As healthcare marketers strive to keep pace with data technologies for better targeting and conversion, budgeting for 2019 becomes a formidable challenge. Questions about competitive advantages and cost-effectiveness drive conversations. Yet, the focus of forward-thinkers is shifting to better data for targeting faster and sooner in the engagement lifecycle.
“We are seeing a dramatic increase in demand for data and related services to accomplish hyper-targeting of HCPs and Patients, predictive behavioral targeting, and lead capture at point of search,” says James Miller, President & CEO of Collaborative Marketing Solutions (CMS). “Among our clients we have program results exceeding 3 times, 6 times, even 10 times more effective than traditional marketing programs – and that’s across diverse programs, from patient and consumer recruitment, to physician recruitment, to product and patient education, and more.”
The Quest for Long-Term Engagement
That level of success is credit to better quality data with breadth of insights and analytics, combined with dynamic multi-channel marketing strategies. “We execute where it really counts, on the pull through,” explains Miller. “We help our clients get to audiences earlier by being hyper targeted in our method, in the message, and in response or offer. To develop those desirable long-term relationships for powerful engagement, healthcare marketers require deeper insights and understanding of their audiences. That’s what we do via Data360 – we predict behavior, we identify in-market opportunities, and we generate instant interaction.”
How does this play into budgeting for 2019? It’s a smarter marketing spend, says Miller. “Healthcare marketers can stop wasting money on marketing to uncover those who might be a fit or might be interested in what they have to offer. In 2019, if you’re not incorporating the richest data sets for hyper targeting and predicting behavior, you’ll be dust. Stop wasting time and money hoping you’re found. Your spend can have greater impact when you market to people you know are an ideal fit and interested, or even ready to buy! Lookalikes and guesswork, that’s history.”
Catch Them When They Search
Activity in the search bar is often the first hint that someone is asking about something for which you have the answer (or product or service). The old method reaching that person is an ever-changing algorithm to appear on page 1 of results or pay for an ad with hopes for impressions and click-throughs. Now you can reach actual in-market opportunities in the search bar. For example, connect with people when they’re searching online for ailment information. Serve messages and resources that directly align with their interests, without requiring they take any action to prompt your marketing response. Be the first to connect and influence engagement and buyer decision.
Measure the Maxim via Marketing
There is a popular maxim, “The best predictor of future behavior is past behavior.” In marketing, that proves true time after time, and in healthcare it’s creating opportunities never before seen. Now you can predict buyer behavior to identify who’s in-market in real-time. Imagine predicting buyer behavior based on their online activities. Before your competitors, know who’s in market for any product, service, procedure, and/or treatment in real time. Known as Predictive Behavioral Targeting, this innovative practice allows for better recruitment and engagement across a variety of programs. Know what to offer, when, and where, based on rich data for better decision-making. (See Infographic to learn more)
As you budget and plan for 2019, you’d be remiss if you didn’t invest in (or at least investigate) better data strategies and an enhanced multi-channel marketing approach. The healthcare marketing trends are shifting at a quickening pace and it’s exciting to see what lies ahead!