Native healthcare advertising is a powerful way to reach consumers or healthcare professionals. Native ads appear inside the editorial sections of health and medical websites, not on the right rail like typical banners. In addition, Tap Native ads appear across a network of hundreds of top tier endemic health, medical and wellness websites. Here’s an updated set of native ad examples from actual healthcare ad campaigns which were run successfully on Tap Native. These include Direct to consumer (DTC) ads and ads targeted at physicians and other HCPs. What ads and targeting works for individual marketers can seem nebulous at first. Any decent marketer will have many ideas for the types of imagery and message points they’d like to convey to their target audience. Native ads are extremely inexpensive (if not free) to create. Creation is also simple and fast especially with Tap Native’s generative AI. Let’s show you some example ads then let’s talk more about why starting with many native ad iterations is key.
DTC Example 1 – Client utilized pharma style “help seeking ads” and “reminder ads” to target consumers reading specific types of clinical content to generate traffic and engagement to their RX brand site. Unlike “product claim ads” which require scrolling ISI, “help seeking ads” and “reminder ads” generally do not require ISI and are therefore ideal native formats for pharma/RX marketers.
DTC Example 2 – Client utilized visually relevant images targeted to consumers reading specific types of clinical content and to generate leads for their service.
DTC Example 3 - Client utilized visually relevant images targeted to consumers reading specific types of clinical content to generate qualified enrollees for an at home clinical trial. The client generated over 4,000 “conversions” using Tap Native’s platform at CPAs they could not achieve elsewhere.
DTC Example 4 - Client utilized pharma style “help seeking ads” and “reminder ads” to target consumers reading specific types of clinical content to generate traffic and engagement to their RX brand site.
DTC Example 5 - Client utilized visually relevant images targeted to consumers reading specific types of condition content in order to generate traffic and sales of their products on their O&O ecommerce site.
HCP Example 1 - Client targeted specific types of physicians and other HCPs to participate in CME, sponsored programs and view clinical and industry news.
HCP Example 2 - Client targeted specific types of physicians in specific GEOs to participate in events, conferences and CME activities.
HCP Example 3 – Client targeted specific types of Physicians, NPs and PAs to create awareness for their OTC transdermal skin patch and to create opt-ins for their free sample program.
HCP Example 4 - Client targeted specific types of physicians to educate them about the use of their FDA approved drug and drive authenticated traffic and engagement on their RX brand site for HCPs.
HCP Example 5 - Client targeted specific types of physicians to educate them about their Tubeless Full-featured Insulin Delivery System and drive engagement to their product page for HCPs.
When you mix great ads with a healthcare focused performance dashboard, oodles of relevant and useful data is returned quickly. And why is the date so important? Because no one can predict which images, headlines, targeting, domains or landing pages are going to convert best. Since the data starts streaming on day 1, we can use it to optimize wisely by pausing what doesn’t work well and iterating on what does. Using image+text native ad formats, we can create dozens of unique ads in minutes. Each of the ads should use different images and headlines. By referencing the dashboard, we can now see which versions of our ads worked well and glean valuable insights to optimize. Try doing that with banners! Here’s some examples of what you’ll see once your campaign begins. Some of what you’ll see below includes Impressions, clicks, click through rate, conversions, cost per conversion, spend etc. This is a screen shot of the ad view for both DTC and HCP ad campaigns:
For HCP specific campaigns Tap Native is the only ad platform to offer real-time PLD reporting right from the dashboard. Automated email notifications are also available. These reports include the HCPs full name, their profession, specialty, NPI number, the ad id they clicked, whether the converted and a timestamp. All of this is fully exportable, see below:
Tap Native ads are featured in the content including in-article or below article placements. Consumers will see consumer targeted ads but only authenticated healthcare professionals such as Physicians, Nurse Practitioners and Physician’s Assistants will be able to see HCP targeted ads. Here’s an example of 3 slot Tap Native ad unit featured below the article on a popular health site.
If we can help brainstorm ideas your next DTC or HCP ad campaign don’t hesitate to reach out. We love talking about native healthcare marketing, sharing ideas, tactics and tips. Schedule a demo today and let’s talk.