Posted by Patrick McCafferty on November 5th, 2019

Reaching and influencing healthcare professionals (HCPs) wherever they are online today is a key component of any healthcare marketer’s digital strategy. MedData Group’s HCP Digital Insights is changing the way healthcare advertisers measure, optimize, and analyze their campaigns.

In programmatic advertising, one of the most significant challenges advertisers face is how to measure both online and offline behavior at the individual healthcare professional level. Currently, targeted non-endemic programmatic campaigns are blind to most forms of individual HCP-level measurement and only report the campaign performance as a whole.

HCP Digital Insights is a brand new, one-of-a-kind solution provided by MedData Group to give advertisers granular reporting at the unique individual level, tying digital behavior back to the individual’s National Provider Identifier (NPI) level data. MedData Group has always been focused on privacy and compliance and as new regulations such as CCPA emerge, HCP Digital Insights is a unique solution to ensure successful measurement while remaining fully compliant.

HCP Digital Insights provides a unique opportunity for advertisers to gain deeper insight into the performance of their programmatic campaigns, extending and complimenting the reporting at the DSP level. The ability to analyze exposed or engaged audiences by their profession, specialties, specific segmentation or various demographics within a campaign and then extend into the linkage of additional offline data sets, such as CRM or prescription level data, allows for a much greater sophistication in campaign analysis and optimization.

HCP Digital Insights is changing the level of granularity that advertisers expect from a comprehensive campaign analysis, and ultimately present advertisers with a deeper understanding of the behaviors of individuals, allowing for more relevant and ultimately successful campaign targeting, execution and optimization.

Today, marketing in the healthcare industry is ripe for innovation. If you’re looking to elevate your programmatic advertising strategy, then contact us to leverage valuable insights on your programmatic campaigns.


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