Most of the people who surf the web and are naturally exposed to online advertising, sooner or later ask themselves: “How do they know?”. How do they know I like sunbeds and pancakes, how do they know I am travelling to Africa next month, how do they know I just liked that page, how do they know I visited that website….?
Well, they know. More precisely, advertising platforms know. As puzzling as this may seem, these technologies make sure that users see ads that may be relevant to them and advertisers don’t waste their money showing make-up banners to bearded Irish men.
Most advertising platforms nowadays have extremely sophisticated and diversified ways to target their users, based on the information provided by the users themselves. The data users provide depends on the platform. This is why we work very closely with our clients to make sure that the target audience for their campaigns, as well as their goals and KPIs, are well-defined from a planning phase, because from that decision we will determine the best available channels to use.
This argument applies to all clients, including pharma companies and healthcare organizations. We often find that many clients are not aware of the targeting capabilities of digital marketing. You can compare traditional marketing to digital marketing as your healthcare advertisement appearing in a big square as opposed to your ad appearing in a doctor’s waiting room. Finding your audience online is challenging, particularly in the case of pharma and healthcare. Restrictions due to internal regulations and advertising policies can make this task even harder. Nonetheless, through a combination of digital channels, it is possible to reach many audience categories with minimum waste of ad impressions.