Prescribing Identity

Identity is the new currency of online advertising. It improves CPMs for both sides by allowing an advertiser to target only those people they want to reach, albeit at a higher CPM, and avoid wasting impressions on unqualified non-customers.

Advertisers, particularly in the healthcare space, have a powerful interest in reaching the right healthcare professionals at the right time. This means combining identity and context for the most relevant exposure to an advertiser’s message on your web sites.

Medical advertisers have proven there is a boost in written prescriptions when you hit the right physician with the right message at the right time.

“Media can be targeted in very specific and strategic ways,” offers Wayne Obetz, VP, Investment Analytics & Decision Sciences at CMI/Compas.

“Brands do not need to be content with a broad brush, reaching physicians only by specialty—it is now possible to incorporate other details about the physicians and their practices, which influence their information seeking behaviors. Brands can begin to personalize the information they send, confident that they are providing value to physicians based on what we know about what information a physician needs and can act on, and how they are likely to access it.”

Without ONEcount, you have no idea who the right physician is, so the rest is just guess-work. You can’t yield the highest CPM without knowing who is on your site, and who is seeing your ads. You can’t prove the value of your brands to an advertiser without being able to show them who is seeing the ads.

ONEcount is the only platform that can identify your audience and inform content and banner targeting.

ID Media SVP and director of media strategy Michael Baliber agrees. He notes that the CPM with endemic partners can be as high as $100 to $150, since many drug marketers want to appear in this competitive marketplace.

Large pharmaceutical advertisers are willing to pay a premium to reach specific prescribers. “If you’re getting an $80 CPM for a banner run of site, I may be willing to pay a $300 CPM for that doctor—if it’s a doctor I want to target,” said one top-level ad industry executive.

And therein lies a concern for many publishers. What if I deploy ONEcount and find out that my audience isn’t worth an $80 CPM, much less that $300 premium price point. What if you identify your audience and find out they aren’t the people your advertisers are trying to reach?

That’s like someone avoiding a doctor’s visit because they are afraid of a bad diagnosis!

If you have a problem with your audience, the only way to identify it and fix it is with ONEcount. If you don’t have a problem with your audience—and most publishers really don’t—ONEcount helps leverage what you have to get the maximum CPM per impression.

The pharmaceutical industry is moving toward identity-based advertising at a record pace. Companies like CMI are pushing the envelope and asking publishers to provide deeper and deeper insight—and greater accountability—into their audiences.

In an identity-based economy, not knowing who your audience is could actually siphon revenue from your bottom line.

In one scenario, an advertiser noted that if he were able to target a specific group of doctors on site A, but not on site B, he might opt to divert advertising dollars from site B and place them in non-endemic sites like ESPN or CNN. This sort of retargeting is being done across the online media space, and is starting to take hold in medical publishing. “If I can’t find my audience in the endemic space, I can go target them on ESPN or some other venue,” said one agency executive.

Identity is the new currency of online advertising, and ONEcount is the only identity-driven advertising and targeting data management platform (DMP).

For more information, contact Joanne Persico at 203.665.6211 x204 or

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