Programmatic Strategy

Mixing Linear TV and Streaming: How Simpli.fi + CoreMedia Transform Healthcare Targeting

Writer: Luis Reyes
Date: October 15, 2024

In today’s advertising landscape, healthcare advertisers face unique challenges. Strict regulations, such as the Health Insurance Portability and Accountability Act (HIPAA), limit the use of the agile, data-driven strategies common in other sectors. As Invoca points out, “There are no shortcuts healthcare organizations can take to overcome the HIPAA compliance challenge. The penalties for non-compliance can be steep, with fines up to $50,000 per violation.”

With this in mind healthcare advertising isn’t just about driving engagement; it’s about doing so while carefully navigating complex compliance regulations, vague reporting restrictions and the separation of vendors dictated by regulations. Despite these constraints, creativity and innovation in linear and streaming TV targeting have never been more accessible. Tools like behavioral targeting, geo-location, and custom-tailored audiences are now standard, offering advertisers a wide range of options to build campaigns that deeply resonate with their audiences.

Although healthcare operates under stricter regulations than other industries, where the stakes are higher and the rules more rigid, creativity doesn’t have to take a backseat. Quite the opposite.

A UNIFIED APPROACH: HOW SIMPLI.FI AND COREMEDIA ARE CHANGING THE GAME

So, how can healthcare advertisers break through these barriers while staying compliant on both their traditional and streaming TV buying? The answer lies in innovative partnerships and technologies that streamline the process without sacrificing creativity or compliance.

Enter the Simpli.fi and CoreMedia partnership. This groundbreaking integration allows healthcare advertisers to run unified campaigns across both linear and streaming platforms, ensuring compliance at every step. Kevin Gaffney, Senior Project Manager for CoreMedia, explains, “Learning from one applied to all. As marketers optimize and refine the media based on attribution of leads, that learning can be applied to all channels. For example, when a linear TV buyer sees that a specific network is outperforming others, they can use Simpli.fi’s streaming TV platform to also target viewers of that same network and analyze all the results in one place.” Here’s how it works:

UNIFIED WORKFLOW: Healthcare advertisers can seamlessly buy and analyze linear and streaming TV ads alongside other programmatic channels—including addressable, mobile, video, display, native, and social media—all through a single partnership. This streamlined approach eliminates the need to juggle multiple systems, reducing errors and ensuring a cohesive campaign strategy.
UNMATCHED HEALTHCARE AUDIENCE ACCESS: With over 69,000 campaigns for 11,000+ clients in 2023, our partnership has proven its ability to deliver safe, effective campaigns across the health and wellness landscape. Confidence in targeting and delivering to healthcare audiences is second to none.
COMPLIANCE-DRIVEN AUTOMATION: This partnership provides HIPAA-approved media buying solutions, simplifying compliance through automated processes. Advertisers benefit from working with our industry-leading support team, ensuring expert guidance within a seamless, unified experience.
OPTIMIZE CAMPAIGNS IN REAL-TIME: Leverage advanced reporting to make data-driven decisions, optimizing campaigns on the fly to ensure that every advertising dollar is maximized. With enhanced reporting capabilities, healthcare advertisers gain deeper insights into campaign performance, allowing for the full tracking of the customer journey—from initial engagement to final conversion—across all media types.
SCALE WITH CONFIDENCE: Run larger, more complex campaigns with the assurance that compliance measures are built into every step, minimizing legal and financial risks while maximizing reach and impact.

THE FUTURE OF HEALTHCARE ADVERTISING: EFFICIENCY MEETS COMPLIANCE

This partnership is a game changer for healthcare advertisers. Healthcare advertising doesn’t have to be limited by restrictions. With the right technology and strategic partners, healthcare marketers can achieve the creativity, personalization, and engagement that their audiences expect. The partnership between Simpli.fi and CoreMedia is a prime example of how healthcare advertisers can break through traditional barriers, unlocking new possibilities in both linear and streaming media.

In a world where compliance and creativity are often at odds, this solution bridges the gap, offering healthcare marketers a way to execute impactful campaigns that drive results while staying firmly within the boundaries of regulatory requirements. With healthcare advertising evolving as fast as the medical field itself, it’s crucial to stay ahead of the curve. Whether you’re dealing with the intricacies of compliance or simply trying to reach more engaged audiences, solutions like this are the future of healthcare marketing.

Ready to bring your campaigns to life without the headaches of compliance?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.