RTC Blog

From inside information to far out ideas, here's what
has captured our attention and spurred us into action.

Advanced Data-Driven Targeting Can Help Pharma Marketers Think Outside the Box

Digital ad spending for the US healthcare and pharmaceutical industry has been on the rise in recent years and is projected to increase through 2017 where it’s expected to hit almost $1.5 billion. However, while the industry’s investment in this channel grows, its piece of the total spending pie is forecasted to remain fairly flat (source: eMarketer, Aug 2013). It’s no secret that this industry faces many obstacles, not the least of which involves data privacy. But advancements in data-driven targeting tools can help pharmaceutical and healthcare marketers overcome these challenges and reach more qualified patients safely and cost-effectively.

Traditionally, healthcare marketers have executed digital campaigns using health-specific publishers’ first- and third-party data, at least some of which is usually self-reported. Taking it a step further with lookalike modeling still often involves an endemic focus. While this approach is a way to be contextually relevant and stay within specific budget parameters, it limits reach and does not truly recognize that target populations come in all shapes and sizes. There are ways to harness rich data in house and externally to expand the opportunity while upholding a high degree of targetability, thus translating into bigger impact from and justification for the marketing spend.

Data modeling techniques are being used that identify consumer-level variables (non- prescription related) that are correlated to a person’s likelihood to take a specific health-related action – such as adopt a particular Rx medication. These models can be used to score and prioritize investment against the CRM database, target media buys, and prequalify third-party lists, as examples. While there certainly needs to be care in the creative delivered, privacy concerns are alleviated because only the demographic and psychographic data are used in the application of the model. Lookalike modeling leverages datasets of audiences that already exhibit desired behaviors as the basis for identifying other consumers with the same characteristics. Sample datasets include anonymized patient lists based on transactional, not declared, data or a segment of website visitors who completed a specific set of high-value actions. Overlaid with other profile, behavioral, and attitudinal dimensions, the resulting insights inform many aspects of the marketing program from targeting to creative to investment strategies.

From an infrastructure standpoint, data management platforms (DMPs) provide a centralized solution where data can be collected, compiled, analyzed, and triggered to find consumers, whoever they are, and engage with them wherever they are and on whatever topic they want. According to Forrester, half of US online adults use at least three Internet-connected devices and access the Web multiple times each day from multiple physical locations, and DMPs have the ability to reach them via their demand-side platform of online media partners. If the debate still exists as to whether healthcare-specific audiences are online, the Crossix Digital Impact Study, 2013 shows many therapeutic categories where online audiences over-index on prescription and OTC purchases as compared to the general population. These platforms go beyond digital, too, providing the capability to integrate real-time, in-depth insights from social data and leverage TV viewership to maximize the efficiency of your broadcast strategy.

There are targeting and measurement tools being used today that can help the pharmaceutical and healthcare industry activate and engage with more of their patients no matter where they are while adhering to privacy guidelines. With some planning and the right infrastructure, these relationships get off to the right start and will provide value for both the patient and the brand.

Feature image credit: stockmonkeys.com

Add a Comment

Perspectives Treffpunkt
Tags
#VXSafetyVideo 2014 Winter Olympics 23andme 3-d printers 3-d printing Adboe Adobe Gadget Adobe Magpie Adverse Events advertising advertising careers agency Airbnb Amazon American Airlines Amgen analysis analytics antisocial network app apple aranesp ArsTechnica augmented reality Benicar Bitcoin black box drugs black box warning blue button boomers Box brand to customer relationships Browser Release Announcement business Business Insider Cancer Candy Crush captain kirk Caregivers Circulars Citius Pharmaceuticals Click-to-Chat CNN commercial space travel communication communities community management consumer research cover photo cross-interface culture customer engagement customer engagement agency Customer Experience customer experience design customer relationship marketing CX D.C. Daiichi Sankyo data data analysis data driven marketing data management data modeling data-drivem dc DC Advertising DC digital marketing DC marketing dc week 2012 Delta design Development Devin Fernandez diagnostics Diclegis Digital digital advertising digital behavior digital marketing display DMP doctors economics economy efficacy claims Elena Zamolodchikova Emily White engagement marketing executive leadership f*** cancer facebook FarmVille Fast Company FDA FDA guidelines FDA Letters Federal Aviation Administration Fire Phone FitBit Forsman Bodenfors fun Gamification gaming gen-x gen-y generation mashup generations GenY Geordi La Forge gesture technology gestures global google Google Chrome google goggles google hummingbird Google Translate Google Wallet Grey London hcp hcp marketing health healthcare hitchBOT holodeck Huffington Post HuffPost Live hypospray IBM Ice-cream injections innovation inrix insights Instagram iPad iPhone james tiberius kirk Jean-Claude Van Damme Jell-O jet-injection JetBlue John Gerzema Juxtapid Kadmon Kickstarter language leadership letter from the editor life marketing marketing careers marketing DC Marketing Innovation marketing mix marketing promotions Mashable Matt Kruse medical apps medication medicine millennials mobile Mobile App Mobile Apps mobile experience Mobile Marketing mobile phone mobile technology mobile-first companies Moscow Mt. Gox MTV multi-channel planning Multisensory music Music Productivity neil young New York Times Bestseller next mobile experience organic search Oxford English Dictionary paid search park me app party patient health patient targeting patient-doctor relationship patient-level data Pay Phone people perspectives pharma pharmaceutical advertising Pharmaceutical Marketing pharmaceuticals photography pillpack Pinterest ponomusic Popmoney prescribing information prime directive principles relationship marketing relationships replicators Retail Retale ReWalk ribapak Ribasphere RibaPak RM Roy Sekoff RTC RTC Agency RTC Blog RTC Chatter RTC Dev Team Safety Video sara collis scanning secure search encryption segmented data Selfie SEO simulator Snap Chat Snapchat soccer social engagement Social Fixer social listening social media social media marketing social network Songza space space x staff StandWith Star Trek storify Subway summer Sung Kim Suprenza SXSW sxsw interactive SXSW14 Synesthesia team building technology Telecommunications telemedicine The Athena Doctrine translate translation translator trekkies tricorder tumblr twitter Twitter #Below10KFeet Twitter changes Uber US WorldMeds Vending Machine Venmo Virgin America virgin galactic virtual reality Visor Vital Technologies Corporatio Volvo Trucks washington Washington DC Washington DC ad agency Watson wearable technology Winsha Chen Women wondervoice World Cup Wunderman Wunderman Reports wunreports Yahoo Yahoo Finance Yahoo Mail Yahoo News YouTube zipcar
Archive