Patient Acquisition Needs Programmatic Infrastructure
Lisa Fisher and Lauren Leone argue that healthcare organisations relying on campaign-by-campaign advertising are structurally disadvantaged. An always-on programmatic infrastructure enables full-funnel storytelling, more efficient patient acquisition, and measurement that goes beyond last-click attribution. They walk through the components of a sustainable programmatic stack for health systems and multi-site practices.
Campaign thinking produces campaign results. Health systems and PE-backed groups competing for patients need infrastructure that maintains presence across the full purchase journey—particularly as AI changes the zero-click search landscape.
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