If there’s one thing that makes HCP advertising so impactful, it’s this: You have an incredibly powerful way to segment and target (and retarget) healthcare professionals (HCPs) with ads. With advanced HCP targeting, you can focus your ad spend on a more cultivated target list of HCPs. From there, you can deliver meaningful ads, and ultimately, get a better return on your ad spend (ROAS). This article defines HCP targeting, how it can lead to more HCP engagement, and how easy it is to implement into existing or future campaigns.
What Is HCP Targeting?
How’s HCP Targeting Different Than Other Targeting Tactics?
HCP Segmentation: Why Is It Important to Segment Your Campaigns by HCPs?
Digital ad spending for healthcare and pharma companies is expected to surpass $11B by the end of 2021.2 While this is an excellent indication that programmatic advertising works, it also means that you’ll be scratching and clawing for HCPs’ attention. Why’s this an opportunity? Because many of your competitors will use less precise HCP segmentation and targeting tactics that aren’t capable of the engagement levels you’ll realize with HCP targeting.
When the demand for ads increases (without an increase in supply), prices follow. On Facebook, for example, CPMs (cost per thousand impressions) rose by 55.6% between January 2020 and April 2021.3 Due to the rising tides, it’s not realistic or affordable for you to run campaigns aimed at millions upon millions of HCPs. Instead, you’ll need an alternative way to target HCPs; one that lowers costs without sacrificing performance. HCP targeting does that.
Programmatic advertising is undergoing a radical shift due to increasing privacy concerns. This means that some technology, like third-party cookies, is going away, and you’ll have to find a privacy-first way to target HCPs. HCP targeting and NPI targeting give you that, which is excellent news considering that 3 in 5 people said they’re more likely to care about a personalized ad, and 56% of respondents said relevant ads don’t bother them.4
How Can HCP Targeting Lead to More Engagement?
- Creative & Copy
You can personalize creatives based on what you know about your target HCPs. For example, you could show an ad with an Implantable Cardioverter Defibrillator (ICD) to a cardiologist or a new cancer treatment to an oncologist. The same holds true with how you approach the copy, i.e., you can use language that’ll resonate with different HCPs.
- Digital Devices
Different generations of HCPs may use different devices—think millennials versus Baby Boomers. With HCP targeting, you can account for this variability. For example, if you’re targeting millennial dermatologists, you can make a strategic adjustment and allocate more spend to devices, like connected TV (CTV), that this demographic uses.
- Digital Channels
Knowing your target audience means that you can focus on channels and sites they’re more likely to be on. For example, we’ve found that cardiologists and radiologists prefer News and Business content by 672% (which allowed us to increase CTRs on one campaign by 55%).
Applying HCP Targeting to Your Existing Healthcare Advertising Campaigns
- Step #1: Compile or identify a target list of HCPs you want to reach and engage.
- Step #2: Team up with a programmatic partner, such as Adfire Health, that has reliable, up-to-date, and brand-safe HCP data.
- Step #3: Start your campaign. Relax while the engagements start rolling in.