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How To Use Online Data To Personalize Health Care Advertising

web.com for enterprise healthcare data targeting

Patients’ expectations for their health care providers are rising—and a personalized experience is high on the list of “must-haves.” In fact, personalized interactions are patients’ top expectation for health care providers, reports Deloitte: “Consumers want to be known and understood in order to get a personalized health care experience.”

According to Adobe, 83% of patients are willing to share personal data if it helps with their treatment, and 73% will share data if it helps diagnose and treat others.

Does patients’ desire for personalization also extend to health care advertising? Yes—as long as your organization approaches personalized advertising correctly. In particular, digital advertising offers unique opportunities to attract and engage with patients in ways that are tailored to their health care needs.

Individualized, not intrusive

Relevant advertising delivers value for patients by displaying information and products they are likely to find useful. However, it’s vital to strike a balance between delivering personalized advertising and information without being invasive or “creepy.”

By employing digital advertising and marketing solutions, health care organizations can create personalized, engaging ads without using a patient’s personally identifiable information or protected health information.

Making ad personalization work

Define Your Target Audiences - Use demographic information (such as age, geographic location, gender, or health concerns) to pinpoint target markets and develop patient personas. For example, a chain of dialysis centers might target obese people within a certain geographic radius who are over 55.

Identify Prospective Patients -  Combine demographic data with behavioral information (such as consumers’ online searches, websites they visit, Facebook groups, or what they do on your
organization’s website) to identify people who fit your personas and personalize advertising for them. In addition to gleaning data from online behavior, you can also offer opportunities for patients to provide personal data in exchange for useful information.

Be Transparent - Patients won’t find personalized advertising invasive if they know why they are seeing the ads. Your organization’s website and provider websites should follow best practices and explain how you protect and use patients’ personal data. For example, indicate if your site uses cookies to track user behavior, or that patients may see retargeted ads because they indicated interest in a particular health concern. Working with experts in health care marketing, such as Web.com for Enterprise, helps ensure your organization is in compliance with HIPAA,
ADA and other industry standards.

Use Location-based Advertising to Target Patients - An ad for your provider locations in Portland, OR, can display when a user there searches for health care providers. Optimize your organization’s website and provider sites for mobile users so patients who click on your ads can easily navigate the website.

Make Social Media Marketing Part of Your Advertising - Eight in 10 Americans use social media to get health care information from online communities and support groups. Use paid social media ads targeting patients in your desired market to enhance the reach of your organic posts. Web.com for Enterprise makes it easy to create Facebook ad campaigns, implement A/B testing, and track results.

Get help from marketing experts

Personalized ads are essential to every health care organization’s marketing toolkit. They work best when paired with other tools such as website SEO, local search listings, and online reviews. Pair with a partner like Web.com for Enterprise that offers all of these solutions to boost your advertising results.