Behavioral Targeting For Next-Gen Healthcare Marketers

Author: Mike Connolly

By 2018, the healthcare industry is projected to spend $2.2 billion in digital media, according to a report by Frost & Sullivan.

Facebook has already created online communities that connect and support users interested in health. Through channels like this, healthcare companies and marketers have a major source of information about their patients and customers, and it serves as a platform that facilitates automated advertising, marketing, and retargeting. You may ask “how does this impact healthcare marketers and medical professionals?”

Prep Up For a Person-Centric Approach

With the drive to become person-centric, medical professionals and institutions are using new medical apps, hospital management systems, practice management software and other medical technology. You can see doctors, nurses and other medical professionals using tablets as way of increasing efficiency and improving patient care. Even patients nowadays can access their records online through Internet-based systems. Mobile technology is also a recent adoption that healthcare marketers use to get the right message at the right time to doctors, medical professionals and patients.

As healthcare marketers, by using behavioral targeting with technology and data analytics, you can build relevant connections and improve response rates. With the latest medical technology, healthcare marketers and medical professionals can get a single point of source to implement strategy, tailor marketing messages, and improve support and quality of healthcare services. However, the important matter is where to begin…

Here’s a simple process to adopt a person-centric approach and achieve behavioral targeting in the healthcare industry: 

• Use segmented healthcare databases that are data-driven and provide you with insights about your prospects.
• Use integrated platforms that assimilate data from various channels such as mobile apps, emails, websites, and social media networks.
• Interpret data based on online and offline behavior.
• Segment your database into identifiable groups.
• Create and customize marketing messages relevant to each group.

In the healthcare sector, with automated marketing, you can target individuals using demographic, geographic, psychographic and behavioral information.

With a 360° marketing platform customized for healthcare marketers, you can use a Healthcare Database, create email templates, launch campaigns and view real-time results. With information from a custom-built database you can segment your database and create specific goals and media strategies that revolve around the healthcare sector.