How Healthcare is Powering Up CTV Investment

Author: Peter Jones, Head of Sales, Premion.

Today’s consumers are more health-conscious and focused on self-care, prompting healthcare marketers to rethink their media strategies and evolve their messaging to highlight improvements in patient experience.

To meet consumers where they are, healthcare marketers are increasingly turning to Connected TV (CTV), which combines precise targeting with high engagement and enables the delivery of highly localized, contextually relevant ads. CTV’s addressability allows healthcare businesses to target local audiences at scale, including by DMA, states, and zip codes, while combining geo-targeting with interests and behaviors.

Healthcare Advertisers Fuel Local CTV Growth

The Healthcare sector significantly increased its media investments in CTV/OTT from 2022 to 2023, building on momentum from the pandemic years, according to BIA’s U.S. Local Advertising Forecast. The continued rise in spending reflects strong confidence in CTV/OTT audience targeting. Local Healthcare ad spend on CTV/OTT is projected to grow from $287.4 million in 2024 to $325.4 million in 2025—a 13.2% increase—representing 2.6% of total local Healthcare advertising. By 2026, that number is expected to reach $353 million, a 10.9% CAGR from 2024 to 2026.

Streaming has become a go-to source for health-minded consumers.  According to the MRI-Simmons November 2024 Cord Evolution study, 88% of adults who regularly go to the doctor for check-ups are ad-supported CTV/OTT viewers. Additionally, 63% of ad-supported CTV/OTT viewers recognize the importance of seeing a doctor when they feel ill, while 61% research treatment options on their own before consulting a doctor. This makes CTV a valuable channel for healthcare advertisers to connect with an informed, receptive audience seeking guidance on health, safety, and care.

Real-World Success Stories with CTV Advertising

Building Brand Preference in a Competitive Healthcare Market

A large healthcare organization with 300 locations and ten hospitals sought to enhance its brand perception in a competitive market dominated by a world-renowned research hospital. The organization turned to Premion to engage key demographics across two major markets and demonstrate the campaign’s effectiveness in improving brand preference.

The campaign used a precision targeting strategy to connect with consumers at pivotal life stages, from early family planning to specialized care later in life, strengthening brand relationships and preferences. Premion measured key outcomes such as overall brand preference lift, preference compared to the competition, and increased preference among prospective patients and young adults.

The results were impressive: the campaign surpassed the world-renowned research hospital in brand preference, increased overall brand preference by 27%, and saw significant gains in key growth segments—27% among prospective patients and 19% among young adults aged 25-34

Driving Brand Awareness and Preference with Advanced Audience Targeting

For a large integrated healthcare system in a top 5 market, Premion used Crossix targeting to reach specific audiences with neurology, cardiology, and oncology messaging. This advanced targeting strategy reached a 73% unduplicated audience that had not been exposed to the ad on linear TV, effectively extending the overall campaign’s reach.

The Premion campaign also delivered significant brand lift: a 29% increase in aided brand awareness, a 195% boost in brand preference, a 61% lift in brand consideration, and a 159% improvement in the brand attribute, “Doctors working here are experts in their field.”

With accelerating streaming adoption, CTV has emerged as a key performance channel for healthcare marketers. By delivering precise audience targeting and measurable outcomes, CTV enables brands to maximize their marketing impact and drive tangible results.

Download our free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook: Winning Strategies for Marketers in a Shifting Advertising Marketplace,” for more insights on developing and implementing an effective CTV advertising strategy.

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