Global programmatic advertising agency VivaKi announced yesterday that it will be working with Publicis Health Media (PHM) to bring programmatic advertising to the pharmaceutical and healthcare sector. PHM will be using a custom version VivaKi's Audience On Demand (AOD) media buying solution, which will use PHM's expertise to address the unique needs of the healthcare sector by “Layering in the processes needed to ensure compliance with federal regulations and patient privacy laws.” This means that as well as facilitating access to data, stock and technology partners, AOD will be augmenting the workflow of the new custom solution with steps to “Identify and adhere to advertiser-specific medical, legal and regulatory policies and preferences.” VivaKi will also be using its VivaKi Verified process to ensure all partners are properly vetted, something that's particularly important when you're dealing with people's health.
Publicis Health Media will be using a custom version VivaKi's Audience On Demand media buying solution
Doug Kofoid, president of global solutions at VivaKi, says that “Programmatic adoption has been slow” in healthcare when compared to other industries, but that he feels PHM are leading the way forward. He says they created the custom solution in partnership with PHM “To reach direct-to-consumer and Healthcare Professional audiences at scale and more accurately measure campaign performance.” He adds that “AOD has provided Publicis Groupe agencies and clients with a centralised point of access for best-in-breed technology, inventory and data partnerships since 2008,” and feels that with PHM on board, they now have “An industry-specific solution to meet the needs of pharmaceutical advertising.”
VivaKi – Audience On Demand Explained
Matt McNally, president of PHM, said they have seen “New media products and offerings enter the space,” but have found that “Most are not tailored to the health and wellness industry.” He believes that VivaKi, however, has the answer they've been looking for. He adds that PHM pride themselves on “Understanding healthcare and how to innovate in the space and connect publishers, pharmaceutical and health brands and consumers in ways that bring solutions to consumers in real-time while they are seeking support for specific health conditions.” A statement he appears confident the new solution from PHM can comfortably backup.
There are three clients expected to participate in a beta test for the new solution this year, which will be testing aspects of the program that are specific to the pharmaceutical industry
There are three clients expected to participate in a beta test for the new solution this year, which will be testing aspects of the program that are specific to the pharmaceutical industry. Marie Casimer, global media lead of the digital strategy group at AstraZeneca L.P, one of the clients who will be taking part in the testing, said they are “Excited to pilot a programmatic buying solution that was developed with the pharmaceutical sector's regulatory requirements in mind” She thinks that “Being able to have messages offered to consumers and HCPs in real-time when they express interest in a particular condition or health need,” will be a valuable service. Matt Spengler, executive director at Rodale Corporate Digital, another client who will be involved in the beta, said they are working with PHM and VivaKi to ensure AOD Health's programmatic access to their “Premium health and wellness properties drives insightful and impactful results for clients.”
Official Publicis Health Media Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.
