Programmatic is alive and well. It has cemented itself into the daily process of digital communication practices across the world and there are the numbers to prove it. In the UK alone, it is estimated that the programmatic display ad market will be worth £2.67 billion by the end of 2016, up 44% from 2015 (source: emarketer)

There are industries where programmatic has become standard practice, but there are some, such as pharma, that have been slower to adopt automated media buying to deliver their marketing campaigns. Whilst there is a lack of understanding on how the technology works, the concerns around regulatory risks have prevented pharma marketers to take a chance on programmatic technology. Adoption, however, rather than being technological or legal needs fundamentally to be focussed on customer delivery. If as a brand marketer all you want to do is deliver product messages, programmatic will not help you (for now, at least).

Why won’t it help you?

  • Because the vast majority of medical publishers and communities do not serve programmatic advertising;
  • Because, as a pharma marketer, you are probably still too focused on marketing the product features and benefits rather than delivering value to your customers and wider stakeholders, where programmatic media can be served. 

The world has moved on from features and benefits, and you need to too. However, we are now seeing a shift in consideration taking place. We know the landscape for targeting healthcare professionals is narrow and expensive. But the modern customer journey has become increasingly complex. We live in an age where customers are always connected, engaged and want to see relevant messages. In order to deliver a seamless experience to customers, pharma is recognising that it has to catch up and embrace the shift towards customer experience and with it the latest in responsive technology to deliver on their needs cost effectively.

Marketing starts with understanding the customer, and what programmatic advertising has to offer is a rich layer of audience insight on top of what we already have. The door is open to target precisely and verify advertising exposure to a defined list of healthcare professionals, and this is what is now attracting pharma clients’ attention. It means we can reach audiences outside the standard environments whilst adding greater intelligence to the media we buy to ensure we are connecting with the right people and at the right time.

Programmatic advertising is not just about satisfying top of the marketing funnel either. The ability to build and reach new audiences, on top of retargeting existing and engaging existing customers proves the value of programmatic in delivering both top and bottom of the conversion funnel.

At Nitro Digital we believe in and champion the many benefits programmatic advertising can deliver for pharma and we have highlighted the top advantages for why programmatic buying should be integrated into pharma digital marketing strategies:

Greater transparency
Greater visibility on media performance means campaigns can be better refined and optimised. In the past, when working directly with publishers we were completely reliant on the limited insight they could provide. We now can see what is delivered, and where, whilst learning what is working and what is not.

Greater data and insights
Data is at the heart of the programmatic process. So, not only do you minimise wastage from purchased inventory by targeting the right audiences, but you are also getting greater insight to better understand your online customers. And those learnings are happening in real time, which means campaigns can be optimised throughout its duration and the value of this can also increase a return on your investment.

Improved tracking capabilities
With programmatic technology it is easier to track and analyse data more efficiently from advertising views, to interaction through to website visits and actions. Audiences can be intricately segmented, which makes targeting messages in the right context, and at the right time far more effective.

Consistency across multiple channels
Programmatic can be thought of as a centralised buying platform. What this means is that we have the ability to combine the power of data to deliver effective communications where the audiences are active – across desktop, mobile, tablet, video and social channels.

Our conclusion

At Nitro Digital we have proven the value of running programmatic campaigns for our clients in pharma. We have successfully delivered greater exposure, at lower price points to highly targeted healthcare audiences. And the quality in targeting is demonstrated in the increase in responses we are seeing. Because, ultimately, we are delivering the right message at the right time and to the right people.