300 words: CTV’s Impact on Healthcare Marketing
Our 300 Words series provides brief, powerful insights designed for busy healthcare marketers.
Connected TV (CTV) marketing is transforming the landscape for life sciences and other healthcare industries. Here are four key areas to keep an eye on in 2025 and beyond.
1. Personalized experiences, premium content
One key capability making its way to CTV is advanced targeting capabilities to reach niche audiences. For greater impact, life science companies are also serving ads within premium video content. Healthcare marketers can now use advanced data analytics to deliver personalized content to HCPs based on their digital research behaviors and medical interests.
2. YouTube's dominance in CTV advertising
YouTube is emerging as a key player in the CTV space. According to eMarketer, 68.8% of YouTube’s 248.6 million monthly viewers are projected to watch on CTVs this year alone.
This presents new opportunities for pharma advertisers to use YouTube to expand brand awareness and education. Additional YouTube opportunities may include YouTube influencer marketing partnerships, with many HCPs and consumers sharing their experiences through this channel.
3. Cost-effectiveness and ROI
CTV advertising is not only more targeted but also more cost-effective compared to traditional TV advertising. Studies have shown that CTV can be up to 53% less expensive than cable TV while delivering a higher return on investment (ROI) For instance, campaigns run on CTV platforms have demonstrated a 10% to 50% higher ROI compared to linear TV, making it a smart choice for marketers who want to increase the impact of their marketing dollars in 2025.
4. Storytelling with interactive features
CTV's long-form content capabilities are transforming healthcare messaging. Brands are moving beyond traditional ads to create engaging, educational content such as mini-documentaries, patient testimonials, and expert interviews. These formats resonate more deeply with viewers, building trust and increasing awareness about complex medical topics.
Interactive elements used within CTV campaigns, like QR codes embedded in ads, allow viewers to access more information, schedule appointments, or download resources instantly. This can create a seamless pathway from awareness to action, a critical component in healthcare campaigns where timely decisions may be vital.
Learn more about CTV and healthcare marketing in our case study, CTV and Social Media Real-World Campaign Measurement.
