HEALTHCARE NATIVE ADVERTISING INSIGHTS
Welcome to the Tap Native Blog
Tips, Tricks, and Best Practices for Native Advertising in Healthcare
Tips, Tricks, and Best Practices for Native Advertising in Healthcare
The digital advertising landscape for marketers targeting healthcare professionals (HCPs) has changed dramatically over the past several years.
Read more
Like the rest of us, healthcare professionals (HCPs) browse all sorts of websites, from clinical resources to industry news and insights. When all is said and done, medical publishers must squeeze as much value as possible out of every visit. This is becoming even more critical as the open web shrinks, more questions are answered by AI, and less traffic is referred to ad-supported content publishers.
As AI-driven search engines increasingly answer user queries directly in their results, traditional publishers, particularly in the health, medical, and scientific sectors, are witnessing a steady erosion in referral traffic. For years, these publishers relied on search engines like Google to drive most of their inbound traffic. But with generative AI models providing summaries and direct answers, fewer users are clicking through to original sources. The result? Shrinking page views, diminished ad revenue, and lower visibility for expertly crafted, evidence-based content.
For performance marketers in the health and wellness space, success isn’t just about driving traffic—it’s about driving conversions. Tap Native’s powerful conversion tracking pixel and real-time analytics dashboard give advertisers the tools they need to measure what matters, identify the best-performing placements and creatives, and scale campaigns that truly move the needle.
Contextual healthcare marketing is highly effective and free of data and privacy issues. Content style ads with in-content placement garner leading engagement. Put these 2 market forces together
In this episode of What’s on Tap, Rafael Cosentino talks about mission driven marketing and why it’s essential for organizations like hospitals, health systems, pharma and medical practices or any health product and service providers to integrate mission into their story telling. The podcast highlights 3 brands, Hisamitsu Pharmaceuticals which markets Salonpas, Flo Water which markets its water Refill Stations and Healio.com which markets content and services for healthcare professionals.
The animal health market has experienced significant growth, reflecting the increasing importance of veterinary care in our society. In 2024, the market was valued at approximately 62.89 billion and is projected to grow at a compound annual growth rate (CAGR) of 10.46% from 2025 to 2030.
Publishers serving healthcare audiences now have access to a new high-value monetization opportunity: the HCP Responsive Unit. Built specifically for authenticated healthcare professionals (HCPs), this innovative ad product delivers premium CPMs and seamless integration without disrupting existing site layouts.
In the competitive landscape of native advertising and especially in healthcare & medical marketing, first impressions matter immensely. The quality of the images used in ads can significantly influence user perception and, ultimately, conversions.
We realize many healthcare marketers need more than just an ad platform—they need a partner to guide them and manage their channel. Tap Native’s managed service offering delivers performance advertising with a personal touch, combining cutting-edge technology with extensive consultative support to ensure campaign success.
Simplicity is the ultimate sophistication. This is especially true in digital marketing. Tap Native is proud to unveil its newest iteration, delivering a more refined and intuitive experience for digital healthcare marketers.
Designed specifically for health and medical content catering to consumers or healthcare professionals, in-line text ads are highlights on medical terminology within article content.
From immune system boosters to cognitive performance enhancers to helping with weight loss, stress management, anti-aging or building muscle, the nutraceutical market is booming!
On average, Nurse Practitioners (NPs) and Physician Assistants (PAs) see 23 patients daily. NPs and PAs focus on patient education, preventive care, and holistic treatment approaches. They may spend more time discussing lifestyle changes, answering questions, making product or treatment recommendations and ensuring that patients understand treatment plans.
There are several characteristics present in every successful integration of Tap Native content units into your sites page(s). We discuss them here so you understand how to maximize user experience, technical ops and revenue.
Almost all healthcare marketers are obsessed with understanding how their digital ads are being received by the healthcare professionals. Let’s just say it so it’s clear, HCPs view internet ads with a critical and discerning eye because they are being bombarded. Here are some key insights into how they perceive and interact with targeted digital ads.
Physicians and other healthcare professionals are among the most heavily marketed groups on the Web. They see targeted banners on the vast majority of the websites they visit. As you might imagine, physicians and other healthcare professionals have developed banner blindness.
You operate a local or regional physician's specialty, Spa, plastic surgery, or cosmetic dental practice. You want more patients, clients and customers, right? If you’d like to reach patient consumers while they are thinking about the service you provide, you're in the right spot.
