Programmatic #Pharma Mobile Ads Targeted to Physicians at Medical Meetings
Doctors who attend the American College of Chest Physicians' meetings will now receive targeted messaging on their mobile devices from advertisers on non-medical websites.
This represents a new way for medical associations to diversify their revenue stream and it also opens up new channels by which to target healthcare professionals.
The American College of Chest Physicians announced a new partnership with Social Reality, an advertising platform provider that delivers targeted ads to healthcare professionals attending the ACCP's meetings. It's Social Reality's first formal partnership with a medical association.
“We're able to target physical locations, be it hotels or convention centers within a 100-meter radius using cellular data and inside the building utilizing IP or WiFi targeting to meetings, hotel and practice locations,” explained Erin DeRuggiero, Social Reality's co-founder and chief innovations officer.
Physicians are not individually targeted. Instead, the platform targets specific spots and serves them in-app and mobile web banners. The ads show up on non-endemic, or non-medical content, like sports or news websites. Doctors may check these sources more frequently than they look at a medical journal's website.
Inventory on Social Reality is sold through its own programmatic platform.
You can learn more about programmatic digital ads by listening to this 5-minute Pharmaguy audio snippet: "Programmatic, Auction-Based Digital Ad Buying"; http://bit.ly/1REYhtk