Reaching High-Intent Patients with a Data-Driven Programmatic Strategy

Their Story: Pioneering Telehealth in Australia

Doctors on Demand is at the forefront of telehealth in Australia, offering on-demand access to GPs, mental health professionals, and prescription services through a seamless digital platform. With healthcare shifting increasingly online, Doctors on Demand wanted to ensure they were reaching the right patients at the right time—whether they were seeking immediate care, managing ongoing conditions, or exploring virtual healthcare solutions.

The Challenge: Finding a Smarter Way to Reach Patients

While Doctors on Demand had a strong service offering, they needed a programmatic strategy that could:

• Identify and engage high-intent patients: Target users actively searching for healthcare solutions at different points in their journey.
• Optimise media efficiency: Ensure programmatic spend was driving real patient acquisition, not just clicks.
• Align messaging with user needs: Deliver personalised, relevant ads to different audience segments based on their healthcare concerns.

With the telehealth space becoming increasingly competitive, precision and efficiency were critical in making every marketing dollar count.

The Solution: A Through-the-Line, Audience-First Programmatic Strategy

Next&Co developed a comprehensive programmatic strategy that targeted high-intent audiences across multiple touchpoints in their healthcare journey.

• Advanced Audience Targeting: Leveraging first- and third-party data to engage users based on their health-related searches, symptoms, and digital behaviours.
• Strategic Programmatic Buying: Delivering relevant messaging across display, video, and native advertising formats, ensuring ads reach patients at critical decision-making moments.
• Dynamic Messaging & Personalization: Customizing ad creatives and messaging based on user intent, increasing engagement and conversion likelihood.
• Continuous Optimization & Testing: Using real-time data insights to refine audience segments, creative performance, and bidding strategies for maximum efficiency.

By integrating smart data-driven programmatic tactics, Next&Co ensured Doctors on Demand could connect with patients in need—precisely when they needed it.

The Numbers: Delivering Real Impact