#197 - The Honest Programmatic Conversation Healthcare Marketers Need

If you are treating programmatic like paid search, you are likely measuring it wrong and leaving growth on the table.

In this episode, Evan, Cardinal's VP of Paid Media, and Lisa Fisher, Cardinal's Associate Media Director specializing in programmatic, break down what healthcare marketers actually need to understand about programmatic today. They unpack when it works, when it does not, and how to approach it without wasting budget. With deep experience managing multi-channel media strategies for healthcare brands, they share what separates inflated impression reports from real incremental growth.

You will learn:

• When to use programmatic after search hits saturation

• How to measure success beyond last click attribution

• What HIPAA, pixels, and BAAs mean for your strategy

• How upper funnel investment lowers incremental CPA

If you want a smarter, more scalable approach to patient acquisition beyond search, this is the episode to queue up next.

RELATED RESOURCES

The Search Plateau Problem: Why Healthcare Providers Need Incrementality Testing - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/healthcare-incrementality-testing/

When & How to Expand Your Healthcare Media Mix - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/expanding-channel-media-mix-strategy/

Privacy First: Marketing Technologies That Prioritize HIPAA Compliance - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/hipaa-compliant-martech/

How to Reach Niche Audiences with 3P Data - https://www.cardinaldigitalmarketing.com/healthcare-resources/blog/reach-niche-audiences-3p-data/