In legal trials, discovery is the process of uncovering vital evidence. In science, discovery is the beginning of breakthroughs. In exploration, it’s what turns a blank map into a known world.
In healthcare marketing, discovery plays just as critical a role.
While platforms like Meta and Google are excellent for driving conversions, they’re rarely where people begin their health journey. That first step – the quiet, curious moment of discovery – often happens elsewhere. On a news site. In a specialist health blog. Mid-scroll on a wellness app.
That’s where programmatic advertising comes in.
Programmatic gives you the tools to reach your audience during the earliest, most important phase of their journey: discovery. When done right, it connects seamlessly with Meta, Google, and other platforms to guide users through each stage of the marketing funnel from initial discovery to conversion – all thanks to advanced targeting.
Move beyond the search bar
Meta and Google require users to follow the right account or search the right keywords. That works well for people who already know what they’re looking for.
But what about those still exploring? Still connecting symptoms to possible conditions, or still learning that solutions like yours even exist?
Programmatic advertising puts your brand in front of those users – long before they’re searching.
It does this by placing your ads across thousands of trusted health websites, apps, and lifestyle platforms your audience already visits. It’s the healthcare equivalent of being featured in a respected journal, at the exact moment someone starts researching.
Fuel brand discovery with an always-on presence
Healthcare decisions often take weeks or months. It’s rarely an impulse click. Patients and consumers often need to:
- Research and self-educate
- Compare providers or products
- Build trust through repeated exposure.
Programmatic campaigns help you maintain a steady, always-on presence across the digital ecosystem. That kind of omnipresence builds familiarity, reinforces credibility, and nurtures users through the long discovery phase, gently guiding them to your services, content or booking pages.
Think of it as digital groundwork. Programmatic creates the environment where your brand becomes recognisable and trustworthy, so when patients are ready to convert, you’re already front of mind.
For example, if someone is researching migraine treatments on a trusted health site or checking fitness tips on a wellness blog, your practice or brand can appear with a relevant, branded message.
They’re not yet looking for an appointment – but they now know about you. Later on, when they decide they need to see someone and start scrolling Meta or searching on Google, your ad appears again. They’re more likely to book now because it’s not the first time they’ve seen you.
Guide users from curiosity to conversion
Here’s where it gets powerful. With the right multi-channel strategy, programmatic isn’t just about awareness – it’s the first move in a carefully sequenced journey.
At Splice Marketing, we recommend this three-step play:
1. Google ads: We generally recommend having Google ads already running (bonus points for Meta ads too!) as a cross-channel strategy brings in the most results.
2. Programmatic ads to enhance impact and broaden audience: Use display, video or native ads to introduce your brand while people are consuming health-related content.
3. Retarget on Meta or Google: Once users have seen or engaged with your brand, follow up with more direct ads to drive clicks, bookings or sales.
This mirrors real user behaviour: explore first, act later.
Turn insights into strategy
Every interaction in your programmatic campaign generates valuable data. It shows us everything from which creative formats perform best to which audiences show the highest engagement.
And here’s the kicker: you can use these insights to strengthen all your other marketing efforts.
Programmatic data can help refine your:
- Google Ads targeting
- Meta campaign creatives
- Website messaging and landing page strategy
- SEO and blog content themes.
Discovery leads to growth
In healthcare marketing, discovery is where growth begins.
It’s how new patients first encounter your clinic.
How clinicians learn about your device.
How consumers become loyal customers of your wellness brand.
Programmatic advertising ensures you’re there for those moments – not just when people are ready to act, but when they’re still wondering, researching, hoping.
And when paired with conversion-focused campaigns on Meta or Google, it creates a powerful, full-funnel marketing engine.
Ready to be discovered?
At Splice Marketing, we design programmatic campaigns that do more than display your logo. They create intent, drive action and support your entire growth journey.
Let’s help your brand get discovered, remembered and chosen.
