Determine the Right Targeting to Find Your Audience
Take Advantage of First- and Third-Party Data
Use your first-party data, the customer relationship management (CRM) data you have already gathered and own. Marketing to your own prospects who are already open to and interested in what you have to say is valuable and could just be the key to generating more patient leads.
But, what if you don’t have enough first-party data for your campaign? If you need more data to work with, you can supplement it with third-party data. Third-party lifestyle data segments can offer similar prospects to your existing patients who are just as receptive to your message.
Or, take another approach: Go after those third-party segments beyond patients that include caregivers, those who help patients day to day and who are likely to have a say in their medical decisions.
Make Site, Search and Cross-Device Targeting Work for You
Once you’ve made the most of first- and third-party data, try these targeting types:
Use site targeting to find those sites that over-index for your audience so you can get in front of the right people at the right time with your message.
Since you can’t target by a specific ailment when running a medical digital marketing campaign, use category and keyword contextual targeting to reach prospective patients effectively with your ads at the precise moment they are reviewing relevant content online. Don’t forget to conduct daily keyword-level performance reviews and adjust the keywords as needed across all the channels of your healthcare campaign so all channels can benefit from your keyword optimizations.
Or, try cross-device targeting and reach patients on all their devices to reinforce your message, no matter what digital device they may be on – their desktop, laptop, tablet or phone.