I’m celebrating a big birthday this year (sadly not 21 again) but this year marks my twentieth year of working in health marketing, media and communications. During these past two decades, I’ve seen significant changes in the way we communicate with health care professionals (HCP’s): above market, global vs local, broad vs narrow etc.and it’s got me thinking, with all the developments and innovative technology, what is the future reality of how we do this?
Precision targeting has become the real buzzword in healthcare marketing, thanks to advancements in AI, machine learning and data analytics. These innovations allow us to reach incredibly specific segments of HCPs more efficiently and effectively than ever before. But is it worth it? The answer is ‘yes’ depending on the ambition and it’s not without challenges.
In healthcare professional marketing, we now have the tools to dive deep into specific specialties and disease areas. We can connect with even the hardest-to-reach HCPs using tailored communications. Whether it’s pinpointing behavioural signals, geo-fencing conferences, or postcode targeting for hospitals and practices, the possibilities are endless. And with these precise methods, we can craft highly refined audiences to deliver relevant messages to.
But there's more to it—hyper-targeting takes precision targeting a step further. It zeroes in on narrower subsets of HCPs using highly specific data, even at the individual level, to build custom audience segments. This approach ensures that our marketing efforts are hyper-focused on the exact goals of a brand's campaign. The result? Enhanced engagement levels from HCPs as they interact with creative and messaging tailored to their specialty or interests. Plus, budgets can be more efficiently allocated, directing spend towards those most likely to engage and drive high-value actions.
However, hyper-targeting isn't without its challenges. Segmenting an already niche audience, such as neurology or infectious disease, demands robust data sets and segmentation. The investment in time and budget to develop these data sets can be considerable. Personalised creative can also come with a hefty price tag, especially when catering to multiple segmented audiences.
Moreover, altering HCP behaviour or actions often requires repeated targeting, extending campaign durations and inflating costs. Effective hyper-targeting campaigns may necessitate substantial media budgets to achieve the desired outcomes.
While the allure of hyper-precision targeting is undeniable, it's crucial to ensure your campaigns maintain the right scale. Focusing too intensely on a single segment risks audience fatigue and message oversaturation, potentially excluding other valuable segments. Sometimes, broader targeting options can deliver the results needed for successful campaigns, ensuring enough of your audience engages in actions that benefit your business.
While hyper-targeting is a potent tool for reaching HCPs, creating precise campaigns at scale is essential for achieving the desired impact. Balancing the benefits of hyper-targeting with the challenges of its execution requires careful consideration of available budgets and campaign goals.
If you're keen to explore how targeted you can be when reaching key audiences then get in touch. Let's uncover the possibilities together - the next twenty years is going to be very exciting.
Kelly Smith
Chief executive, health