High ROI Display Advertising
for Healthcare

Tailored programmatic display ad strategies that hit the right audience, at the right time, for maximum return on investment.

Take out the guesswork through an efficient and
automated approach to your digital ads

Healthcare Display Advertising Agency

When it comes to advertising your specialty clinic, dental practice, urgent care center, or hospital, digital marketing is certainly the way to go. However, the healthcare digital marketing space is becoming more competitive than ever. Plus, digital marketing is not getting any cheaper and success requires constant dedication.

If there’s a way to trim the fat and clutter of serving the right ad to the right person at the right time, would you do it?

Display Advertising Agency
Programmatic Display Company

Fortunately, there are now programmatic solutions that combine real-time data with AI-powered bidding and comprehensive customer insights. Programmatic display advertising is a method to automatically purchase and optimize digital campaigns, instead of buying directly from publishers.

Cardinal Digital Marketing is the industry leader in programmatic display advertising. Our programmatic display advertising campaigns are both efficient and effective – all to deliver the results that you want. Contact us and we’ll discuss if programmatic display advertising is a good fit for your healthcare organization.

Programmatic Display Ad Case Studies

Learn the specific strategies and roadmaps we used to plan, launch, monitor,
and refine display advertising campaigns for hospitals just like yours.

Dental Works Case Study Logo
40%

increase in
conversions

25%

decrease in cost per conversion

CareSpot Urgent Care
173,880

digital leads in 9 months

$3,94

cost
per lead

100%

increase in organic traffic

MedPost Case Study Brand
21%

increase in brand convertions

17%

decrease in branded cost per acquisition

Digestive Healthcare of Georgia
334%

increased
lead volume

#2

place in
Google SERP

Atlanta Brain and Spine Care
325%

increase in
leads per month

6

more surgeries
each month

Orthoatlanta Case Study Logo
91.06%

increase in
web traffic

1300

additional qualified leads

Tolson Center Logo
192%

increase in
conversion rate

69

new leads

Sober Living Case Study Brand
21%

Increase In Organic (SEO) Website Visits

51%

increase in overall
conversions

Swedish Covenant Hospital
1.2MM

Impressions generated by Prominent Hospital

$119

average cost per lead for Orthopedic service line

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Healthcare Programmatic Display Advertising Agency

At Cardinal, our marketing platform gives us the techniques and technology to target high-value patients programmatically. Here are just a few of the things that can you expect from our programmatic advertising campaigns:

Here are the steps involved in the programmatic display advertising process:

Enhanced/Interactive Display Ads

Instead of using plain static display ads, Cardinal Digital Marketing has the proficiency and technology to develop rich media ads to better capture your potential patients. Highly interactive ads provide better averages in terms of measurable KPIs like cost-per-click (CPC), clickthrough rate (CTR), and conversion rate.

Hyper-Focused Targeting

With our hyper-focused programmatic advertising, our solutions bring more than just impressions. We use sophisticated technology and data gathering techniques to gain behavioral insights that enable us to target the right audience.

Improved Audience Segmentation

Using a combination of first and third-party data, Cardinal will develop several custom audience groups based on factors like location, demographic, interests, browsing behavior, interests, and website interactions. Audience segmentation allows us to build targeted campaigns with customized messages.

Location-Based Targeting

For healthcare institutions like hospitals, clinics, dental offices, and so on, local digital marketing is a must. Our programmatic advertising campaigns include location-based targeting capabilities to serve relevant unified messages to potential patients within the proximity.

Native Advertisements

Traditional digital ads can be very disruptive because they generally look out of place. Through native advertising, Cardinal will help you create ads that match the appearance, feel, and function of the websites where they’re displayed.

Device Targeting

Programmatic display advertising is a true omnichannel digital marketing strategy. This enables us to reach your target audience based on the devices that they’re using including smartphones, desktop/laptop, tablets, and the list goes on.

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What is Programmatic Display Advertising?

Also referred to as programmatic marketing, programmatic display advertising is a data-driven solution for marketers and brands to automatically target a group of consumers across multiple platforms and devices. To put it simply, programmatic advertising is about purchasing ad space to display ads to a targeted group of audience. What makes it unique is that the ad space purchase is done in real-time.

According to Digiday, programmatic advertising is defined as:
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.

The ad buying process is automated through a computer software, making it a very efficient marketing method. Before the advent of programmatic display advertising, online ads must be bought and sold by actual people and ad buyers. With programmatic marketing, the ad buying and spending are optimized through automated procedures and machine-learning algorithms. The major benefit is that the ad buying process is fully streamlined which in turn makes it less expensive, more efficient, and protected from human error.

