Researched and written by Becky Hallam, Sanwari Gupta, and Erica Hawthorne
You’re likely already integrating programmatic display advertising into your healthcare marketing mix—after all, it’s a crucial component of modern media strategy.
But where does your organization fall on the programmatic maturity spectrum?
Are you a newbie or a black belt? We designed the Programmatic Maturity Model to guide marketers through a systematic understanding of the different levels of programmatic expertise: from foundational knowledge to sophisticated programmatic-first approaches.
Use this model to assess your organization’s healthcare programmatic advertising capabilities, including needs, processes, tools, and outcomes, and pinpoint areas of opportunities for growth and impact. Unsure where you’re supposed to be? Don’t know where to focus next? Need help justifying new investment? This model will help you strategically plan your next steps.
Scroll to learn about the four phases of programmatic maturity.
Click the headers to dive into each phase.
Campaign performance (delivery, clicks) versus goal
Allocate budget for future campaigns
Design media plan
Access to more of the target population’s web journey than direct buys
Programmatic is small part of the media plan; direct media buys deliver the majority of the media plan goals
Programmatic is leveraged for cost efficiency and scale
Direct media buys are leveraged for control (over inventory, placements, and pricing), and customization (of the messaging and the experience)
Programmatic drives larger portion of the budget, but coexists with direct buys from select premium publisher brands (e.g., WebMD/Medscape) or tentpole events (e.g., Super Bowl)
Programmatic leads the media plan; a few select premium publisher brands or tentpole events are funded after programmatic reach is tapped out.
Rely on programmatic partner for strategy and execution
Rely on programmatic partner to manage and optimize placement and creative