Let the conversions begin!
By Rafael Cosentino
You have a health-related offer for consumers or healthcare professionals. Your organization has spent a ton of time, money and resources creating a great site, landing page and system to deliver it. Your team is ready, the system works great but the sales are only just trickling in. The problem is there aren’t enough users getting to your landing page and you haven’t found an efficient, cost effective or scalable method to get them there. If this sounds familiar let’s talk!
The online health marketplace is highly fragmented. There are thousands of websites that provide all sorts of content for consumers and healthcare professionals that are seeking clinical and business centric healthcare information. You can buy search links, but the CPCs are sky high and the volume is way too low. You can buy display ads on some sites directly, others through networks and still more programmatically. Sometimes they work, mostly they haven’t, there’s little engagement and still the traffic only trickles in. Each of these channels has its own pros and cons, challenges and limitations and I know because I’ve been in ehealth, AdTech and native advertising for 20 years now. I realized that creating a serious marketing channel within healthcare would have to overcome 3 major barriers:
1. Cutting through the noise.As much as I love display advertising, the engagement rate is too low, programmatic is problematic, CPM pricing places all the risk on the advertiser and if you’re able to transact online, why are you spending all your budget on display anyway? Native ads are far more efficient at creating engagement. Specifically, unbranded, content recommendation style, image+text ads placed within editorial content are exponentially more effective at creating user engagement than display ads, sponsored posts etc. Additionally, native display ads that use effective headlines for their intended audience create awareness to audiences that aren’t searching. Cutting through the noise for health centric offers also means enjoying a health focused environment where the signal to noise ratio is far higher than on depressing local news sites, divisive political sites, noisy pop culture sites and the like. Most importantly, cutting through the noise is a combination of ideal site content and context, ad placement, ad format and catching the audience at the right time and in the right frame of mind. That’s a lot of conditions that simply aren’t met in most other online environments.
2. Defragmenting health audiences.Health is unlike other verticals and demands subject focus. Health sites don’t want ads about mortgages, car insurance, or ads with images featuring scantily clad bodies. Health sites want health ads and those ads must adhere to a higher level of quality which includes a sensitivity to specific creative. And we know there are significant regulatory issues and advertiser sensitivities that non-health focused ad providers don’t understand. Health sites include general health sites, medical societies, associations and non-profits all of whom have elevated editorial guidelines. These are folks who simply won’t run native or content style ad from the usual list of suspects. As we enter the post-clickbait era, it is important for us to create an offer which will be accepted by all types of health focused organizations. You see, without great health sites accepting native ads we could not start interacting with these great audiences that for the most part have been tucked away and rather elusive. In addition, health is a huge vertical, there’s around 70 medical specialties and approximately 200 therapeutic categories. Defragmenting audiences also means correctly categorizing each of the sites, their sections and content into buckets that can be aggregated to scale campaigns efficiently.
3. Analytics & Optimization Online performance marketing has become more complex, especially for health marketers. Seasoned marketers use software tools like Voluum, Cake and Tune. They use conversion pixels, track backs, UTMs and macros. They measure CPAs by site, by audience, GEO and even time of day. Tap Native provides access to these elements within a dashboard that allows marketers to target specific consumer or professional health audiences, at scale, A/B test their creative and landing pages, track conversions and optimize.
Tap Native ad units now appear across hundreds of consumer and professional health focused websites including general health sites, forums, condition specific sites, medical societies, associations, patient portals, drug reference sites, online pharmacies and more. We are excited about the health focused channel we’ve built because it’s allowing great organizations to introduce products and services to a marketplace that is exploding with innovation. So, let the conversions begin!
Tap Native ad units are integrated within the content of popular health destination sites. You can see in the example below that Tap Native ad units focus on health and provide the source of the content: