The Shady Playbook for Gaining Control of EHR Ad Inventory

There’s a tactic being used by certain demand-side partners to quietly seize control of EHR ad inventory—and it’s working.

Here’s how the play unfolds:

1. Show up strong—The partner delivers solid advertiser demand early—fast revenue, smooth sailing.

2. Build dependency—The EHR deprioritizes onboarding other demand sources. Why bother? This one’s working.

3. Cut the feed—Suddenly, demand disappears. Revenue dries up. Forecasts miss. Panic sets in.

4. Apply pressure—The partner reappears with a message: “Give us exclusive access, and we’ll turn demand back on.”

It’s deliberate. It’s calculated. And it’s happening to EHRs right now.

Why It Works

EHRs aren’t built to navigate ad demand strategy. Their focus is where it should be: clinical workflows, providers, and patient care—not monetization ad units.

Certain demand-side partners know this, and they will exploit this gap to their advantage in an attempt to lock down access to ad inventory,

What to Do About It

If your revenue suddenly drops…
If a partner pressures you to go exclusive…
If the deal feels one-sided…

It’s not a coincidence. It’s a play. Don’t fall for it. Reach out to Lane4.io.

We’ve seen the playbook. We know how to help you beat it.

Let’s talk.