Doceree and Lemma Launch Addressable DOOH Product for Healthcare Ads
2026-08-17 · via Digital Signage Today
Doceree, a company that describes itself as an AI-powered operating system for healthcare marketing, has signed an exclusive supply partnership with Lemma, a programmatic DOOH and CTV platform. The deal powers a new product called Trigger DOOH, aimed at bringing addressability to out-of-home advertising in healthcare settings, according to a press release.
For screen operators and network owners in healthcare venues, the announcement signals another push to treat waiting rooms, pharmacies and clinics as programmatically buyable inventory rather than static ad space sold on a per-location basis.
What Trigger DOOH does
According to the release, Trigger DOOH activates ad campaigns based on real-world clinical signals, including patient check-ins at hospitals, clinics and specialty care centers. The stated goal is to let life science brands reach specific audiences at a relevant clinical moment, rather than buying broad out-of-home coverage and hoping for relevance.
Doceree says its clients will get access to a national network of DOOH screens across the U.S. through the partnership, which the company claims makes it one of the largest healthcare-dedicated addressable DOOH footprints in the industry. The release does not specify how many screens, which venues, or which markets are included, so the actual scale of that footprint is not verifiable from the announcement.
Harshit Jain, founder and global CEO of Doceree, framed the product as solving a long-standing tradeoff. "For two decades, healthcare marketers have had to choose between scale and precision in out-of-home," Jain said in the release. He said Trigger DOOH is meant to make moments in a patient's journey, such as time spent in a waiting room or at a pharmacy, addressable and measurable for life science brands.
What is not in the release
The announcement does not describe how patient check-in data is collected, what privacy safeguards apply given the health context, or how HIPAA-related compliance is handled. It also does not name the venue partners, media owners or specific screen networks that make up the inventory, nor does it give pricing, measurement methodology, or a launch date for advertisers to begin buying.
For operators in medical office buildings, hospital networks or pharmacy chains, the partnership is worth watching as a sign that programmatic buying is moving further into healthcare-specific DOOH, a category that has historically relied on direct sales relationships rather than open exchanges. Whether that shift changes CPMs or content requirements for screens in these settings is not addressed in the release.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Doceree, an AI-powered operating system for healthcare marketing, has forged an exclusive supply partnership with Lemma, a global programmatic-first DOOH and CTV platform.
The partners will power Trigger DOOH, which brings addressability to digital out-of-home advertising in healthcare, according to a press release.
Trigger DOOH activates campaigns based on real-world clinical signals, including patient check-ins at hospitals, clinics and specialty care centers, enabling life science brands to reach the right audience, in the right place, at the right clinical moment.
Doceree's clients gain access to a national network of DOOH screens across the U.S., making it one of the largest healthcare-dedicated addressable DOOH footprints in the industry.
"For two decades, healthcare marketers have had to choose between scale and precision in out-of-home," Harshit Jain, MD, founder and global CEO of Doceree, said in the release. "As a physician, I know that the moments that matter in a patient journey don't happen on a screen, they happen in waiting rooms, at pharmacies, in clinics. Trigger DOOH is the first product to make those real-world moments addressable, measurable, and actionable for life science brands. It is the natural extension of our Clinical Intent thesis: meet healthcare audiences where intent forms."
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