With 58.5% of U.S. adults turning to the internet for health information, the challenge for healthcare marketers isn’t just reaching a wide audience but connecting with the right individuals in meaningful ways. Behavioral targeting is a powerful solution, allowing you to cut through the noise by delivering personalized, relevant content that speaks directly to the needs and interests of the patients or healthcare professionals (HCPs) you want to reach.
What is Behavioral Targeting?
Behavioral targeting in digital marketing refers to the strategy of using data collected from a user’s online activities — such as browsing history, search queries, and clicks — to deliver advertisements or content that aligns with their interests. By analyzing this data, marketers can create campaigns that are not only highly personalized but also much more likely to engage and convert potential leads.
Applying Behavioral Targeting in Healthcare
In healthcare marketing, behavioral targeting involves analyzing patient and HCP behaviors on websites and digital platforms to identify common patterns and interests. This allows practices to create targeted campaigns that are more likely to reach their intended audience.
Examples and Use Cases
Chronic Disease Management
A healthcare provider specializing in diabetes management could use behavioral targeting to reach individuals who frequently search for information about diabetes treatment options or glucose monitors. By offering tailored content about lifestyle management and the latest treatment innovations, they can engage a highly relevant audience that is likely to benefit from their services.
Seasonal Allergy Campaigns
During peak allergy seasons, a healthcare clinic could target individuals who have searched for allergy relief solutions or pollen forecasts in their area. The clinic can send these users targeted ads for their allergy testing and treatment services, increasing the relevance and timing of the message.
Mental Health Services
A mental health clinic might target users who have interacted with online content about stress management or anxiety relief. By recognizing these patterns, the clinic can offer specific resources, workshops, or therapy sessions that address these concerns, making the communication more personal and timely.
Pediatric Care
A pediatric clinic could target parents who have shown interest in pediatric health topics, such as vaccination schedules or child nutrition tips. By sending personalized emails or ads that offer expert advice or consultations, the clinic enhances its chances of engaging these parents effectively.
Wellness Programs
A health center offering wellness programs might target individuals who participate in health and wellness forums or who purchase fitness-related products online. They can advertise relevant wellness programs or health screening services tailored to the interests shown by these users.
Personalizing Patient Communications
Today’s healthcare consumers expect information and services tailored to their specific needs. Reports show that personalization and subscriber segmentation are two of the most effective email marketing strategies to improve open rates and click-through rates. By encouraging specific actions, such as booking appointments or adhering to treatment plans, healthcare practices can foster better health outcomes and a more connected patient experience.
Enhancing Engagement with Healthcare Professionals
Behavioral targeting is equally effective in engaging healthcare professionals by providing them with content tailored to their specialties and interests. This personalized approach can have significant benefits, including:
- Delivering Relevant Information: Providing HCPs with the latest research, treatment options, and medical advancements relevant to their specialties.
- Facilitating Professional Development: Offering tailored content that supports continuous learning and professional growth.
- Strengthening Relationships: Building stronger connections with HCPs through personalized communication and targeted resources.
Key Strategies for Implementing Behavioral Targeting
Conduct In-depth Audience Research
Understanding your audience’s online behaviors and preferences is crucial. This foundational step informs the development of campaigns that resonate on a personal level with both patients and professionals.
Develop Tailored Content
Crafting personalized messages that address each segment’s specific needs and interests makes the audience feel understood and valued. In fact, 89% of marketers see a positive ROI when using personalization in their campaigns.
Implementing dynamic content that changes based on user behavior further enhances personalization. This type of content adapts in real time to reflect the user’s actions, preferences, and interests. For example, if a patient frequently searches for asthma-related information, dynamic content can display relevant articles and resources. This ensures the content remains valuable to each individual, increasing interaction and conversion rates.
Monitor and Optimize
Continuous monitoring and optimization of campaigns are crucial to the success of behavioral targeting strategies. Tracking key performance metrics such as click-through rates, conversion rates, and engagement levels provides valuable insights into campaign effectiveness.
Using performance data to refine and optimize targeting strategies is essential for sustained success. Marketers can better meet audience needs by analyzing what works and adjusting approaches accordingly. A/B testing different versions of personalized content can help identify the most effective messages. Regularly refining strategies based on data-driven insights ensures marketing efforts remain effective and responsive to changing audience behaviors.
Partner With Levo Health for Targeted Marketing Solutions
Ready to transform your healthcare marketing strategy? Partner with Levo Health to leverage sophisticated behavioral targeting techniques that ensure your marketing messages reach the right audience at the right time.
Contact Levo Health today to explore how we can help you develop compelling, customized marketing solutions that drive results and strengthen your connections with patients and healthcare professionals.
