The idea suddenly just came. A business development manager inside a healthcare review platform realized they could connect the professional medical world and the brands that serve it, with a huge revenue opportunity for the platform itself.
“If 9,000 doctors log in every day, why not make that moment count?” — he recalls. “Because so many already use our platform for feedback, companies began asking how they could get in front of that audience.”
The challenge to set up a truly premium ad channel wasn’t demand. It was control.
The team didn’t want programmatic ads flooding the dashboard. Every placement had to be useful to doctors in their everyday work, such as medical software, diagnostics, or lab services.
The team didn’t want programmatic ads flooding the dashboard. Every placement had to be useful to doctors in their everyday work, such as medical software, diagnostics, or lab services.
They needed a tool that worked like an extension of their day. Something that meant:
- No algorithmic ads, only direct deals with vetted vendors
- Campaign relevance for a professional audience solely
- Easy ad rotation and reporting without developer support
- Ability to manage everything as single-person operations
They needed a system that balanced control, simplicity, and scalability.
Why They Rejected Programmatic and Chose Ad Server Instead
The team briefly considered going the programmatic route. On paper, it promised convenience with automated placements. But as our client explained, the trade-off was too high.
“We didn’t want programmatic noise, we wanted it to be all direct-only, so we’ve got the control,” he says. “With programmatic, you can make it somewhat relevant, but there will still be times it won’t be.”
While demand-side platforms are focused on delivering audiences from various niches, they can’t go as deep as a hand-picked selection within an ad server. This is where Epom stepped in to turn manual setup into a high-yield ad channel manageable solo.
| Criteria | Programmatic Advertising | Epom Ad Server (Direct) |
|---|---|---|
| Relevance | Randomized placements, hard to restrict irrelevant brands | 100% curated. Only products doctors actually use daily |
| Pricing Model | CPM or CPC | Fixed £1,000/month per advertiser |
| Transparency | No direct relationship | Each partner known personally |
| Brand Safety | Algorithmic filtering | Manual approval of every campaign |
Get more insight on how programmatic vs. direct compares and what to use in 2026.
Achieving a Margin of Fixed £1,000 Deals with Direct Deals
In healthcare, relevance is everything. Every banner had to speak directly to doctors and hospital managers who scrolled through the feed daily.
“We charge our advertisers a very high margin, like thousand pounds each per month.” explains the business development manager. “It’s transparent, it’s predictable, and it brings in more revenue than programmatic ever could.”
Instead of chasing click-through rates or optimizing for conversions, the team focused on premium, fixed-fee deals. Each advertiser pays a flat fee for guaranteed visibility to verified medical professionals — a model that sidesteps volatile CPMs and underpriced inventory.
| Metric | Programmatic | Epom Ad Server | Uplift |
|---|---|---|---|
| Pricing Model | CPM (~£20) | Fixed £1,000 flat fee per advertiser | — |
| Impressions (monthly) | 7,000 | 7,000 | — |
| Revenue per Advertiser | £140 | £1,000 | +614% |
| Effective CPM | £20* | £142.85 | 7x higher yield |
*Averages are based on the Newormedia CPM benchmarks for 2025.
Easily Running Ad Ops Solo with No Developers at Hand
When our client took over ad ops inside a fast-growing medical platform, there was no tech team in-house. It was just one business development manager balancing sales, partnerships, and events.
“I’m not technical,” our guest admits. “It had to be basically idiot-proof.”
Epom’s intuitive layout made it possible for him to create campaigns, rotate banners, report performance, and tweak creative weights without developer support or extra training.
“I spend only 25% of my day on advertising. Epom lets me do it all myself with no engineers at hand.”
Epom ad server gave the control without the operational drag, turning one person’s side responsibility into a fully functioning ad revenue channel.
Rotating Advertisers with Precise Weighting Logic
For a platform where doctors spend minutes on the dashboard, ad placement logic had to work flawlessly. Each ad must feel native and never repetitive. Two competing brands can’t appear side by side.
“We’ve got four advertisers on rotation for each placement,” our client explains. “Sometimes I need them to appear together, sometimes definitely not. Epom makes that logic manageable.”
Using Epom’s weighting tools, he created a controlled cycle: every refresh delivers something new, but never random. Advertisers get balanced visibility, while the audience stays engaged.
Showing Ad Content That Doctors Can Trust
Each campaign of our client speaks to a closed circle. It’s always the ultra-targeted ads of diagnostics, hospital systems, and medical tools that support the medical work itself. Nothing that weakens the trust signal.
“Every advertiser we accept is someone our users could actually work with. That’s how the platform stays credible and how advertisers get value no one else can offer.”
After a year of running Epom, the ads have become part of the product’s rhythm — silent, relevant, and trusted.
That’s how a UK-based medical review site monetized its ad space without diluting the professional value of its service.
