EHRs Are Sitting on a Goldmine: Why Programmatic Advertising Is Their Future

Introduction

Electronic Health Records (EHRs) are uniquely positioned to generate significant ad revenue, but many are still stuck in outdated methods. Manual ad buys are slow, inefficient, and leave money on the table. It’s time for EHRs to embrace the programmatic revolution—and here’s why.

1. Efficiency Is Everything

Manual direct buys through aggregators are like using a fax machine in a world of instant messaging. They’re slow, labor-intensive, and prone to human error. With programmatic advertising, the process is automated. EHR platforms can seamlessly sell ad inventory through real-time bidding (RTB), saving time and effort for everyone involved.

Imagine an ad placement process where you don’t need back-and-forth negotiations, mountains of paperwork, or endless emails. Programmatic gets it done in milliseconds—leaving your team free to focus on other strategic priorities.

2. Get Your Fair Share of Revenue

Aggregators often take a hefty cut of the revenue pie, leaving EHRs with less than they deserve. Programmatic advertising eliminates the middleman. By integrating with Supply-Side Platforms (SSPs) that help and access multiple demand partners, EHRs can command better prices for their ad inventory while maintaining full control over their ad space.

Plus, programmatic platforms use algorithms to match your inventory with the highest-bidding advertisers, maximizing your earnings on every impression.

3. Better Access to Demand

One of programmatic advertising’s biggest advantages is its access to a larger pool of advertisers. Unlike manual direct buys, which often rely on a limited set of relationships, programmatic connects EHRs with a global network of demand-side platforms and advertisers. This competition among buyers drives up ad prices, ensuring EHRs get the best value for their inventory.

With more demand comes more revenue. By opening your inventory to a broader market, programmatic ensures you’re not leaving money on the table—even for niche or unsold ad spaces.

4. Pre-Bid Capabilities

Pre-bid technology is a game-changer for EHRs. It allows platforms to sell ad inventory programmatically while maintaining the structure and benefits of direct manual buys. With pre-bid, EHRs can package inventory to meet specific buyer requirements—ensuring advertisers get exactly what they need—but without the inefficiencies of manual processes.

This approach bridges the gap between direct sales and programmatic, providing the best of both worlds. It ensures premium inventory is sold at optimal prices while leveraging automation to streamline the process.

5. Agency Preference for Programmatic

Advertising agencies increasingly prefer to buy programmatically. Why? Programmatic offers them greater efficiency, better-targeting options, and real-time analytics—all of which make it easier to justify larger budgets. As agencies disproportionately allocate funds to programmatic channels, EHRs that embrace programmatic advertising are better positioned to capture this growing wave of demand.

EHRs can tap into bigger budgets and long-term partnerships by catering to agency preferences, ensuring sustainable revenue growth.

6. Flexibility and Scalability

Programmatic advertising isn’t just efficient—it’s adaptable. Need to fill unsold inventory quickly? No problem. Programmatic platforms make it simple to pivot and scale without the logistical headaches of manual processes.

This flexibility ensures that your ad inventory never sits idle, maximizing your revenue potential at all times.

7. Transparency and Insights

Unlike traditional methods, programmatic advertising provides crystal-clear insights. You’ll know who’s buying your inventory, how much they’re paying, and how the ads perform. These analytics empower EHRs to optimize ad strategies, ensuring long-term growth and success.

Conclusion

EHRs are sitting on a goldmine of premium ad inventory, and programmatic advertising is the key to unlocking its full potential. It’s faster, more profitable, and infinitely smarter than manual direct buys through aggregators. By making the switch, EHRs can boost their bottom line and enhance the user experience with highly relevant, data-driven ads.