3. TARGET AUDIENCES BEYOND THE PATIENT
Targeting people already interested in a specific treatment is the easy part — through contextual targeting that places ads for a medication near relevant content. Finding new audiences is more complicated. With access to in-depth audience insights, the CvE team reverse engineers unique audience profiles for more effective media plans. For instance, we maximize lifestyle audiences through third-party data platforms, like Amazon and Facebook, to recognize and reach adult caregivers also involved in making medical decisions.
Additionally, pharmaceutical campaigns come with a variety of red tape due to potential patient privacy concerns. That’s why our team focuses audience targeting in any medical-related campaigns on real-time keyword contextual targeting and category contextual targeting, behavioral targeting that is not ailment-related, and search retargeting using general categories.