In the fast-evolving world of programmatic advertising, it’s easy to rely on a few trusted partners. However, this comfort zone may be costing businesses significant opportunities to connect with high-quality patients exactly when they’re making critical health decisions.

At Health Union, the philosophy is simple: expanding and increasing utilization of additional partners with differentiated data is not just an option, it’s a strategic imperative. This approach allows brands to tap into net-new audiences and reach high-quality segments based on nuanced behavioral signals and actions – empowering engagement with patients during their most pivotal decision-making moments.

Many marketers, especially in healthcare, aim for precision. We meticulously define our target demographics and psychographics. However, if our programmatic strategy only draws from a narrow pool of data sources, we risk reaching the same people repeatedly or, worse, missing entire segments who would be highly receptive to our message.

The true power of programmatic lies in its ability to be dynamic and intelligent. But its intelligence is only as good as the data it consumes. Differentiated data means uncovering those unique patterns, subtle interests, and crucial online behaviors that indicate a patient is actively researching, considering, or on the verge of making a health-related decision.

How can marketers diversify their strategy to unlock untapped, high-intent audiences?

• Go Deeper with Segmentation: Don’t stop at broad categories. The more granular the audience definitions are, especially when driven by behavioral data, the more precise and effective the targeting will be.
• Embrace Differentiated Data Partners: Look beyond the usual suspects. Partners who bring unique, proprietary data sets, like Health Union, can reveal high-quality, sizable audiences previously thought to be out of reach.
• Reach Patients at Key Decision Points: The ultimate goal is to connect when it matters most. Behavioral signals transform passive targeting into active engagement during moments of genuine need.