Connect+ April 2, 2026

April is here and spring is in full swing, bringing fresh momentum across the media landscape. In this latest Connect+, we break down new advances in healthcare and B2B targeting, along with how traditional channels are evolving through smarter, more strategic execution.

Smarter Healthcare Targeting with ABM Precision

DCW is now offering expanded, approved targeting capabilities within the healthcare vertical. Through an account-based marketing (ABM) approach in partnership with StackAdapt, we can reach healthcare professionals at specific hospitals, medical groups, and healthcare organizations, while layering in professional and specialty-based targeting.

This approach enables more precise audience segmentation and improved reporting within a highly regulated and sensitive category, across channels such as audio and display.

For healthcare marketers looking to engage qualified professional audiences with greater accuracy, DCW brings decades of experience navigating the complexities of the healthcare landscape. If you’re interested in building a more targeted and effective healthcare strategy, we’re ready to help.

LinkedIn Data Unlocks Precision in CTV

B2B marketing just took a major step forward with LinkedIn’s new CTV inventory partnership with The Trade Desk. Advertiser scan now apply LinkedIn audience segments directly to television campaigns, including job title, seniority, industry, and more.

This first-party data brings a new level of precision to the largest screen in the household, allowing B2B campaigns to reach highly qualified audiences more efficiently. Beyond initial exposure, users can also be retargeted on LinkedIn after viewing CTV ads, creating a seamless cross-platform strategy that reinforces messaging and increases frequency.

DCW supports B2B clients across a wide range of industries, from HVAC to food equipment manufacturing, and understands how to activate these advanced targeting capabilities effectively. If you’re looking to bring greater precision to your CTV and B2B strategy, we can help build a plan tailored to your goals.

Aligning Healthcare Media with Real-Time Patient Demand

Traditional healthcare media buying often relies on fixed schedules and seasonal assumptions. A more advanced approach aligns traditional media with real-time patient demand rather than pre-set campaign timing. This begins by monitoring live behavioral signals, including symptom-related searches, urgent care queries, and procedure-specific interest across local markets.

Media is then adjusted based on these signals using OOH near care locations, radio during key decision windows, and local television in high-demand zip codes. This creates a responsive system where messaging reflects current patient needs, allowing healthcare providers to remain relevant as demand shifts.

For healthcare systems operating across multiple locations, this approach strengthens patient acquisition by aligning visibility with moments of intent. At DCW, traditional planning is structured around live demand signals, ensuring media is synchronized with when patients are actively making care decisions.

Owning Higher Education Enrollment Corridors to Drive Consideration

Traditional higher education media buying often focuses on broad geographic coverage. A more advanced strategy centers on owning enrollment corridors, the physical pathways where prospective students are actively considering their next step. This begins by identifying commuter routes, workforce hubs, and community college networks that connect residential areas to education and employment centers.

Media is then concentrated across these corridors using a mix of OOH, transit, and local radio placements. This creates repeated exposure within a single commute, reinforcing messaging around program flexibility, career outcomes, and proximity. The sequencing effect increases recall while aligning messaging with moments when individuals are thinking about advancement.

For institutions targeting adult learners and transfer students, this approach strengthens enrollment efficiency by placing media within high-intent environments. At DCW, corridor-based planning connects media exposure directly to application and enrollment behavior.