Due to HIPAA and patient privacy concerns, targeting prospects and their caregivers is tricky: You have to target generally, not based on specific ailments or conditions. But smart audience targeting tactics can still help you segment your audience and reach everyone with relevant messages to great result.
Use behavioral targeting to reach people based on their past web behavior: what sites they’ve frequented, what pages they’ve viewed, what purchases they’ve made, and so on. Or try real-time category contextual targeting and keyword contextual targeting so your pharmaceutical advertising appears when prospects are searching for topics and keywords that match up with what you offer. This no-waste targeting can save you time and money and increase your campaign ROI since you are only talking to interested people.
Lastly, use search retargeting to build brand awareness and engagement. If your prospects searched the web for keywords related to what you offer over the past few days but haven’t visited your site, you can use search retargeting to advertise to them days later across the web in hopes of gaining their attention and winning their business.