Digital Marketing

Understanding the Audience-Based Approach

Meg DeLeon, Account Director Digital Marketing

Everyone hates a narcissist—you know, those people whose sole purpose in life is to promote “me, myself, and I” every chance they get. Believe it or not, this applies in marketing too, where the audience-based approach is directly opposite vanity marketing.

Here’s why you should embrace one and shun the other, now what it takes, and understand what your healthcare organization stands to gain by audience-based marketing.

What Audience-Based Means

Audience-based marketing is customized to speak directly to the people you’re trying to reach. It’s based on gathered data about them. This doesn’t mean personally identifiable information (PII), in spite of what the privacy police would have you believe. Rather, it’s based on combining and analyzing first-, second- and third-party data to build a comprehensive profile of your potential client, then using this to customize communications which appeal directly to them.

Obtaining the Data

To use audience-based advertising effectively, you need access considerably more complex data than demographics and income levels. Audiences are made up of individuals with specific interests, passions, behaviors, and preferences. Fortunately, we have algorithms and predictive tools that collect and combine information, often without human awareness.

Data gathered includes details of searches performed, devices used, social media actions, and prior purchases. These are aligned with readily-available information about lifestyle, media consumed, and income levels in an area.

Customizing the Approach

Once healthcare organizations manage to get their hands on the right data, they have an unparalleled opportunity to target audience segments. What’s more, they can now reach them with products and services their audience has been looking for at the time they need them.

Coherent messaging is used through the media channels they prefer. This audience-based approach is especially useful to combat the ongoing fragmentation of media.

The Three Pillars

Three Pillars marketing is based on three mainstays: perception, moments, and behaviors. Social media is perfect for gaining an understanding of audience opinions and perceptions as well as gauging audience response (behaviors) to marketing campaigns. Identifying the moments in individuals’ lives that guide their behaviors helps pinpoint opportunities to engage them. Interpreting their behaviors allows you to tailor your approach to align with their lifestyle preferences.

Benefits to Healthcare Marketers

So what makes audience-based marketing beneficial for healthcare organizations? The top 3 advantages are:

#1: Get Better Marketing Exposure

Rather than shooting blindly, make every marketing dollar you spend count by reaching the right people.

#2: Leverage Cost Efficiencies

When brands focus on audience-based planning, budgets are more fluid. They typically follow their audience to the media channels they use, which is more cost-effective.

#3: Ensure Coordinated Messaging

One of the best aspects of audience-based marketing is that it focuses on your customers. It presents messages based on other ads they’ve viewed, including those of competitors.

The more audience-based your efforts, the less wasted marketing expense you’ll have from “tuned-out” messages. You’ll have better exposure to the individuals you really want to reach. Programmatic advertising is a great way of doing exactly this.

For more information about an audience-based approach to healthcare marketing, call Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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