January 24, 2024 | Expert Insights

A prescription for success: Connecting healthcare advertisers with consumers on-the-go using programmatic digital out of home (DOOH)

Unveiling the powerful benefits of programmatic DOOH for pharma marketers

Unveiling the powerful benefits of programmatic DOOH for pharma marketers

Pharmaceutical and healthcare global ad spend has grown 13.6% on average since 2020, making it the second largest industry next to technology & electronics. Consumer spending on products that improve health, fitness, nutrition, appearance, sleep, and mindfulness is only on the increase and advertisers face a rare opportunity to capitalize on this growing trend. By leveraging programmatic digital out of home (DOOH), advertisers can instantly connect with healthcare consumers with dynamic messaging, anytime and anywhere they choose. 

Now with the technology and innovation afforded by programmatic digital out of home (DOOH), the channel is evolving, enabling advertisers to be more granular with audience targeting, optimization and sophisticated measurement while also maximizing personalization, scale and impact. Brands have the power to focus on different strategies while running their campaign including custom audience targeting, geotargeting, dynamic creative optimization (DCO), retargeting and post-campaign management. 

Many advertisers apply more than one strategy to their campaign, making sure they maximize reach to their targeted audience. With how vast an audience can be, it is important to keep in mind that consumers have a wide range of interests and behaviors when campaign planning. For instance, 79.2% of Gen Zers prefer using a mobile app for health, fitness, or wellness while 50.7% of Baby Boomers prefer to use telehealth services. This shows younger consumers gravitate toward digital health products while older consumers prefer services.

Salonpas, a pioneer for the development of topical pain patches used to relieve minor aches and pains noticed that their products were used by a wider audience.  They ran two campaigns simultaneously across 25 markets across the US during the month of December focusing on driving brand awareness with adults 50+, and a second campaign targeting adults 18+ which also implemented point of interest (POI) targeting. By leveraging the unique benefits of programmatic DOOH, the Salonpas campaign met target KPIs and measured the impact in-store via relevant retailer loyalty programs. Optimizing the campaign daily allowed flexibility to pause, monitor and evaluate each campaign in real-time. Leveraging both audience and points of interest targeting allowed Salonpas to successfully reach consumers around different points of sale with precision and deliver a successful campaign.

The OOH channel is one of the few that consumers cannot turn off, or ignore. In a world where people are saturated with content and advertisements, this medium not only offers healthcare brands an opportunity to connect outside of the doctor’s office, but also to rely on data-driven strategies to ensure that the right people see the right ad at the right time. 

Want to know more about the role that programmatic DOOH can play in your next campaign? Let’s connect.