Clear your mind for some simple thought exercises to question what and how you are marketing your product. We know 2024 will be a year of unprecedented opportunities for healthcare marketers, and for many, that means finally getting your act together. I want to share 8 thought exercises worth your brain's bandwidth.
All successful DTC and HCP native ad campaigns share similar characteristics. Administering a successful ad campaign requires mindful execution. Here's a simple checklist to guide you through the process. If you’re new to this, don’t let the process be daunting. If you understand the steps, the process and data will guide you. If all else fails, just ask us for help.
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.
Tap Native has taken the power of Generative AI and integrated it into our ad creation process. The new AI image resource allows healthcare marketers to tap an infinite cost-free resource which can drive engagement and conversions with target DTC or HCP audiences. Diversity of images has always been critical in order to allow the power of data to drive optimization. We understand that image licensing and curation can be expensive and time consuming. Tap Native is tapping the power of Generative AI to eliminate costs and make image curation fast.
In an increasingly digital world, where every aspect of our lives is touched by technology, it's only natural that healthcare employers should embrace innovative ways to engage with healthcare professionals or risk being diluted by the noisy masses.
In collaboration with IQVIA, Tap Native has launched Condition Prevalence Ad Targeting, a simple and effective approach to DTC ad targeting based on the geo prevalence of physician diagnosed & seasonal conditions. Condition Prevalence Ad Targeting is available for dozens of conditions like migraines, psoriasis, asthma, cholesterol, obesity, pollen severity, Gerd, osteoarthritis and dozens more.
Healthcare marketers including pharma, device and service providers face a significant shift in the way they reach and engage with their audiences.
We’ve compiled a list of items to understand how to quickly set up your audience engagement account to optimize reach, spend and reporting
Medical practices spend generously marketing their services to would be patients but much of those efforts are not hitting their mark. When it comes to search, that’s obviously a no brainer. Someone types in “dermatologist” and you’re listing comes up. It’s the right time, right place, right customer and the patient has high intent. But most patients seeking service do not click the sponsored results.
When marketing and plastic & cosmetic surgery procedures, one need only follow how patients do their research before buying. Would be patients most often visit their favorite search engine to learn more about specific cosmetic procedures.
Patients seeking to learn more about cosmetic dental procedures often end up on one of hundreds of popular health sites like Everydayhealth.com, WebMD.com, Sharecare.com, Healthday.com and others. This is why Tap Native ads appear inside or directly below those articles.
Digital marketing to physicians can increase patient referrals dramatically when executed properly. From recommending products or referring patients to medical facilities or physicians with specialized areas of expertise, building an HCP referral network is about driving clear messages. As a marketer you’ll need to create a clear message and maximize HCP touch points to drive home that message. Here are 5 things to consider when marketing to physicians digitally.
There are many reasons why Tap Native has been adopted by hundreds of premium health, medical and lifestyle digital publishers. Certainly, CPMs are far higher than typical native and content recommendation style ads.
In 2018 we realized that health, medical and wellness publishers lacked a serious monetization solution so we built one. Our parent company, eHealthcare Solutions, was already working with hundreds of health publishers on the consumer and pro side. Since that time, Tap Native has become the leading health focused native ad platform and has been adopted by over 4400 top publishers.
Medical association marketing has become a cottage industry. There are now hundreds of national and regional medical associations and societies vying for the attention of physicians and other healthcare professionals across the Web. They don’t just compete with each other, they compete with HCP focused social media sites, job boards and news sites all vying for the attention of healthcare professionals.
We know health sites are an ideal place to reach women about all sorts of topics. From healthy eating and fitness to wellness and beauty products, the women’s demographic congregates on wellness sites. Health sites in particular have proven to be an ideal marketing channel for several fundamental reasons. As opposed to news sites, political sites, celebrity sites, social media sites etcetera, Health sites are quiet places for women to be self-reflective and to make deeply personal choices. In addition, most marketers understand that women make up 85% of household purchase decisions and are well aware of women’s formidable influence on all things commerce.
Whether your offer is RX or OTC, offering free samples to physicians and other HCPs is a great strategy. Not only is putting your product in the hands of a physician a great way to solidify mindshare in the HCP, having them hand out your product to patients is an ideal way to create trust for the brand in both the HCP and the patient alike. Offering free product samples is a tried-and-true strategy which has been practiced for years but here’s some updated tactics to think about when orchestrating a digital marketing campaign targeting physicians.
