Patient Conversation Media, Inc. empowers communication between patients and health care providers through its trusted network of health sites, including DailyRX.com, 1-800-Therapist.com, 1-800-TKO-Cancer.com, and many others. The company seeks to transform the ‘digital front-door’ of health care delivery by offering personalized patient education and appointment management services.
Patient Conversation Media generates its revenue from digital advertising and for many years used OpenX OnRamp to manage and serve display ads. But with major pharmaceutical brands interested in launching campaigns across multiple sites, Patient Conversation Media realized it was time to upgrade to a more sophisticated solution.
Upgrade to OpenX Enterprise
Patient Conversation Media wanted to make its advertising more relevant to the individual user and upgraded to OpenX Enterprise to get more advanced targeting capabilities.
“The ability to target ads to specific conditions and keywords is important to our advertising partners, and OpenX Enterprise allows us to do that quite easily,” said Daniel Chow, Director of Advertising Operations at Patient Conversation Media.
OpenX Enterprise’s intuitive interface allows their small ad ops team to easily launch sophisticated campaigns. “It’s very easy for us to target our advertising, manage multiple campaigns across multiple networks, and deliver the same campaign across those networks,” said Mr. Chow.
The simple interface also enables Patient Conversation Media to make quicker and better informed decisions. “We expected to hire additional staff, but didn’t need to because the efficiencies of OpenX Enterprise kept our costs down. And that gives us a competitive advantage in the marketplace.”
Non-Guaranteed Revenues Soar
Prior to using OpenX Enterprise, Patient Conversation Media worked with remnant networks and relied on a daisy chain to fill its non-guaranteed inventory. The process devalued their inventory and often caused page load delays.
When Patient Conversation Media plugged into OpenX Market – the global ad exchange integrated within Enterprise – they saw immediate results: faster ad delivery and significantly higher CPMs. In fact, CPMs for non-guaranteed revenue rose 68% and some months increased as much as 150%.
“OpenX Market ad exchange is great, just turn it on and watch your revenues grow,” Mr. Chow said.
Superb Technical & Product Support
The OpenX support team also earned Patient Conversation Media’s praise: “Support is superb. For any problem we’ve encountered, their support team responds immediately. They jump right on it,” said Mr. Chow.