02.06.20

Healthcare Advertising: The 3 Steps of a Successful Digital Campaign

In a world where privacy is top of mind and regulations have gone mainstream, you’re probably finding yourself asking how on earth you’re supposed to launch and run a successful digital campaign with any precision or scale. 

That’s the right question. 

The right answer revolves around identifying and building a qualified audience, scaling it across devices, and then delivering an advertising experience tailored to your goals and stage of their journey. Here’s how to do that: 

Step #1: Identify (and Build) a Qualified Audience

The days of casting a wide net and hoping you catch some fish are over; the healthcare industry is too competitive for that to be a viable long-term strategy. Instead, you need to update your targeting strategy to make sure it connects with the people you actually want to reach.

The simplest way to do this is by asking yourself this: Who am I trying to reach? Is your primary target HCPs? Is it caregivers? Maybe it’s patients. Whomever it may be, be as specific as possible. This answer, while basic in nature, will inform the rest of your strategy. 

With that question answered, you can start crafting your audience. Start with the data you already have (first-party data). Do you have data on HCPs, for example, who are already familiar with your brand and product? If so, maybe it makes sense to target them with an ad promoting a new medication. What about existing patients? Can you deliver a similar message?

This is a good start, but what if you want more? After all, your first-party audience will only get you so far. This is where privacy-safe data providers like Crossix come into play—they take healthcare data to give you a more complete view of your target audience. Now, you have a custom audience you can use to reach people who already know you and ones you’re hoping to meet. It’s the best of both worlds. 

Step #2: Extend and Scale Your Audience across Devices

Given privacy laws and regulations, the treasure trove of third-party data available to your contemporaries outside of the healthcare industry is out of reach. That’s ok, but what if you want to scale? 

This is where cross-device technology can work wonders. This is a critical step given the niche nature of the industry. Here, you can take your audience created in the first step and layer demographics, socio-economic, lifestyle, interest, intent, and geolocation data to create more thoughtful, segmented audiences. 

And the best part? None of this data touches PII data; it’s anonymous, which means you can rest assured knowing that your campaign isn’t stepping over any privacy lines. 

Step #3: Deliver the Right Message 

After years of searching, you’ve finally found a way to reach your high-value targets. Thanks to today’s technology, you’ve also identified a way to scale. Now, it’s time to deliver a message across devices tailored to your audience’s characteristics (i.e. caretakers vs. patients), stage of the funnel, and your campaign’s goals.

Here’s what that could look like: 

  • Awareness: If you’re trying to create awareness, focus on light “actions”—think high-level brand awareness. Brand Networks has had luck with pre-roll video, i.e., YouTube as well as CTV and OTT. These ads offer a full-screen immersive experience during opted-in moments. 
  • Consideration: If you’re trying to drive consideration, make sure you’re delivering an ad that sets your brand and product apart and engages your audience. Enter interactive video max, a fully interactive ad designed to give your audience the ability to learn more. 
  • Intent: Finally, if you’re after intent, tap into ad types like dynamic banners, which offer a customized ad experience based on the types of products the viewer selected. These should include a clear call to action. 

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Due to privacy laws and regulations, truly impactful digital advertising has been hard. Fast forward, and cross-device technology and data providers like Crossix (combined with Media Solutions providers like Brand Networks) are not only making digital advertising a possibility, but they’re making it effective and efficient. Today, you can finally reach these niche audiences across devices without stepping over any privacy lines.