Healthcare marketing is evolving from the days of mass communication toward a mass audience to a much more targeted and contextually specific communication model. Today, you can attract new patients using technology platforms that listen to the conversations happening on social media regarding different medical conditions, procedures, diseases, and other healthcare issues organized by category and type of condition. Healthcare Marketing Agencies have the means to “listen” to all of these conversations happening across multiple media platforms and then develop ads targeted to those people engaging in those conversations.
There are now multiple platforms that forward thinking healthcare marketing agencies can use that will aggregate, organize, and analyze healthcare dialogue by medical conditions, disease type, medical procedure, and general health condition. There are now over 1 Billion conversations, posts, comments, tweets, blogs, and chat room forums that can be reviewed and analyzed to get critical information about the demographic and psychographic profile of the target audience.
Once a leading Healthcare Marketing Firm aggregates and analyses these conversations across multiple social media platforms, they can then leverage that knowledge to create contextual ads that are hyper-targeted via social and search campaigns, including Facebook, YouTube, Twitter, and Tumblr. This method means you are precisely connecting with your target audience in a context that is most relevant to them.
Today’s big data technology platforms can assist a healthcare marketing firm with better ad developments and targeting. This is done through a coding strategy that analyzes conversations online about certain diseases, conditions, medical concerns, treatments, and drugs used. This allows the prepared healthcare marketer to build contextual ads that has the keywords most likely to engage with a target audience. Then the ads would be served only to relevant targets, creating a lower cost per click, and a higher click-through rate.
By utilizing strategic insights, and understanding the contextual landscape of the existing conversation online regarding a medical condition, healthcare marketers are now better equipped to deliver online campaigns that are most likely to connect with their target audience, offering their clients a better overall ad performance, lower ad expenses, and better conversion rates.
Only healthcare marketing agencies that are integrating big data analysis into their ad campaign developments will be able to truly help their clients increase brand awareness and capture greater market share. They must know how to properly listen to, aggregate, and analyze the billions of conversions online related to a specific medical condition. The amount of big data available to marketers is easy to obtain. Knowing what to do with it is hard. Companies must seek out the right healthcare marketing agency partner who knows how to make sense of the big data available and can make sense of it so they can create an inbound marketing platform for their clients.