As more healthcare providers (HCPs) are following stay-at-home orders and conducting wellness visits through telehealth, healthcare marketers have a unique opportunity to use CTV advertising to reach their target clinician audience. However, healthcare marketers have been slow to act on this advertising opportunity, with nearly 70% of all healthcare advertising spend still funding linear advertising.4 As traditional TV continues to decline, and the use of streaming services continues to increase, healthcare marketers should consider the benefits of CTV advertising for future campaigns. A linear strategy is one in which viewers or listeners have to tune into a particular channel at a specific time to receive an advertisement, such as watching an 8pm program on cable TV.4
What is CTV Advertising?
HCPs Use CTV Devices Now More Than Ever
The largest group of subscribers of CTV devices are those aged 30 to 44 years, (85% of whom either currently subscribe to streaming services or have in the past). A total of 62% of people aged 55 to 64 currently or have previously subscribed to streaming, a number that has increased after COVID-19.4 This is especially important for healthcare marketers targeting HCPs, as the average age of licensed physicians in the United States is 51.5
The rise of professions such as physician assistants among young people also presents an opportunity for CTV advertising to HCPs as 86% of millennials and Gen Zers watch their favorite programming through CTV.6
How to Reach HCPs on CTV Media
Benefits of CTV Advertising for Healthcare Marketers
- Access: Healthcare marketers can reach their audience in more efficient ways, as campaigns are more targeted, measurable, cost-friendly, and on-trend with HCP behavior.
- Cost: The ability to target on CTV provides a more streamlined healthcare audience targets, reducing media waste and campaign dollars on those who do not fall under the healthcare umbrella.
- Impact: CTV advertising provides the ability to assess progress against goals and metrics while a campaign is live—and make campaign optimizations and adjustments before the flight end date.
- Reach: For cable cord-cutters, CTV can reach those audiences almost instantly, using 1:1 targeting, IP-based device mapping, or household categorization.
Moving Forward With CTV Advertising
“Adfire Health’s CTV advertising effectively delivers the brand message to the core target audience at volume-discounted rates and outperforms the competition.”
References
1. https://www.emarketer.com/content/connected-tv-advertising
2. https://healthcaresuccess.com/blog/healthcare-marketing/why-healthcare-should-care-about-ott-advertising.html
3. https://www.emarketer.com/content/ott-ctv-advertising-will-breakout-star-of-2021-sponsored-content
4. https://www.emarketer.com/content/us-healthcare-and-pharma-ad-spending-2019
5. https://www.mdlinx.com/article/how-old-is-too-old-to-practice/lfc-1445
6. https://steelhouse.com/connected-tv-viewers-are-generally-young-and-affluent/