Most advertisers have the ability to leverage the targeting capabilities of digital advertising in tandem with the reach and scale of traditional linear TV. 

But not all brands stand to benefit from this convergence in the same way. What happens when that opportunity collides with the challenges represented by the privacy and compliance standards of heavily regulated industries? Think healthcare, medical, pharma.

It’s a headache to say the least. But OTT infrastructure company MadHive may have a cure. The company has announced a partnership with marketing solutions company Medicx Health to develop a holistic, enterprise OTT solution for the healthcare, medical and pharma industries that exceeds regulatory requirements and HIPAA compliance standards. 

It combines Medicx’ medical targeting expertise with MadHive’s ability to reach audiences across the OTT universe. The result is an integrated solution for audience planning, campaign forecasting, execution, and measurement that allows medical and pharma practitioners to run targeted campaigns with confidence that they’re meeting the necessary compliance requirements.

Frank Hicks, EVP of Product Strategy and Partnerships, at Medicx, said the partnership marks a paradigm shift in an industry looking for innovative solutions to meet regulatory requirements and HIPAA compliance standards. 

According to MadHive CEO Adam Helfgott, the partnership has resulted in a 100% increase in patients reached through emerging OTT channels, providing end-to-end managed service for both Medicx and MadHive clients.