Healthcare in the Living Room: Harnessing CTV for Precision Marketing and Expanded Reach
The rise of Connected TV (CTV) has revolutionized how healthcare organizations reach and engage health consumers and HCPs. With the ability to combine impactful storytelling and precise targeting, CTV has transformed living rooms into powerful spaces for healthcare outreach.
Before we dive in, let’s check out some of these key statistics:
Increased Adoption: By 2024, the number of U.S. households with at least one connected TV device reached 87%, reflecting a growing trend toward streaming content over traditional cable.
Advertising Spend: Brands increased their investment in CTV advertising, with spending reaching $27.5 billion in 2024, a 23% increase from the previous year.
Health Content Engagement: Health-related programming on CTV platforms saw a 35% increase in viewership in 2024, indicating a rising consumer interest in health and wellness content accessible from home.
Interactive Features: Approximately 60% of CTV users engaged with interactive health campaigns, such as virtual fitness classes or wellness app integrations, highlighting the platform’s potential for active consumer engagement.
Demographic Reach: CTV platforms reached a diverse audience, with significant penetration across various age groups: 78% among ages 18-34, 85% among ages 35-54, and 70% among ages 55 and older, demonstrating the broad appeal of CTV for health messaging.
These statistics underscore the expanding role of Connected TV in reaching health consumers and HCPs directly in their living rooms, offering a dynamic avenue for health education and engagement.
At Throtle, we recognize the vast potential of CTV to deliver personalized, meaningful engagement in a privacy-compliant manner.
The Growing Power of CTV in Healthcare Marketing
CTV’s rapid growth has made it a critical channel for healthcare campaigns. Offering a blend of traditional TV’s visual impact and digital advertising’s precision, CTV is uniquely positioned to bridge the gap between awareness and action in healthcare outreach.
Key benefits include:
Broadened Reach: CTV allows marketers to access audiences that have moved away from traditional cable TV, particularly younger, tech-savvy demographics.
Precision Targeting: Using advanced identity resolution, CTV campaigns can be tailored to specific healthcare segments, ensuring the right message reaches the right audience.
Engaging Storytelling: With video as the medium, healthcare brands can craft compelling narratives that resonate emotionally and inspire action.
Why Healthcare Marketers Should Prioritize CTV
Health consumers and HCPs expect more from healthcare communication. They want messages that feel personal, relevant, and aligned with their needs. CTV provides an ideal platform for healthcare marketers to:
Deliver Personalized Content: Using identity resolution, healthcare brands can deliver customized messages tailored to health consumer demographics, interests, and healthcare needs.
Educate and Inform: Through visually engaging storytelling, CTV campaigns can educate audiences about treatments, wellness initiatives, and preventive care in a way that traditional ads cannot.
Build Trust Through Transparency: Video ads on CTV provide an opportunity to humanize healthcare brands, fostering trust and credibility with health consumers and HCPs.
Overcoming Challenges with Privacy -Compliant CTV Campaigns
While the potential of CTV is undeniable, it’s essential to navigate health consumer data responsibly. Throtle’s identity solutions ensure privacy-compliant campaigns by:
De-identifying data to protect health consumer privacy.
Integrating anonymized healthcare-specific data to ensure campaigns are relevant and actionable.
Maintaining compliance with HIPAA, state consumer privacy regulations, and the Video Privacy Protection Act.
With our technology, healthcare organizations can confidently leverage CTV to engage audiences without compromising trust.
Bringing Healthcare into the Living Room
CTV has redefined what’s possible in healthcare marketing, offering an unparalleled combination of reach, precision, and storytelling power. By leveraging this medium, healthcare brands can meet health consumers and HCPs where they are—literally in their living rooms—delivering personalized, impactful messages that inspire action.
At Throtle, we’re excited to help healthcare marketers take advantage of this dynamic channel. Let’s bring healthcare into the living room, one connected screen at a time.
Discover how Throtle’s privacy-compliant solutions can elevate your CTV campaigns. Contact us today to learn more.