Haymarket Media, the parent company of Campaign, MM+M and PRWeek, unveiled HayloARC, a health-focused demand-side platform (DSP), on Monday.
Effective immediately, HayloARC is available for use by advertisers and medical marketing agencies seeking to better interface with healthcare professionals (HCP) and patients.
To accomplish this, HayloARC utilises first-party HCP data derived from 30-plus medical publications owned by Haymarket Media.
The use of this first-party data is intended to provide a “higher fidelity audience quality” needed for high-performing campaigns on behalf of health brands.
As opposed to other DSPs reliant on third-party HCP audience sources, HayloARC’s technology supports greater targeting and efficiency capabilities for medical marketers thanks to Haymarket’s existing library of medical media content.
“We recognised a critical need in the market for a DSP that better understands the complexities and nuances of healthcare advertising,” Haymarket Media CEO Mike Graziani said in a statement. “HayloARC combines our deep expertise in medical media with cutting-edge programmatic technology. Our first-party data advantage means healthcare marketers can achieve greater accuracy and campaign effectiveness than ever before.”
Additionally, HayloARC was designed with programmatic buyers in mind, specifically a user-friendly interface supported by AI-automated tools to streamline repetitive tasks and reduce the potential for human error.
The new DSP is also supported through a strategic partnership with PurpleLab as well as an integration with Cedara.
By aligning with PurpleLab, HayloARC is providing advertisers with a way to more accurately measure script lift and other patient journey milestones.
Meanwhile, the Cedara integration provides medical marketers with energy management by optimising computational efficiency with ad spend in order to lower waste and enhance sustainability.
“HayloARC allows healthcare marketers to execute more effective, efficient and responsible digital campaigns,” stated Louis Naimoli, VP of programmatic business development and strategy. “HayloARC sets a new standard for programmatic advertising in healthcare, delivering superior results and increasing the focus on sustainability, while providing customers with a boutique experience that fits their needs.”
Those interested in additional information or a demo of HayloARC can visit their website.
