After 1 Week in Market: EHRs Need to Listen to What DSPs are Telling Us.
After just one week of going live with our LinkedIn page and website, the buzz is already building around LANE4.io. Conversations with a half-dozen Demand-Side Platforms (DSPs) have been illuminating, and here’s what we’ve learned:
DSPs need and want an SSP specifically for Electronic Health Records (EHR). Why? EHRs are a treasure trove of underutilized ad inventory, and accessing this inventory is complicated:
EHRs are unlike typical ad publishers: Their complexity makes individual integrations inefficient and difficult for DSPs to navigate.
Limited reach and inventory: Individual EHR integrations offer far less scale compared to what DSPs are used to from most ad publishers.
Low efficiency and access: The combination of limited inventory and difficult integrations makes it hard for DSPs to prioritize EHRs.
EHRs offer highly contextual, privacy-compliant environments with high-intent audiences that DSPs can’t find elsewhere. LANE4.io is streamlining EHR connections to unlock this untapped potential.
We’re not just building connections — we’re streamlining EHR advertising. Connecting life science brands, media agencies, and DSPs to the most relevant ad units on the market. Early feedback confirms we’re onto something big. Stay tuned as we continue forging a path toward a simplified EHR ad ecosystem!