Now, you may think that this sounds like the traditional display marketing process. However, what sets programmatic ads apart is that potential patients can be targeted based on certain parameters like age, interests, browsing habits, and more.

Programmatic Display Advertising
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How Programmatic Display Advertising Works

To get a grasp on how programmatic advertising works, you must know
about the platforms that are used when buying ad inventory.

DSP

Demand-Side Platforms

This is where advertisers make their bids as the programmatic advertising platform. DSP acts as a storage for 3rd party data and user profiles from the providers. Based on the bids and available data, DSP decides which bid should be served to the user (the highest bid), the content of the ad, and how much it will cost for the advertiser. Popular DSP systems include DV 360 (Google), and Adform.

SSP Icon

Supply-Side Platforms

To get things working, publishers submit their web page to SSP as an advertisement source. The SSP publishers filter out the ads and set a low rate for the ad space. The main purpose of SSP to sell the ad space for the best rate possible. Examples of SSP are SmartyAds and AppNexus.

DMP Icon

Data Management Platforms

This is an independent programmatic advertising platform and where data is collected, evaluated, managed, and activated. DMP stores 1st, 2nd, and 3rd party data, making it an excellent source of user profiles for digital marketers.

With these AI systems and sophisticated technologies, the process of ad purchasing and bidding is completely automated. Programmatic advertising offers a smarter solution to serving relevant ads to high-value users. The following are the steps involved in the programmatic advertising process:

Arrive

When a visitor comes to the website with programmatic advertising, the programmatic process is activated. The process actually takes only milliseconds and happens entirely in the background that users won’t notice.

Send

As the visitor arrives at the site, the website publisher will send the ad dimensions to the supply-side platform or SSP. You can think of this step as the publisher listing its ad inventory for advertisers to purchase.

Read

As soon as the SSP receives the ad dimensions from the publisher, the AI will evaluate the user cookies. The machine learning algorithm will then learn as much as possible about the visitor based on factors like age, location, online habits, etc.

Evaluate

Next, it’s the demand-side platform or DSP’s turn. The DSP is responsible for evaluating the information gathered by SSP then the former will assign a certain value to the visitor. The value refers to the worth of that particular visitor’s impressions.

Bid

Once the user value is determined, the DSP sends a bid to the SSP. Programmatic display is also known as real-time bidding (RTB), so the entire process happens in real-time. Keep in mind that RTB is just one type of programmatic ad buying, there are also other types.

Choose

After the DSP receives all the bids, each one will be evaluated against each other. Ultimately, it’s the SSP that decides the winner and it’s usually the highest bidder. The marketer usually pays either the highest or the second-highest bid, plus the applicable fees.

Deliver

Once the winner is chosen, the SSP delivers the ad to the website visitor. Again, all of these steps happen as the website loads.

With this automated system comes the concern for fraudulent ad views. This is why publishers use fraud protection so your healthcare organization only has to pay for legitimate clicks and impressions from high-quality visitors. Many marketers also choose to pay a dynamic cost per 1,000 impressions (CPM) instead of a flat rate cost as it helps them save on marketing costs.

5 Ways Programmatic Advertising Can Benefit Your Practice

Enhanced Targeting Capabilities

Programmatic advertising’s capability to target the right audience is a cut above when compared to other forms of advertising – these are users who are likely to become your patients. The software used in purchasing programmatic ads utilizes extensive amounts of data so there’s no element of guesswork present in traditional marketing methods.

Generally, programmatic technology features great flexibility that you can target based on parameters like demographics, browsing behavior, time of day you want the ads to be seen, interests, device used, and so on. You can be as specific as you want to ensure that you’re targeting the right audience. Furthermore, your ads will follow users wherever they go, provided that they’re using the same login credentials.

Basically, programmatic ads enable you to create contextual campaigns where you, as the marketer, have full control to show the right ads at the right time to the right audience.

Enhanced Targeting Capabilities
Better ROI

Better ROI

Programmatic solutions eliminate the tedium and inefficiencies associated with conventional digital marketing. The robust targeting ability and reduced waste of programmatic ads enable you to develop a more effective campaign with less budget. The hyper-focused targeting means that you’ll receive fewer low-quality clicks and impressions which translates to less wasted clicks and impressions by not serving ads to users who are less likely to become patients.

Furthermore, programmatic display advertising is cheaper because you don’t have to negotiate with publishers when buying ad space. Many publishers are struggling to sell the ad spaces so they end up putting them up for auction and typically, ad prices are much lower as a result.

According to a survey, 80% of marketers believe that programmatic solutions have provided them with a better return on investment in comparison to conventional forms of ad buying.

Advanced Tracking

Another great benefit of programmatic display advertising is the ability to track the users who’ve seen your ads. With the tracking tools available, you can track and measure not just your conversions but also the value and category of each conversion you’ve received. This is the type of data that marketers used to dream of. However, if you choose, you could go so much deeper that it can become downright disconcerting.

