An Intro to DOOH Healthcare Advertising

DOOH Offers Impressive Performance Boosts

Online advertising has long since been the most reliable way to engage with HCPs in and out of the workplace. And moving forward, that won’t change. However, DOOH is quickly becoming an appealing option to pair with existing programmatic strategies.
Not sold? One study found that using this type of advertising alongside other channels can increase the reach by 100%.[4] While it’s not possible to precisely target DOOH healthcare ads specifically to just a select group of HCPs, it does put your ads in places where HCPs are more likely to see them, offering substantial efficiency gains and better deals on media in an increasingly crowded and expensive online world.

DOOH Breeds Creativity

Digital advertising’s ascent to the front of every healthcare advertisers’ playbook means that there are a ton of ads out there. It also means that many of your contemporaries feel the pressure to produce as many ads as possible. Fast. As a result, the Internet has become full of ads that look the same. When HCPs are less than impressed, performance goes down, and cost-efficiency goes away.

With DOOH healthcare advertising, you have a new opportunity to delight HCPs—and you can do it in a way that they’ve never seen before. If you’re trying to think of what that’d look like, here’s a perfect example. Lasik MD, a company offering laser eye surgery at an affordable price, launched a campaign that delivered ads on elevator screens that consisted of dynamically changing messaging based on the type of eyewear the rider was wearing (the technology recognized whether or not an elevator rider was wearing glasses). Talk about cool.

Looking Toward the Future of OOH Healthcare Advertising

Outdoor advertising has historically been about awareness and upper-funnel advertising. Frankly, that’s all billboards and signs on buses could do. However, as the entire world, including the outdoors, becomes more digitized and data-driven, OOH advertising is following suit.

Today, and for decades into the future, DOOH advertising will act as an invaluable cog in your healthcare advertising wheel that’s capable of incredible things. For example, you can use geofencing to trigger personalized healthcare messages on digital signage in major metro areas when HCPs in your target audience enter or leave it.

As your contemporaries continue to funnel more and more of their ad budgets into mainstream programmatic advertising, you should follow. At the same time, however, you’d be wise to branch out and explore the immersive world of DOOH healthcare advertising and all it has to offer.

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Learn more about Health Union’s vision to transform data-driven, healthcare marketing: The HUman Side of Data.

Sources

1. Benes R. Out-of-Home Advertising Is Becoming More Digitally Driven. eMarketer. Published August 10, 2020. Accessed June 18, 2021.
2. He A. Ad Blocking Growth Is Slowing Down, but Not Going Away. eMarketer. Published July 26, 2019. Accessed June 18, 2021.
3. Should You Invest In Programmatic Out-of-Home Advertising? New Target. Published September 4, 2020. Accessed June 18, 2021.
4. What is programmatic DOOH? Broadsign. Published May 27, 2020. Accessed June 18, 2021.