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Choosing the Right Ad Management Platform for Healthcare Publishers - A Complete Guide

Author: Doceree 4 minute read

Of nearly $700 billion spent worldwide on digital advertising, about 10% is spent by the healthcare and pharmaceutical sector. In the US alone, digital ad expenditure increased from $7.5 billion in 2018 to more than $20 billion in 2024 - a trend that continues to grow! The numbers reflect the massive increase in spending on digital ads, indicating the growth of telemedicine, health-based apps, and wellness products.

Now, let’s take a quick look at the wasted ad spend in digital advertising. According to a report, an estimated 23-56% of the total ad spend is currently wasted, largely due to reasons such as lack of relevance and low targeting precision.

Juxtapose the total ad spend on digital advertising with the wasted ad spend, and the staggering amount of money lost becomes strikingly evident! How do we minimize this huge financial loss, particularly in the healthcare sector, where the audience is highly specific, and the odds of wasted ad spend are extremely high?

The solution lies in opting for ‘healthcare-specific ad management platforms.’ Let’s take a deeper look at what they are and how to choose the best for your platform.

Why healthcare–specific ad management platforms?

Generic ad managers fail to meet the unique needs of healthcare publishers in terms of reach, compliance, and data privacy and security issues. Healthcare specific ad management platforms are specialized advertising solutions designed to cater to the needs of healthcare publishers, pharmaceutical and healthcare organizations, and healthcare professionals (HCPs).

The advantage of an ad management platform exclusively for healthcare publishers is that it is designed to manage the specific considerations and requirements of HCP advertising. We explore them in detail later in the blog.

Why it matters – in terms of revenue!

An ad management platform that displays relevant ads to the target HCPs helps publishers get greater ad monetization through optimized ad placement and greater ad relevance. These two features combined, ensure that the ads are noticed and have greater resonance with the intended audience, achieving higher click-through rates, better engagement, and in turn, increased revenue.

In-built regulatory compliance also allows the platform to display ads on drug promotions, trial recruitment, and medical devices, enabling broader ad reach and targeting since generic ad platforms cannot display such ads due to strict advertising restrictions, healthcare specific ad management platforms allow for seamless approval, greater visibility and improved targeting.

There are many ad management platforms in the market. So, how do you choose the best one for your intended audience?

How to select the best ad management platform

The expanding digital health market presents increasing opportunities for digital advertising within the healthcare industry. Healthcare publishers need platforms that can navigate the industry's unique challenges and meet the requirements of both publishers as well as HCPs, while being efficient and effective.

Let’s explore how to make the right choice.

1. Define your needs

The first step in choosing the right ad management platform is to clearly define your objectives. Having clarity on the platform’s purpose will help you narrow down the options and choose the right platform.

 Ask yourself:

  • Are you primarily looking to increase revenue through better ad monetization?
  • Do you want better HCP engagement through targeted advertising?
  • Is ensuring regulatory compliance your primary requisite at this point?

Understanding your audience is crucial, and one of the other important parameters you must consider while selecting the right ad-management platform. Ask yourself the following questions concerning your audience:

  • Does the platform offer precision targeting?
  • Does it offer advanced segmentation capabilities?

By identifying your core needs, you can narrow down the choices and focus on platforms that align with your objectives.

2. Checklist of essential and value-added features

An ad management platform designed exclusively for healthcare publishers must include both the must-have and value-added features. While the must-have features help ensure precision targeting, compliance, and data security, the premium features ensure ease of operation, improving the efficiency of the platform.

The non-negotiable features include:

    • Regulatory compliance: Messaging to HCPs is required by law to adhere to HIPAA (Health Insurance Portability and Accountability Act), GDPR (General Data Protection Regulation), and other industry-specific regulations.
    • Audience targeting: Ad management platforms must enable precise targeting of HCPs based on demographics, medical specialty, prescribing behaviors, and interests based on real-time data. A vital feature, it ensures that ads stay highly relevant to the HCPs, increasing engagement and maximizing conversions.
    • Data security: An indispensable requirement, data security ensures that patient and HCP data is protected from any breaches and unauthorized access. It helps maintain confidentiality, prevent misuse of data, and build trust in healthcare advertising.
    • Inventory optimization: Your ad management platform must be able to maximize ad yield by automatically optimizing available inventory. This ensures better fill rates and improved ad placement, ultimately enhancing monetization and improving revenues.
    • AI-driven dynamic pricing: The ad management platform must be able to leverage artificial intelligence (AI) and machine learning to optimize ad pricing in real time and improve bid efficiency.
    • Self-validation for HCPs: This feature ensures that ads are seen only by verified HCPs.

The value-added features include:

    • Ease of integration: The platform must be able to seamlessly integrate with your existing system, causing minimal disruption. It should allow seamless data exchange across platforms for optimal performance.
    • User-friendly interface: An intuitive and easy-to-use interface improves productivity by simplifying the setup, operation and management. At the same time, it shortens the learning curve for users, thus improving overall workflow efficiency.
    • Advanced reporting and analytics: An essential bonus feature, comprehensive analytics provide in-depth insights on your campaign performance, enabling data-driven decision-making and continuous optimization.
    • Cost-effectiveness: A budget-friendly platform ensures that you get the best value for your investment. It helps you maximize the returns without unnecessary or hidden expenses.

3. Customizable features for your unique needs:

In addition to the must-have and value-added features, customizable features give you the freedom to tailor the platform to your unique requirements

4. Request for a Demo

Before committing to an ad management platform and making the final purchase, requesting a demo will help you evaluate its features, usability, and effectiveness. A hands-on experience will allow you to:

  • Test the platform’s capabilities
  • Evaluate its UI/UX for ease of use
  • Assess its integration with your existing ad stack

Opting for a demo before the purchase ensures that you make an informed decision based on hands-on experience.

5. Make the Informed Choice

Making the right choice while selecting the ad management platform is critical for healthcare publishers. The ad management platform must be able to maximize monetization opportunities while ensuring regulatory compliance and enhancing engagement with HCPs. Additionally, it must be able to offer customizable features for a personalized touch.

For long-term success, healthcare publishers need to invest in an ad management platform designed exclusively for them that promises higher CPMs and better returns.