What You Should Know:
– WebMD Ignite, a leading full-service growth partner for organizations in the healthcare industry, today announced Ignite Programmatic, a suite of advertising capabilities designed to deliver zero-waste campaigns for healthcare marketers.
– Ignite Programmatic harnesses vast proprietary intent data, including healthcare content engagement insights from some of the most visited health-related websites, alongside a set of tools to reach audiences with precision throughout their healthcare journey, driving higher engagement, improved outcomes and maximum ROI.
Ignite Programmatic: Revolutionizing Healthcare Marketing with Precision and Efficiency
WebMD Ignite, a division of WebMD and Internet Brands, serves as a strategic growth partner for healthcare organizations, guiding individuals toward better health from Discovery to Recovery. Leveraging extensive experience and unparalleled reach, WebMD Ignite applies data-driven insights to engage audiences with relevant, timely messaging, optimizing experiences, outcomes, and loyalty while driving lifetime value for clients.
Healthcare organizations face significant challenges in effectively targeting health-focused audiences, often resulting in inefficient ad spending. Ignite Programmatic addresses these challenges by utilizing pseudonymous first-party data, advanced audience modeling, demand-side platforms (DSP), and partnerships with premium publishers and marketplaces. This innovative approach offers access to over 98% of U.S. health-focused consumers and 3.2 million healthcare professionals, providing unmatched visibility into health audience behaviors and enabling efficient, high-quality targeting across any channel or device.
Key Features of Ignite Programmatic
- Zero-Waste Campaigns: Advanced targeting reduces unnecessary spending and improves ad efficiency.
- Audience Precision: Powered by exclusive pseudonymized first-party data and aggregated client-provided insights, it ensures precise targeting for consumers and healthcare professionals.
- Transparency and Brand Safety: Collaborates with premium publishers to deliver ad placements that are transparent and brand-safe.
- Global Reach: Reaches health audiences worldwide with auto-optimized targeting across multiple devices and channels.
- Managed Services: Offers end-to-end campaign management tailored to meet client objectives.
Innovative Audience Models
The launch of Ignite Programmatic introduces the Ignite High Value Care Seeker model, a groundbreaking brand awareness tool that predicts individuals likely to become high healthcare spenders within the next 18 months. By analyzing pseudonymous demographic and geographic data derived from billions of deidentified patient encounters and claims data, this model improves campaign outcomes while minimizing waste.
Additionally, WebMD Ignite employs proprietary propensity models to target individuals more likely to have specific healthcare interests, reducing audience waste by 25% compared to geo-targeting demographic approaches.
Driving ROI and Improving Health Outcomes
“Programmatic advertising allows healthcare organizations to move beyond traditional methods by using data to find the right audiences for relevant health matters,” said Ann Bilyew, EVP, Health, and President, Healthcare Solutions Group at WebMD Ignite. “With Ignite Programmatic, we offer highly specialized audience products that connect healthcare marketers with both high-value consumers and healthcare professionals. By integrating these advanced audience segments into client media plans, we deliver precise targeting, reduced ad spend waste, and improved campaign effectiveness.”
Ignite Programmatic exemplifies the next generation of healthcare marketing, combining innovation and data-driven insights to maximize ROI, enhance marketing outcomes, and ultimately contribute to better health outcomes.
