser model leading to inflated CPMs and suboptimal performance parameters (read ROI)
6) Stale-on-Sale:General impression is a media bought through Programmatic model is generally a leftover, remnant inventory. This is simply not entirely untrue in healthcare either. Media space buying in healthcare predominantly is through either direct buyout involving humans or direct buyout involving automation, referred to as Programmatic Direct. Hence, what exactly is left is actually a less coveted, tier-2 inventory. Although buying this inventory could help derive engagement at reduced cost.
7) Private Healthcare Ad Exchanges:In view of medical data security, misplacements and privacy issues in healthcare, some proponents of exclusive healthcare ad exchanges have emerged. Actually we already have some media buying platforms in healthcare like MM&M, Compas etc. that allow automated buying to healthcare publishers. However, given that transparency and neutrality of open buying platform can be compromised with your agencies, there is very little incentive for advertisers to do business with such private ad exchanges. Besides, scale and inventory available with such private exchanges is additionally limited in comparison with full-service media agencies.
Aside these challenges which can be specific to health care industry, Programmatic Buying has some inherent problems that are pervasive across industries. Including some outlined below:
8) Non-human traffic: Non-human traffic or the NHT as is commonly referred in Programmatic world is the most prevalent kind of fraud whereby programs imitate desired online behavior and register false matrices like impressions, views or clicks. Bots pretend to be actual humans while actually they are part of malware that inflates the performance matrices by masquerading as organic activity. Common instances of this is certainly paid ‘likes’ or ‘ 1s’ on social networking.
9) Viewability: Viewability is the probability of an advertisement to be seen. Many times a huge proportion of impressions that advertisers pay for goes unseen either because of below-the-fold 60dextpky or user might scroll a page too rapidly to find out the ad.
Ad blocking: Today’s sophisticated programs allow users to eliminate advertising while browsing the net or using apps. Most publishers and professional bloggers depend on advertising since the main source of their revenue. Along with ad blocking in place, a blogger would lose an incentive to make free-to-consume content unless the alternate stream of revenue is accessible for them. Likewise, publisher websites lose interest since their revenue model depending on content-for-advertising is compromised
Programmatic buying is a prominent inclusion in marketer’s quiver since last decade. Health care industry is slow to awaken to this phenomenon as a result of industry-specific challenges. However, adoption of information, involvement of social networking companies and proliferation of healthcare specific ad networks to deal with automated buying in healthcare would only mitigate these challenges.
The marketing plastic surgery including hospitals and pharmaceutical companies would be smart to consider programmatic buying within a core web marketing strategy and move from broad, segment-based marketing to specific fine-grained messages crafted to get, nurture and convert potential prospects or patients.