There’s no question that the healthcare industry is a dynamic landscape that continues to change and evolve from month to month. Between the Affordable Care Act (ACA), FDA regulations and legitimate concerns around privacy, healthcare companies have their hands full trying to position their products and services to consumers while still trying to protect their bottom line.
Healthcare companies now need a plan that is effective at reaching out and communicating regularly with new and existing customers. That is why many healthcare companies have started enhancing their investments in television and direct mail advertising with online advertising. Healthcare companies have come to realize that they can reach the most consumers, most cost-effectively, through online communications. With over 80 percent of the U.S. population online and 35 percent on mobile devices, it is a logical progression to be online, however, this shift faces the challenge of reaching the right, unique consumers and, doing so while vigorously protecting the privacy of the consumer. The traditional online outreach of the past — cookie-based ad delivery systems — can create problems with unique user reach and privacy.
A national pharmaceutical company was launching a line of prescription skincare products. Using Semcasting’s recently patented Smart Zones’ technology, they were able to identify neighborhoods with households with a high concentration of adolescents between the ages of 14 to 22. By prioritizing this audience, they could deliver messaging to every device in every target household without ever tracking or identifying an individual user with a cookie.
If this pharmaceutical company had used cookies, they would have only been able to reach the 30 percent of qualified households that had an active cookie at the time, leaving 70 percent of the target market untouched. This gap is attributed to the fact that 50 percent of consumers block cookies, and very few mobile devices accept cookies.
With Semcasting’s Smart Zones, all healthcare companies now have the ability to identify and reach nearly 100 percent of their target audiences through an online targeting solution that does not use cookies or tracking and is completely privacy friendly.
Here’s how Smart Zones makes this possible:
To learn more about how to target healthcare consumers online, visit our Healthcare & Insurance page and download our overview.