4.1M+ Video Completions: How Wheelhouse DMG Used Basis to Drive Awareness with Niche Audiences

Wheelhouse DMG leveraged Basis’ tech and programmatic expertise to increase ad spend by 41% and deliver privacy-friendly performance for a leading healthcare brand.

The Challenge

Wheelhouse DMG is a performance marketing agency built for highly regulated industries, with deep expertise in medical device and healthcare.

Wheelhouse DMG was engaged by an industry-leading healthcare tech client to promote a specialized medical device to a highly specific US healthcare audience of emergency medicine physicians, physicians and doctors' offices, medical doctors, and hospitals and medical offices.

To do so, they turned to Basis.

The Solution: Basis + Wheelhouse DMG

Prior to the campaign’s launch, Basis’ Programmatic Strategy team audited the 2024 setup and provided recommendations for scaling success in 2025.

This January–November 2025 programmatic campaign with the goals of driving:

• Awareness with video
• Website traffic with display 

The Transformation

Through the partnership and combined efforts between Wheelhouse DMG and Basis, programmatic is consistently one of their top performing channels.

The Results:

• 9,500+ total site visits
• 33% increase in total clicks year-over-year
• 4.1M+ total video completions
• 54% increase in display impressions year-over-year

Why It Worked

1. Historic Audit & Recommendations: Before launch, Basis’ Programmatic Strategy team audited Wheelhouse DMG’s 2024 campaign to ensure the 2025 campaign could scale with privacy-friendly standards and provided resources to support pitching new tactics throughout the year.
2. Advanced Targeting for Niche Audiences: Wheelhouse DMG leveraged Basis to use IQVIA custom segments, cross-device targeting, first-party and third-party data sets, and retargeting strategies to maximize reach to their target audience.
3. Smarter, Automated Optimization: With SmartBid, Wheelhouse DMG consistently delivered performance improvements month-over-month despite limited staffing bandwidth.
4. Measurable Impact of Efforts: Wheelhouse DMG was able to accurately track and measure their KPIs throughout the life of this campaign, with strong increases across their programmatic efforts.