Using Location-Based Medical Data to Reach Your Ideal Customers

Pre-defined audiences available through digital marketing platforms like Google and Facebook are inadequate for Biotech, Durable Medical Equipment Manufacturers, and Pharmaceutical companies interested in improving and optimizing their digital marketing game.

Overcome limitations of pre-defined audience.

Access to location-based medical data changes the game by providing hyper targeting to the exact audience required by these brands. By using purpose-based marketing explicitly tied to actionable data insights, your organization can see significant returns on invested marketing dollars.

Before location-based data can be put to use, brands must first define what engagement looks like for each product and service in order to demonstrate online and offline interest in your content.

Then measure that engagement using a relative point system to drive other marketing activities that subtly guide your visitors smoothly through their personalized buyer’s journey. 

Establish which metrics are actionable, and which offer vanity insights only. Could the latter be made actionable with additional data collection? 

Compare this information against the strategic marketing plan to identify baseline performance. Be prepared to interpret the information coming in from a location-based campaign.

Finally, a location-based campaign needs reliable location data.

• Get access from existing apps or websites where customers have previously opted in to share their data.
• Identify an authorized third party to provide information like procedure reimbursement codes.
• Review physical sales and leads listed by zip code.

Analyze the data to determine what differences exist between your customers that are engaging and converting online and your customers that are engaging and converting offline. Collectively, this data enables the digital campaign to precisely identify where paid assets should be targeted because it determines which people your message is most likely to resonate with using neighborhood demographics, psychographics, mobility data, anonymized social listening, healthcare provider locations, and medical reimbursement data.

Identify Your List of High Value Neighborhoods

Focus your available marketing dollars in areas that are rich in the characteristics that are important to you. In addition to homing in on the geographies where Healthcare Providers and specific reimbursement and procedure codes are prevalent, you can also find your people using:

• Income
• Gender, Race or other diversity metrics
• Interests
• Lifestyle
• Preferred brands

Geospatially, your targeted audience is likely to be composed of a list of hundreds of pinpoint locations with a tightly focused radius. This precise targeting not only allows you to optimize your ad campaign budget, but it also allows you the ability to see where your message is resonating well and where it is falling flat.

HexIQ specializes in analysis of traffic, conversion, and sales geospatially through proprietary tools and data partners to overlay neighborhood-level information over your identified targeted audiences and report on how well your campaign is performing by location.