Engaging physicians and driving home key message points is exponentially more effective when the click is followed with an email.As marketers, we can only follow-up with physicians if they have self-identified by filling out a web form or if you can know the name of the physicians that have clicked your ads.
The following are examples of successful native ad campaigns run across the Tap Native health platform. These case studies have been anonymized but may look familiar as several of them have reached millions of users.
The majority of authenticated HCP marketing services are provided by technology companies arbitraging RTB. Those providers build dashboards which plug their advertiser’s ads into RTB exchanges, SSPs and other distribution outlets.
Having worked with dozens of leading health and medical publishers for over 3 years now, Tap Native has built a programmatic/backfill strategy for partners. The solution fills standard IAB units with quality health offers and provides 100% fill.
Tap Native is a health focused ad platform relied on by hundreds of digital health and medical publishers including non-profits, medical associations, and societies as well as health publishers with extremely high editorial standards and conservative expectations for the types of ads which appear on their digital properties.
If you’re operating a consumer health, wellness, or medical website then somewhere between 2% and 10% of your visitors are healthcare pros (HCPs). HCPs include physicians in every specialty, the full spectrum of nurses, pharmacists, physicians’ assistants, dentists, chiropractors and more. HCPs are an incredibly valuable segment of a digital health publisher’s audience
Reaching HCPs at the right time and in the right frame of mind is key to delivering your message. We call the ideal time of interaction the moment of discovery Like all of us, HCPs periodically
On average around 4% of the visitors to consumer health sites are in fact authenticated healthcare professionals. HCPs visit consumer health sites for all sorts of reasons.
An NPI number is part of the healthcare provider identification system adopted by the U.S. Department of Health and Human Services as part of the Health Insurance Portability and
If you are a performance focused marketer, you’re likely less concerned with tactics like branding and metrics like ad viewability.CPA focused marketers are often most
Creating an ad on Tap Native requires 4 basic assets, they are 1. An image 1000x600 PNG, JPG or GIF file 2. A Headline, 59 characters with spaces
Trial enrollment marketing is the process of promoting clinical trials to recruit qualified participants. This includes strategies to increase awareness, educate potential enrollees, and drive qualified applications from individuals who meet specific eligibility criteria.
Reaching new and expectant mothers with targeted digital advertising can be a challenge. There are hundreds of different websites and sections which cater to new and expectant moms
There are 4 fundamental characteristics inherent in every successful content marketing campaign we’ve fulfilled for hospitals and health systems. They...
There are many ways of creating targeting criteria on Tap Native. This overview will help guide you through the options for creating targeted campaigns on Tap Native...
We all need ideas to get the creative juices flowing. Below you’ll find several generic concepts to help you brainstorm ways of presenting your health centric product or service...
Buying search is smart because you’re reaching people about exactly what they want at the right time. The fact is, the majority of searchers don’t click the sponsored links...
We’ve compiled a short list of important things to understand about your Tap Native content marketing account. Take a moment to understand these so your efforts are more fruitful
Tap Native’s Health Traffic Exchange is an ideal way to drive in-market health audiences to your site and content without paying a dime
While typical banner and display ads have suffered fatigue and continued declines in engagement rates, in-content native ads are creating record engagement
You have a health-related offer for consumers or healthcare professionals. Your organization has spent a ton of time, money and resources
How providing multiple choices for engagement increases revenue for publishers and the value of native advertising spend for advertisers
Creating a competitive ad is essential to generating clicks as well as reducing your overall cost per click
Native advertising in healthcare is a burgeoning trend among healthcare marketers engaging in content-based marketing
The health and wellness industry allocates billions to advertising budgets, creating one of the largest advertising categories in the U.S
The native content marketing boom is particularly relevant in healthcare because healthcare is such an information rich industry
Here are some great tips for choosing the best images for your native ads.
Monetizing visits from Healthcare Professionals
Native advertising will drive 74 percent of all display ad revenue by 2021 according to sources like Business Insider. The reason is
Healthcare marketing is booming as more people take an active role in staying healthy. Innovative healthcare marketers are achieving a new level of success
Connect with healthcare professionals at scale. Our platform delivers precision-targeted native advertising
to HCPs across the most trusted medical publications.