August 2, 2019
It’s incredible how geolocation data helps us navigate today’s world. Waze provides turn-by-turn navigation, avoids traffic, and calls out nearby points of interest. Apps like FindMyFriends and Footprint automatically locate my kids to ensure they’re safe. With Citymapper, I circumvent train delays on my commute with alternate options for public transportation, walking, ride sharing, and Citibike. Whether it’s from hailing an Uber, tracking a route on Nike Run Club, or checking into a restaurant via Foursquare, location data is a marketer’s cornerstone to promote digital advertising within a specific geography or designated marketing area (DMA). With geotargeting, your brand can be there without physically being there. Couple its precision with the efficiency and automation of programmatic technology for more accurate targeting. The result? Increased spend efficiency. Implement these geofencing tips and tricks to maximize the impact of your health marketing campaigns.
1. Conferences. Rather than allocating your valuable marketing dollars to an overpriced, easy-to-miss conference booth your targets might not even see, consider a geo-fencing approach to digitally blast your brand’s messaging at and around a specific conference. A recent PulsePoint conference campaign saw a nearly 6% CTR compared to .35% industry standard.
Looking to target cardiology physicians? Center your geotargeting campaign around the American Heart Association conference in Philadelphia this November. During the conference, enter a location perimeter around the conference center and surrounding restaurants and hotels. Next, identify your target audience as attending cardiology physicians. Layer additional demographic, device, or decile data to ensure you’re reaching those that matter with your brand messaging...and no one else.
Bonus tip: Focus on mobile formats and increase your bid for mobile customers. Conference attendees prefer phones to desktops or laptops.
2. Hospitals, Medical Centers, and Physician Offices: While hospitals, physician offices, and medical centers are point-of-care environments with well-defined boundaries, these locations are increasingly restricted- or no-see to pharmaceutical salespeople. Rather than a spend-inefficient blanket approach to your entire universe, target high-value physician offices and hospitals to educate HCPs on disease state education and treatment options during a clinically relevant moment.
3. Condition Geotargeting: Just as some brands target seasonally (think back-to-school or allergies), you can leverage geofencing technology to reach an audience within a specific geographic spread or DMA about a condition, illness, or virus such as Zika. Geotargeting can precisely connect disease state messaging with geographically relevant audiences to educate them on signs and symptoms to potentially decrease risk and minimize spread.
4. Competitive Blunting: By establishing target parameters like competitors’ locations, users’ visiting frequency and timing, the nearby area, and more, you can connect potential prospects and viable clients to your brand in real time and with highly targeted ads. Say you are a brand manager for a walk-in clinic. With competitive geofencing, you can digitally influence and educate consumers driving to a nearby outpatient facility on the broad range of services your 24/7 walk-in clinic offers.
5. Retargeting: Optimize spend efficiency by combining remarketing and geotargeting to precisely reach consumers or HCPs after they’ve entered an identified geofenced location either within or outside of the area. Prioritize spend for those regions that demonstrate increased propensity for conversion and focus on those visitors who have previously landed on your website.
Whether it’s part of your competitive blunting strategy or a component of your digital conference coverage plan, always couple geotargeting with the power of programmatic health technology to maximize the impact of your health marketing campaign.
Looking for more targeting tips? Check out our take on sensitive disease state targeting.
Elizabeth believes that the power of media should be harnessed to improve the lives of consumers, and has spent her 10+ year career innovating new ways to promote this public good and drive business value along the way. Elizabeth has developed business strategy and driven business development for several digital and broadcast platforms across the Health Care, Financial Services, Fashion and Beauty and Consumer Packaged Goods verticals. Her experience spans companies such as TargetSpot, Observer Media and American Medical Alert. As Vice President at PulsePoint, and a founding member of the Programmatic Health Council, Elizabeth has gotten closer to the core of her passion. She leads the strategic development of the Health vertical, bringing targeted technology solutions to market to deliver better health outcomes.