Choosing a Healthcare Media Network: A 12-Point Buyer's Checklist
The questions a media buyer should ask before committing budget to any waiting room or pharmacy network.
Healthcare Advertising · 2026-05-29 · 8 min read
In short
Evaluate a healthcare media network on verified screen count, category and geographic composition, uptime reporting, audience methodology, creative compliance review, category exclusivity, reporting cadence, make-good policy, practice veto rights, content ratio, contract flexibility and references.
- Ask for live screen counts, not contracted or planned installations.
- Demand the audience methodology in writing before signing.
- Category exclusivity is worth more than a rate discount.
- A published make-good policy signals a network that measures itself honestly.
Inventory quality beats inventory size
Two hundred screens in high-dwell specialist practices in the right suburbs will outperform a thousand screens in low-dwell environments. Ask for the category and geographic split before the headline number.
Reporting maturity
A network should be able to show you a live dashboard, not a monthly PDF. If reporting is manual, it is also slow, unverifiable and impossible to optimise against mid-flight.
Commercial terms that protect you
Look for guaranteed plays with make-goods, no charge for downtime, exclusivity within your product category, and the ability to shift locations mid-flight based on performance data.
Frequently asked questions
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