Tackling Privacy and Cross-Screen Audience Targeting for a Medical Device Company

Privacy remains a top concern in the pharmaceutical industry for consumers, healthcare providers (HCPs), and marketing executives alike. This is especially true as the industry embraces telehealth and people turn to web searches and social media for medical advice. The U.S. telehealth market, valued at 142.96 billion USD in 2023, is expected to grow to 504.24 billion USD by 2030. Following this trend, regulations preventing data misuse are on the rise. Online activities, like searching for symptoms, will be more difficult to access for marketers looking to identify potential customers, especially with the depreciation of cookies. First-party data activation is becoming more regulated and ranks as the No. 3 concern among U.S. brands and agencies, according to the Interactive Advertising Bureau (IAB) data.  

While the medical device industry must leverage consumer data to effectively reach those in need, doing so ethically and in a privacy-safe manner requires careful navigation and flexibility. Companies are turning to IP addresses, Device IDs, and households as a new solution to target niche audiences in a cookie-less world.  

Working with a partner that takes first-party data seriously and adheres to both national and state regulations is a crucial step to maintaining client trust. By adapting to this climate, successful marketing can continue to allow healthcare brands to educate the right people, harness cross-screen audience targeting, and transform awareness into action, effectively boosting conversions.  

The Medical Device Company’s Challenge

While navigating the dynamic healthcare industry, an emerging medical device company aimed to increase brand awareness among its niche target audience. Their primary goals were to drive site traffic, increase webinar sign-ups, and evaluate creative performance across digital and CTV environments. The company segmented consumers by age, location, and medical condition to ensure precise audience targeting.  

Goals
• Increase website visitation
• Drive interest in webinar sign-ups

The Solution

Partnering with Cadent, the medical device company launched a campaign across premium CTV and OLV inventory to determine the most efficient advertising medium.  

The Plan

Cadent securely onboarded the client’s pharmaceutical audience data from Swoop into the Aperture Audience Studio, and then enhanced the target audience accuracy by mapping segments to households and connecting device IDs using the Aperture Viewer Graph. The campaign, activated via Aperture Converged TV DSP, successfully delivered ads across premium CTV and OLV inventory, ensuring placement in high-quality brand-safe spaces, and never on made-for-advertising sites. Most importantly, consumer touchpoint data was tracked and connected from ad exposure to homepage interactions and webinar sign-ups using Innovid and Aperture pixel technology. Qualified conversions attributed to ad exposures were used to optimize and improve performance efficiency, in real time. This closed-loop measurement beautifully painted a picture of how and why a customer is driven to the company website. 

The Results

Aperture Viewer Graph technology revealed that OLV channels yielded significantly higher conversion rates than CTV for the medical device company.

By The Numbers
• 51% decrease in cost per visitation
• 42% average week-over-week increase in homepage visits among the targeted audience

By shifting budget toward OLV, Cadent effectively maximized client media spend, minimized waste, and ultimately increased conversions and ROI – in a fully privacy-compliant manner. 

Next Steps

Want to learn more about how Cadent and the medical device company partnered for a data-driven CTV and OLV advertising campaign?