E-Guide

Researched and written by Becky Hallam, Sanwari Gupta, and Erica Hawthorne

Healthcare Programmatic
Maturity Model

You’re likely already integrating programmatic display advertising into your healthcare marketing mix—after all, it’s a crucial component of modern media strategy.

But where does your organization fall on the programmatic maturity spectrum?

Are you a newbie or a black belt? We designed the Programmatic Maturity Model to guide marketers through a systematic understanding of the different levels of programmatic expertise: from foundational knowledge to sophisticated programmatic-first approaches.

Use this model to assess your organization’s healthcare programmatic advertising capabilities, including needs, processes, tools, and outcomes, and pinpoint areas of opportunities for growth and impact. Unsure where you’re supposed to be? Don’t know where to focus next? Need help justifying new investment? This model will help you strategically plan your next steps.

Scroll to learn about the four phases of programmatic maturity.

Click the headers to dive into each phase.

Did you take the quiz? Click here to take it now.

Newbie

Sophisticate

Archetype

Just starting out with programmatic media

High confidence in programmatic for efficiency

Uses advanced programmatic features to drive marketing impact

Views programmatic as the enabler for ALL marketing

Definition of Programmatic Initiatives

Small discrete healthcare programmatic campaign

Programmatic commands a larger portion of the budget, expands across multiple brands

Refined use of programmatic technology and data to fine-tune campaigns

Maxes out on programmatic media first, before other media expenditures

Business Driver

Testing and innovation

Cost efficiency

Channel ROI

Cross-channel ROI

Scope of Programmatic Initiatives

One channel: usually banner display

Few channels: usually banners across display, video, native

Multichannel: banners across display, video, native, plus new creative formats for traditional channels like TV and audio/radio

Omnichannel: all channels are implemented seamlessly and sequentially (trigger-based) as one for full-funnel impact

Display banners

Display banners
Video
Native ads
DOOH

Display banners
Video
Native ads
DOOH
Search extensions
EHR
TV
Audio

Display banners
Video
Native ads
DOOH
Search extensions
EHR
TV
Audio

Creative Customization

No customization

Minimal customization

Creative is customized based on the role each channel plays in the customer journey

Sequenced messaging is deployed across formats on the fly

NPI Target List

NPI Target List
In-platform expansion

NPI Target List
In-platform expansion

NPI list that routinely includes in-platform expansion

Contextual targeting
Behavioral segments

Contextual targeting
Behavioral segments
Healthcare data segments (e.g., PulsePoint, Crossix, Swoop, PurpleLab)

Contextual targeting
Behavioral segments
Healthcare data segments (e.g., PulsePoint, Crossix, Swoop, PurpleLab)
First-party DTC data leveraging LiveRamp or another DMP

Custom application of DTC data segments based on audience quality performance across the campaign and full deployment of all offerings with customized budget priority

Performance Analytics Capabilities Needed

Campaign performance (delivery, clicks) versus goal

Campaign performance (delivery, clicks, AQ) versus goal

Additional insights gained from expanded platform reach

Real-time campaign performance by channel

Visibility into whole marketing funnel

Optimization of omnichannel execution using real-time campaign performance by NPI, audience segment, channel, geo/demo, trigger behavior, and clinical behavior

Performance Measurement

Last click model (limitation: this never shows effective)

Separate KPIs to measure the impact of each channel

Separate KPIs to measure the impact of each channel, including creative combination as well as the overall umbrella effect

Ability to measure audiences and behaviors across channels and HCP/DTC connection using audience quality and NPI device graph reporting

Goal of Measurement

Allocate budget for future campaigns

Design media plan

Deploy best performing targeting tactic first

Maximize movement through the funnel

Precision targeting
Reach against target list
Lower CPMs ($45 versus $300)
Less risk than direct buys
Better optimization opportunities

Access to more of the target population’s web journey than direct buys

Frequency control across the entire multichannel programmatic buy (not possible for direct buys)

Cost savings on platform fees as spend levels go up

Ability to build customer journeys based on real-world data

Better data drives higher performance

Economies of scale to negotiate agency and platform fees

Relation to Direct Media Buys

Programmatic is small part of the media plan; direct media buys deliver the majority of the media plan goals

Programmatic is leveraged for cost efficiency and scale

Direct media buys are leveraged for control (over inventory, placements, and pricing), and customization (of the messaging and the experience)

Programmatic and direct buys start integrating in one media plan, consisting of direct buys, specialty channels, and open web buys

Programmatic is part of an integrated media plan brought together in a data-driven omnichannel framework

Programmatic Expertise

Rely on programmatic partner for strategy and execution

Rely on programmatic partner to manage and optimize placement and creative

Planning and execution is shared across programmatic partner and in-house programmatic team

Programmatic planning and execution is completely in house

Leadership Involvement

Arm’s length

Informed

Advocate

Considers programmatic part of growth strategy

IN GRATEFUL MEMORY OF ERICA HAWTHORNE

The programmatic maturity model was developed in partnership with Erica Hawthorne, 1975-2024.

Erica was a trailblazer in the industry, and a longtime partner and friend of PulsePoint. During this time, she profoundly shaped the way we think and develop products, always driven by a clear and powerful mission. Erica was especially concerned that pharma advertising didn’t “speak” to underrepresented populations, and she made it her priority to change that. Her vision ensured that our work not only embraced innovation but also engaged those whose needs were often overlooked.

Erica was never afraid to challenge the status quo, bringing bold ideas to the table and always pushing us to think bigger. Her deep curiosity and passion for learning fueled her ability to create solutions that were both cutting-edge and deeply human. She understood that healthcare advertising had the potential to not just reach, but truly resonate with, people from all walks of life.

Her technical brilliance, combined with her compassion and fierce commitment to inclusivity, transformed both PulsePoint and the industry as a whole. She was instrumental in the creation of this programmatic maturity model, recognizing its potential to improve patient outcomes and healthcare accessibility.

Erica’s legacy is one of brilliance, kindness, and lasting impact. She was not only a giant in her field but also a friend, a mentor, and an inspiration. While we will miss her tremendously, her influence will continue to guide us. We are forever grateful for her leadership and the lasting mark she left on our work and the world.

Healthcare Programmatic
Maturity Model

Newbie

Scaler

Sophisticate

First

Archetype

Definition of Programmatic Initiatives

Business Driver

Scope of Programmatic Initiatives

Creative Formats

Creative Customization

Customer Data Sources: HCP

Customer Data Sources: DTC

Performance Analytics Capabilities Needed

Performance Measurement

Goal of Measurement

Value at this Stage

Relation to Direct Media Buys

Programmatic Expertise

Leadership Involvement

Healthcare Programmatic Maturity Model

Newbie

Scaler

Sophisticate

First

Archetype

Definition of Programmatic Initiatives

Business Driver

Scope of Programmatic Initiatives

Creative Formats

Creative Customization

Customer Data Sources: HCP

Customer Data Sources: DTC

Performance Analytics Capabilities Needed

Performance Measurement

Goal of Measurement

Value at this Stage

Relation to Direct Media Buys

Programmatic Expertise

Leadership Involvement

Healthcare Programmatic
Maturity Model