Healthcare: Reaching Clients with Microtargeting
A healthcare client came to EnVeritas Group with a problem that required a custom solution. They offered a specialized prostate cancer treatment and they wanted to increase audience awareness. EVG recommended a microtargeting campaign via social media as the ideal solution to increase audience size and awareness.
Microtargeting ads fine-tune social media targeting efforts and serve a client’s message to their ideal audience. EVG has been creating custom social media microtargeting campaigns for clients in the education, real estate and product development verticals with demonstrated success.
Our healthcare client agreed with EVG’s recommendation and a 90-day campaign was drafted promoting the many benefits of the cancer treatment using real images from real patients and doctors. Our client provided EVG’s team with the content, and EVG created and served the ads. For most microtargeting projects, EVG typically creates unique content focusing on specific success stories and then uses those in the advertising campaign. Due to time and budget constraints, we used already created content to promote this treatment.
Next, EVG needed to determine where the ad would direct the web traffic. While EVG often creates custom landing pages tailored to the message and audience, in this case the client already had a landing page for the ads. After reviewing the client’s desired landing page, EVG made recommendations for optimizing this page for the social media ads. Once the changes were made, the customized microtargeting ads on social media were launched.
Choose the Ideal Audience
With microtargeting, teams tailor ads for a specific audience. With a series of ads, a campaign can be customized for multiple audiences based on specific demographic factors and content. Our client’s identified specific parameters for who might be interested in the treatment based on what they already knew to be true about their target audience. While the obvious target audience was clearly older males, there were a significant number of variables for that specific group. Initially, EVG targeted men in high-population, metropolitan areas who were 40 years or older and shared similar behaviors and interests with those who previously sought treatment. Since this is a specialized treatment and men may be willing to travel for this type of advanced care, we choose to target men living within 50 miles of the treatment facility.
Make Real-Time Adjustments
Initially, EVG chose to focus on two specific benefits for this particular prostate cancer treatment. After researching prostate cancer treatments we determined that most men would be interested in a treatment with fewer side effects and a decreased risk of erectile dysfunction. Part of our process is to monitor and analyze social media ads on a daily basis. This process includes A/B testing, analyzing demographic response rates, and monitoring clicks and click-through rates, EVG analysts gathered critical data to help us make real-time adjustments to improve and refocus the ads so they would deliver more impact and better connect with the target audience.
These real-time adjustments are possible because microtargeting is real-time marketing. Unlike traditional marketing campaigns, microtargeting campaigns can quickly fine-tune initial choices by changing images, changing the ad copy and refining audience demographics in order to see immediate results. While making such changes during a traditional campaign is possible, doing so tends to be more difficult and expensive than it is during a microtargeting campaign. These immediate changes can yield impressive results.
Connect with the Audience
Throughout the 90-day campaign period, the ads generated a total of 57 reactions, 11 post shares and 48 page likes for the treatment social media page. This is considered a solid level of engagement for an ad about such a personal and private matter. The entire campaign had a 3.9% link click-through rate (CTR), an improvement over the .83% industry average for healthcare ads.
The centerpiece of the campaign was a carousel featuring cards highlighting specific benefits of the treatment. While the entire campaign had a high CTR, we could view the individual CTR for each carousel card to see which one users were drawn to the most. As we examined the performance metrics, it became clear that users cared most about reduced side effects and a decreased risk of erectile dysfunction. CTR for the reduced side effects card was 11% and the CTR for the decreased risk of erectile dysfunction card was 12%.
Successful microtargeting is not just about CTRs, though. To convert a reader into a customer, you need a website that is optimized for a high-quality user experience focused on the customer’s decision journey. Microtargeting campaigns can send qualified leads to your website, but it is only one part of the entire experience. It’s up to your landing page to get them to take the next step.
Converting qualified leads into satisfied customers is something we’re always seeking to do better. One key to success is how well the landing page works, and determining this relies on such metrics as the bounce rate, pages consumed per session, average session duration and the balance between new and returning visitors. Analysis of ad-driven traffic behavior on this page compared to other website traffic is vital in order to understand how well the ad is performing. If ad-driven traffic consumes fewer pages, bounces at a higher rate or fails in other metrics, then a change of course is required. Look at the process as a whole and find ways to streamline it to meet the audience’s needs. Check what information they may be searching for, how they are moving through the sales funnel, how they are consuming your content and make the next step you want them to take crystal clear. Tracking that next step (the conversion or goal) is also crucial to the process and will help guide subsequent marketing strategies. Moreover, tracking conversions sheds light on what is working and what can be improved.
Be mindful that not all metrics work for all ad campaigns. If the goal is a form submit on a single landing page, a low bounce rate or a high pages-per-session rate may not be necessary. Think about what success means for your campaign and monitor and track the metric most associated with that action.
Report the Results
Content marketers are storytellers at heart. Our campaigns tell a specific story to engage audiences. But our stories don’t end with the campaign. At the campaign’s conclusion, we need to tell the client the story of the campaign. We do this through our final report. Reports tell the story of how the ad performed, what worked, and what didn’t work. EVG’s comprehensive reports provide insight into the entire ad performance, offering insight on the client’s most important elements and metrics.
For this healthcare client, the most important metrics were website traffic (how many users visited the site) and reach (how many people were able to see the ads). EVG’s analysis revealed the client’s web traffic increased by 125% over the previous period, and their ads were seen by more than 62,000 people.
The decision about which treatment to choose for prostate cancer is not always easy or quick. Website traffic may see an immediate increase, but it takes months of a consistent and multi-pronged marketing campaign in order to see an uptick in patient inquiries.
If your organization has decided to embark on a social media microtargeting campaign, EVG is ready to help you strategize on how to achieve your specific goals with a customized campaign to reach your ideal audience.
Harris Quinn, Director Of Business Development, EnVeritas Group