WebMD Ignite, a leading full-service growth partner for organizations in the healthcare industry, has officially announced the launch of Ignite Programmatic, which is a suite made up with advertising capabilities that, on their part, are designed to deliver zero-waste campaigns for healthcare marketers.
According to certain reports, the stated suite arrives on the scene bearing an ability to harness vast proprietary intent data, including healthcare content engagement insights from some of the most visited health-related websites, alongside a set of specialized tools to reach audiences with precision throughout their healthcare journey. By doing so, it is able to help the user big time in driving higher engagement, improved outcomes, and maximum ROI.
To understand the significance of such a development, though, we must take into account how, despite the fact that many are operating on tight budgets, healthcare organizations still spend tens of billions of dollars annually on digital advertising. Even with all the spending, though, finding and targeting the right healthcare audiences, and the right attributes or care needs, remains a significant challenge, leading to a lot of wasteful spending.
Fortunately enough, Ignite Programmatic leverages, in response, pseudonymous first-party data insights through advanced audience modeling, demand-side platforms (DSP), and premium publisher and marketplace partnerships to mitigate the given problem.
You see, these data sources make it possible for Ignite Programmatic to reach more than 98% of U.S. health-focused consumers and 3.2 million healthcare professionals, thus providing substantial visibility into health audience behaviors and insights. When you pack all this together, such a setup should tread up a long distance to help healthcare marketers efficiently target high-quality consumer and professional audiences across any channel or device.
“Programmatic advertising allows healthcare organizations to move beyond traditional methods and use data to find the right audiences with a relevant interest in a given health matter, ensuring no resources are wasted,” said Ann Bilyew, EVP, Health and President, Healthcare Solutions Group at WebMD Ignite.
Talk about the Ignite Programmatic on a slightly deeper level, it brings forth an access of intelligible zero-waste campaigns, where the solution targets high-quality healthcare audiences to reduce unnecessary spending and improve ad efficiency.
We already referred to how the technology banks upon exclusive pseudonymized first-party data insights and aggregated client-provided data to deliver precise targeting, but what we haven’t mentioned yet is how it also promises to generate optimal transparency and high quality media. This includes partnering with premium publisher to ensure brand-safe ad placements with full transparency.
Another detail worth a mention is rooted in the solution’s global reach, as Ignite reaches audiences worldwide with auto-optimized targeting across devices and channels. Finally, there is available an assortment of full managed services. This end-to-end campaign management enhances marketing outcomes and aligns seamlessly with specific objectives.
Among other things, we ought to mention that Ignite Programmatic launch also includes a first-of-its-kind brand awareness audience model, Ignite High Value Care Seeker, which predicts individuals likely to be high healthcare spenders within the next 18 months. This it again does using pseudonymous demographic, as well as geographic data drawn from billions of de-identified patient encounters and claims data.
The overarching idea behind doing that is to facilitate broad, but high-value targeting that improves campaign outcomes by reducing waste.
Apart from that, WebMD Ignite continues to deploy unique propensity models that indicate a consumer’s likelihood to have an interest in certain health matters. In fact, going by the available details, consumers targeted through Ignite Programmatic are more likely to have an interest in a given health matter, compared to a geo-targeting demographic audience in the same market, reducing audience waste by 25%.
“We’ve developed highly specialized audience products that leverage WebMD Ignite’s exclusive assets, designed specifically to help healthcare marketers connect with both high-value consumers and healthcare professionals,” said Bilyew. “By integrating these advanced audience segments directly into client media plans, we’re able to deliver more precise targeting and reduce wasted ad spend. With Ignite Programmatic, our client partners benefit from customized solutions that improve campaign effectiveness, align with key performance indicators, and ultimately deliver better health outcomes while maximizing ROI.”
