On average around 4% of the visitors to consumer health sites are in fact authenticated healthcare professionals. HCPs visit consumer health sites for all sorts of reasons. Many consumer health sites offer content, tools, and special sections specifically for HCPs. Doctors, nurses, and other HCPs also visit consumer health sites to look up medical terms and to grab article links to share with patients and staff.
HCPs are a highly sought after and extremely valuable audience. As part of our evolution here at Tap Native, we’ve added an HCP targeting layer to our regular consumer ad stack. This means that while most users will see ads catering to a consumer audience, when we do recognize an authenticated HCP and have an ad targeting their NPI number, we’ll serve that user a set of HCP targeted ads instead. This process happens at the impression level for every single page viewed.
HCP targeted ads are intended for physicians, nurses, pharmacists, or other authenticated HCPs. In America there are over 3 million HCPs with NPI numbers, and they are targeted by a wide range of advertisers. Advertisers can include medical practice management software providers, CME producers, pharma, device, and OTC companies as well as a growing number of B2B and B2C product and service companies.