Using a dashboard, you can monitor very specific things like:
The sites that displayed your ads
The type of user who just visited your site
What they did while visiting your website
If they visited your medical blog
If they watched a video in your landing page
If they had the volume on while watching

Since you can view your healthcare programmatic campaign in real-time, making the necessary adjustments and optimizations can be done on the fly. Plus, the changes are also applied instantly.

Advanced Tracking
Omni Channel Marketing

Programmatic Advertising is
Omni-Channel

Traditional pay-per-click channels Google Ads and Bing Ads are excellent marketing channels but you can only advertise within their own network of websites. For instance, running a Google Ads PPC display campaign will only serve your ads on websites partnered with Google. Although this is hardly an issue, you’re still limited to serve ads exclusively on websites that are partnered with the Google Display Network.

If you’re looking to advertise your practice outside a single ad network like Google, programmatic is the way to go. First, programmatic advertising makes it possible to serve ads with many different formats and even interactive multimedia ads. Second, since you can target users based on their device, you can serve ads on many platforms like desktops/laptops, smartphones, tablets, in-videos, and even within apps.

A healthcare programmatic advertising company can help you extend your reach and leverage these channels to meet your marketing needs.

It’s Automated

In programmatic ads, the software does all the heavy lifting when it comes to buying and selling ads. This gives the marketing team and business owners more free time that’s best spent on more important things. You don’t have to waste time filling out forms and negotiating with publishers just to manually buy ad space. Those hours are best spent on growing your practice and developing more effective advertising campaigns.

On top of that, the automation aspect affords you the luxury to avoid human error but still be able to survey more data than an actual human being could hope to process. The software will almost always make the best and most efficient decisions on how to serve ads to your ideal audience.

If some aspects of your campaign aren’t satisfactory, you can always make adjustments and optimizations on the fly. The changes are applied with no downtime whatsoever.

Automated Process

Why Partner With a Healthcare Display Advertising Company?

If you want to integrate programmatic advertising to your healthcare marketing campaign,
you should consider working with an agency. Here are the top reasons why:

Efficient Programmatic Campaign

Although programmatic advertising is automated, it doesn’t mean that your campaign isn’t prone to inefficiencies. This is especially true if you have no idea what you’re doing. An agency partner has enough skills and experience to ensure that you’re running an efficient programmatic ad campaign.

Tailor-Made Campaigns

Each business has a different set of goals and needs which is also true for healthcare companies. A reputable programmatic ad agency can develop a personalized campaign that specifically addresses your organization’s goals and marketing needs. Because excellent marketing results don’t happen with cookie-cutter strategies.

Laser-Focused Targeting

Digital marketing requires precision targeting for the best results. If you work with a good programmatic agency like Cardinal, you’re rest assured that the campaign will target the right audience and get the best results. On top of that, the agency can also help you with retargeting which helps your brand’s ROI growth.

In-House Expertise

When you work with an agency like Cardinal, you’ll be working with a team of experts – specialists on many different facets of digital marketing. Almost always, the agency will have a higher level of skills and experience when compared to an in-house marketing team.

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Make Programmatic Advertising Work for Your Healthcare Brand with Cardinal

At Cardinal, we won’t just take over your programmatic campaign, we make sure that it grows your practice as well.
Our clients can expect the following from us:

Maximize Your Budget

Inefficient programmatic campaigns = wasted marketing money. At Cardinal, we’ll accommodate your budget requirements and make the most out of it. It’s all about getting you the best return on your investment.

Paid Ad Proficiency

When you work with Cardinal, you work with a team of paid ad experts. We’ll have an expert marketer to oversee your account and leverage the power of AI-powered marketing.

Custom Ad Targeting

Tell us about your ideal healthcare consumers and we’ll help you reach them through programmatic ad solutions. From audience segmentation to click metrics to bid adjustment, we have numerous variables to ensure that we’re reaching the right audience.

Comprehensive Reports

If you’re not receiving clear and in-depth reports, you’re being ripped off. At Cardinal, we value transparency above everything. You deserve to know how your every dollar is spent.

Best-In-Class Agency Experience

We have years and years of relevant marketing skills and experience. Working with Cardinal means you’re working with the best. With sophisticated ad technologies and innovative marketing ideas, we’ll take your programmatic campaign to the next level.

Flock Healthcare

Custom-Made Campaigns

There’s no such thing as a one-size-fits-all programmatic advertising plan. Cardinal will look at your business status and marketing situation, and develop a plan that will help reach your goals. The goal is to provide you with a campaign strategy that’s scalable, efficient, and strategic.

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