A new mobile advertising network that serves ads specifically targeted to healthcare providers launched this week. Physicians Interactive Holdings, which offers the popular Skyscape app, and stealthy Remedy Systems partnered to launch the mobile ad network, called Tomorrow Networks. The network launched with some 54 different smartphone medical applications having already signed on. Remedy Systems is providing developer relations and the technology behind the platform, while PI is contributing its sales channels, ad operations management, relationships with ad agencies, and a testbed in the form of its popular Skyscape app.
Tomorrow Networks is intended to be a revenue channel for those medical apps that haven’t monetized yet or those looking for an additional incremental revenue stream. According to the launch press release, Tomorrow Networks already claims to have an app user base of 275,000 healthcare professionals.
“If you are a healthcare marketer trying to reach healthcare professionals on mobile [devices], there has not been a scalable way to do that with display advertising thus far,” Physicians Interactive President Sanjay Pingle told MobiHealthNews in a recent interview. “Sure, there have been messaging opportunities and sponsorship opportunities in medical apps, but you have not been able to target cardiologists in Texas, for example. That has not been available historically, but Tomorrow Networks makes that possible.”
Of course, there are a number of mobile ad networks already available. Two high profile ones include: Apple’s mobile ad network called iAd and Google’s ad network, Admob.
“The only way that Admob or iAd can target healthcare professionals is based on other apps that the user is using,” Pingle said. “They guess you are a medical professional if you are using a medical dictionary app, for example. So, they serve you an ad intended for a medical professional.”
Tomorrow Networks, however, knows if the users of apps on its network are medical professionals. It’s beginning to learn much more than that, too.
“We have launched a number of initiatives to increase the amount of profile data we require from users before we provide them with free content,” Pingle said. “We know their profession, their specialty, and like most everybody else — we know their location.”
Pingle said with the granularity of user data that Tomorrow Networks has, the network can, for example, target ads to nurses who treat multiple sclerosis. Thanks to that precise targeting, PI and Remedy expect medical app developers to leverage Tomorrow Networks because it will enable them to charge advertisers higher premiums. Keep reading>>