Reaching your health-related audiences with compliancy and empathy
Topic: Reaching your health-related audiences with compliancy and empathy
Healthcare marketing is a highly nuanced profession that requires not only a depth of understanding about the ins and outs of the industry, but also an ability to delicately tap into the hearts and minds of consumers who need to hear this message most. It is critical for marketers to carefully evaluate how to tactfully accomplish brand goals while prioritizing compliance and empathy, keeping the patient at the center of the strategy.
Take a Strategic Approach to Audience Targeting that Considers Both Context and Relevancy
While the conversation of privacy and the elimination of third-party cookies is all the rage for most marketing professionals, healthcare marketers are well-versed in finding solutions to this issue because they’ve been doing it for years. At points challenging, this does provide these teams with a leg up on having an understanding of deterministic targeting approaches that work.
Through data and technology partners such as PulsePoint* and Healthlink, healthcare marketers are able to access highly valuable data for related health audiences that are compliant and accurate based on condition, treatment history, and OTC usage. Beyond this, there are additional approaches that can be explored through geotargeting, keyword research, and endemic targeting.
Obviously, targeting consumers 1:1 through geolocation data is a big no for healthcare marketing. However, targeting outside of a .32 mile radius of a point of care practice where a known practitioner for certain conditions or a frequent prescriber of certain medications works allows for sufficient location imprecision to have a likelihood of reaching your audience while maintaining sensitivity.
Beyond this, serving ads in a relevant context can be highly effective. This can be accomplished through keyword targeting that relates to the brand and/or pharmaceutical, or even serving an ad in an endemic environment such as WebMD where a patient or a patient’s support system is already seeking out relevant information.
PulsePoint Perspective — through data analytics, machine learning, and programmatic automation, PulsePoint decodes the customer journey to highlight both real-world digital and clinical touchpoints. The resulting data creates a unique and holistic view of health audiences. This enables marketers to have access to data insights that support easy and instantaneous business decisions.
The key to addressability in targeting stems from either having opt-in consent. Another approach is to focus on the aspects of digital identity that does not have a direct link to individuals’ PII. Technology is enabling us to get more refined in assigning and classifying context relative to audience motivations, and the industry will mature in how it uses context to deliver a real-time portrait of audiences as they move across content, platforms, and devices.
Topic Discussed: Reaching your health-related audiences with compliancy and empathy
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