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In healthcare advertising, relevance is the new reach. How Emory Healthcare worked with partners to build a smarter, more connected patient journey. Healthcare is one of the most complex categories in advertising. The regulatory environment is strict, the stakes are deeply personal, and the purchase decision - if you can call choosing a hospital that - rarely follows a neat or predictable path. A patient doesn't search for a cardiologist the way they search for a new pair of shoes, for instance. The journey is slower, more emotional, and often triggered by a moment of need rather than want. For this reason, Emory Healthcare, one of the Southeast's leading academic health systems, needed more than a standard media plan - the organization needed a connected strategy. And it's why Emory partnered with Nexxen and agency 22Squared to fundamentally rethink how it reaches and engages patients across channels. From fragmented channels to a connected ecosystem. Like many health systems, Emory had historically approached media planning channel by channel: TV here, digital there, each operating somewhat independently. The result was both a fragmented view of performance as well as a fragmented experience for patients. With significant investment across both masterbrand and service line campaigns - including Winship Cancer Institute, Heart and Vascular, and Veterans programs, among others - that complexity only compounded. By establishing a direct relationship with Nexxen - which operates an SSP and a DSP, with the Nexxen Data Platform at its core - Emory was able to take learnings from one campaign to inform another (e.g., masterbrand and service line efforts could be viewed holistically rather than in isolation), enabling a shift that was not only tactical, but structural. That connectivity also unlocked something else: the ability to support local market activations while scaling nationally - a capability Emory put to the test with its first-ever national masterbrand campaign, which expanded the organization's reach well beyond its core Southeast markets. Premium video as the foundation. At the center of Emory's strategy is premium video. Connected TV (CTV) and online video (OLV) serve as the primary awareness drivers, delivering the reach and efficiency needed to build brand salience while maintaining a coordinated presence across screens. In a category where trust is everything, showing up in the right environment is critical. The national OLV campaign - a landmark effort featuring Julia Roberts - proved the point: a brand lift study conducted in its wake showed meaningful gains in consideration and favorability, with particular traction in the Northeast and West, regions where Emory historically had less presence. But reach alone isn't enough. For Emory, whose goal is to connect with the right patients - specifically those who are actively seeking care - broad targeting is an expensive and imprecise tool. Through a combination of discovery tools and insights, contextual targeting and healthcare-specific data partnerships, however, Nexxen empowered Emory to move beyond demographic proxies and identify audiences with genuine intent. Of course, that precision comes with a non-negotiable requirement: HIPAA compliance. In healthcare, privacy can't be a constraint layered on top - it needs to be embedded from the start. Every targeting and measurement decision in this partnership was built with that principle in mind. And audience strategy is only one side of the equation. Emory, like many large health systems, carries significant investment in broadcast television. For years, that investment lived separately from digital, planned, measured, and optimized in its own lane. The conversation Nexxen and Emory are having today is about closing that gap: understanding reach, frequency, and overlap across linear and digital together, so these channels work in tandem to build awareness and drive action, rather than running parallel to each other. Measurement that drives decisions. Underlying all of this is a commitment to measurement that reduces fragmentation rather than adding to it. Cross-screen reporting has given Emory and 22Squared the ability to evaluate performance across linear TV and digital in a single view - rather than toggling between separate reporting environments - providing a more complete picture of what's driving performance and where investment should move next. That kind of clarity is an imperative in a category where every dollar is scrutinized, and outcomes are deeply human. The partnership between Nexxen and Emory is still evolving, but the strategic foundation is clear. Relevance isn't just a nice-to-have - it's the whole game. Reaching the right patient, at the right moment, with the right message, and being able to prove it? That's what separates a sophisticated media plan from a patient acquisition strategy. That's what makes the difference. Irina Katsnelson is the SVP, enterprise sales at Nexxen, the advertising technology platform that delivers full-funnel performance powered by unique data and media. With experience leading high-performing sales teams spanning the industry, she is currently focused on evangelizing Nexxen DSP in market and bringing value to clients and partners across the buy-side.

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