Programmatic Buying at Scale: How to Align Data, Technology, and Efficiency for Measurable Impact
Matt King, solutions consultant, population intelligence, Definitive Healthcare
Healthcare marketers today face a digital paradox: the need to target more precisely than ever, while navigating a landscape of tightening privacy rules and shifting data access. As third-party cookies disappear and platforms restrict the use of sensitive health data, understanding how to maximize your programmatic buy has become essential.
In a recent eHealthcare Strategy & Trends member roundtable, Matt King, solutions consultant for population intelligence at Definitive Healthcare, explained how programmatic buying allows marketers to buy access to people rather than just ad placements. “It’s a data-driven way to engage audiences based on who they are, what they do, and when they’re most receptive,” he notes.
“When executed strategically,” King says, “programmatic buying can reduce waste, amplify impact, and improve market share — all things that resonate with the C-suite.”
Read on for actionable tips on how to enhance your digital ROI while keeping patient privacy front and center: Maximizing Your Programmatic Buy: Turning Data into Digital Impact
Best regards,
Matt Humphrey
President