Display ad performance benchmarks for hospitals and health systems

nathanboone
nathanboone Posts: 2 ✭✭✭
in All Discussions

Hello 6sense community,

I’m hoping to compare our ad performance metrics against industry peers who are also targeting hospitals and health systems. We primarily run banner ads (static display) focused on C-suite leaders across the U.S. healthcare industry.

Would anyone in the same boat be willing to share their current benchmarks? We're looking for:

  • eCPM (effective cost per thousand impressions)
  • CTR (click-through rate)
  • AVTR (average view-through rate)

Even directional averages or observations would be helpful as a baseline for evaluating performance within this vertical.

Appreciate any insights from fellow members or the 6sense team. Thanks for your help!

— Nathan Boone
Senior Omnichannel Marketing Manager, Vizient

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Comments

  • Kyle Dugan
    Kyle Dugan Posts: 26 6senser

    • Hi @nathanboone,

      Our creative services team has put together some great content that covers KPIs and benchmarks. I've included that below. None of this data is specific to your vertical, but can still be helpful.
    • Banner Ad CPM - $8-$10
      Banner Ad CTR - .05 - .06%
      We recommend combining AVTR with ACTR for an overall engagement score (slide 4 in the deck), benchmark for that is 10 - 40%
    Display Advertising Deep Dive (1).pptx

    If you are struggling with CTR or engagement it might be worthwhile to consider widening your targeting to include VPs and maybe directors too.

    Hope that helps,

    Kyle

  • Kristie Scott
    Kristie Scott Posts: 6 ✭✭✭

    Hi Nathan, not sure we have the answers for you but we have similar ICP it sounds like. Are you attending Breakthrough? If so let's connect to share ideas. Our target audience is hospitals, health systems and physician practices.

  • Tony
    Tony Posts: 7 6senser

    Nathan, I'm following up on Kyle's response above… we've analyzed CPMs and engagement rates by industry and found that there is very little correlation. The most meaningful drivers are segment or audience size (a smaller, more targeted audience is usually more expensive to reach), persona (targeting only the most senior roles will drive up costs and also lower average engagement rate) and geography (certain markets like the USA and UK tend to be more expensive than others).

    Within an industry, there are often large variations in KPIs among different advertisers. Given all of this, my advice is to use network-wide benchmarks and then A/B test your way to optimized performance.

    Good luck!

  • nathanboone
    nathanboone Posts: 2 ✭✭✭

    Thanks for responding, everyone. This has been very helpful. Appreciate your feedback, Kyle and Tony.

    We'll use the baselines from the "Deep Dive" deck for comparing our campaign's performance.

    @Kristie Scott I'm not able to attend breakthrough this year but my colleague @Jane Daniels will be. If there's some downtime perhaps you both can connect!

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