MDC Advertising, a New York-based healthcare communications firm, this week announced it has relaunched as “MDC: The Programmatic Healthcare Agency.”
The company will use MediaMath’s demand-side platform (DSP) for its programmatic buying.
The healthcare industry was slow to break into programmatic advertising because of the strict limitations pharma marketers have when it comes to the use of audience and cookie targeting. MDC asserts it will comply with all “relevant regulations,” citing its familiarity with the regulations given its long history in the industry.
“I’ve been in healthcare advertising for more than 40 years and nothing has been as exciting as the work we are doing today through the use of programmatic media strategies,” stated Eric Malter, founding partner and CEO of the healthcare agency.
Applying programmatic ad targeting to healthcare campaigns may be rare -- at least compared to the likes of retail -- but it’s not unprecedented.
Last fall, Publicis Groupe’s VivaKi teamed with Publicis Health Media, the media planning and buying agency within Publicis’ healthcare communications group, to bring programmatic tech to the healthcare industry. Additionally, in the fall of 2013, PageMatch brought programmatic ad targeting to pharma marketers by finding an alternative way to target -- one that didn’t rely on cookies.