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A Guide to Audience Targeting for Health Brands
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"A Guide to Audience Targeting for Health Brands"

Can your targeting solution scale?

Traditionally, there has been a tradeoff in direct-to consumer (DTC) healthcare advertising between cost, reach, and audience quality. While advertising in contextually relevant endemic websites will reach a qualified audience, there is limited inventory available. To scale advertising campaigns effectively, pharma marketers need to reach high-quality audiences wherever they are consuming content.

The goal of any pharma marketing campaign is to maximize new patient starts. With fixed budgets, this is only possible by finding the optimal mix of quality targeting, cost, and reach. If a campaign is too small, it won’t have a meaningful impact on patient acquisition. Poor targeting will result in inefficient buys—spending too much money to reach smaller, clinically relevant audiences. And very expensive campaigns will allocate too many resources to driving too few new patients.

Enter health data audience segments. This is the ultimate tool for healthcare marketers to achieve high audience quality with scaled ROI.

To find the right vendor to deliver health data for audience targeting across channels and devices, media agencies and pharma brand marketers need to ask these questions: Will the solution scale? How much does it cost to start a new patient on treatment? Lastly, does the data partner approach privacy as a first principle or a check-the-box requirement?


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