Maximizing Your Programmatic Buy: Turning Data into Digital Impact
Matt King delivers a micro masterclass in programmatic buying, revealing how healthcare marketers can use data and technology to deliver the right message to the right person at the right time while maintaining privacy and efficiency.
// By Susan Dubuque //
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.
Matt King, solutions consultant, population intelligence, Definitive Healthcare
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.”
Continue reading for actionable tips on how to enhance your digital ROI while keeping patient privacy front and center.
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