SUMMARY: PulsePoint™ connects the dots of healthcare marketing and delivers health messaging where audiences are in their healthcare journey. The platform accesses contextualized health content and related, engaged audiences to deliver relevant marketing messages through partner platforms like Facebook, Instagram, Pinterest, and Twitter, as well as native, video, content discovery, search, display, and connected TV channels. But there are still issues with programmatic.
While the world of healthcare has witnessed impressive progress over the past few decades, there is now massive complexity that has resulted in new challenges to the old adage of getting the right information to the right people at the right time. Until now, the lack of specialized workflow, platform fragmentation, muti-channel and multi-platform approaches towards optimization has limited healthcare marketing from utilizing programmatic technology.
Life by PulsePoint, gives marketers:
● Audience planning tools to curate consumer and healthcare professionals audiences across 90% of the US population and 1.2M health care professionals profiles.
● Streamlined health-specific workflow to target, upload creative, plan campaign level tactics, manage budgets, set and optimize campaign KPIs with unified audience and content insights across campaigns. ● Access to display, video, native, CTV, audio, social and search formats across thousands of health endemic and non-endemic publishers.
● Ability to activate data, insights, and audiences with sophistication from machine learning via Genome™ by PulsePoint, creating a holistic family of capabilities within the company’s service offering.
Today’s online ads are not about getting in front of as many people as you can, they are about getting relevant ads in front of highly targeted people. Programmatic buying usually produces pretty low engagement rates. Standard display advertising ads bought programmatically have very low CTR’s, about 0.18% of standard media, according to Google’s analysis. In other words, you get what you pay for. If you want cheap ads, you can expect very little in terms of effectiveness.
If PulsePoint is as advertised it could greatly impact digital pharma marketers campaigns but the industry has to look beyond impressions and clicks and focus on “cost per target action” and “cost per pages viewed”.
Then there is ad fraud. While advertisers are spending more than ever on programmatic, they also report having less confidence in the tactic than they did last year, and believe fraud rates are 5X what they deem acceptable. This kind of volatility is common across most digital tactics—and makes sense, given the newness of the category, its relatively low cost (compared to TV, radio, and high-end print), and complexity. Even when it’s working, it’s still going to cause a bit of angst.
PulsePoint needs to be investigated by pharma DTC marketers and agencies but the metrics will tell the whole story.