Audience Targeting
For years in healthcare communications we have employed detailed and time consuming research tools and analysis to identify the right professional people to speak to about different therapy areas. This stakeholder mapping provides the knowledge of the right people, in the right place, at the right time in order to target messaging and streamline communications outreach. Stakeholder maps are invaluable for agencies and clients to know who specifically to pick up the phone to, to invite to a key meeting, to pin down as a key-note speaker at important events.
Such is the importance of this, that I am still surprised we don’t receive the same level of investment from clients to identify the end user patient audience. Sure, we have an idea of who they are. And an idea of where they are. But we don’t know for sure.
Let me explain. Imagine you are a fisherman, fishing for a rare school of fish. You know what they look like and which ocean they are in, but you don’t know exactly where. You could go out in your trawler and spend time trawling back and forth, netting fish, only to find they aren’t quite the right fish, and returning them to the ocean. This could go on for days, or weeks without you seeing any return.
Alternatively you could employ state-of-the-art GPS mapping systems, and some sound zoological knowledge and pin point where your school of fish is. Then you could take your trawler, head directly to that spot – tracking on GPS all the time, so if they move, you move with them. You save time, effort, money and you net the prize.
Imagine how much easier life would be if you could pinpoint who your audience is on the click of a button, and then make sure your message is given directly to that person? How amazing!
We can. We do, and it works. We know you can achieve that accuracy with audience targeting through smart programmatic profiling and advertising. This provides a level of accuracy not seen before, with an efficiency that marketing budget holders will love. It is truly targeted and ultimately a targeted message to the right people.
No more days spent fishing without netting the catch. More days available to craft the right message, the right creative and the right media vehicle.
