How Hyper Targeting Will Rock Your Marketing Strategy

Back in 1995 when Sonic Youth, Hole, Cypress Hill and Pavement were headlining the 5th Lollapalooza,  online ad agencies began helping their clients identify certain websites that their customers would tend to visit, creating the digital framework in marketing to “go where your customers are”. Companies became much more interested in placing ads where their customers were most likely to see them. Fast forward to 2006 which started a new phase in digital advertising when Facebook began working with advertisers to make the young company some money, starting with small display ads and some sponsored links but soon moved to using targeted ads specific to a users demographic and interests. Facebook is certainly a pioneer in the targeted ad game which has changed the way advertisers reach their audiences.

Hyper targeted marketing refers to advertising that is being directed to specific people who have, in some form, indicated that they are or will be a good candidate for a certain product or service. We are marketing directly to the people who exhibit the attributes which make them prime candidates for what we are selling.

This is achieved by utilizing a large number of data points. This data represents both online attributes (such as search habits, interests, purchases) and offline values (like their home address, household income, age range) and are at the individual person level. The data is leveraged to identify audiences in which to execute the targeted engagement. The more data points, the better the targeted results become. Ultimately, this process allows for the marketing efforts to reach people with the highest probability of becoming customers (and in OUR case, patients). 

Hyper targeted marketing eliminates the top section of the funnel  - the ‘awareness’ phase, because we are marketing only to those who are likely to be interested in our product or service.The results are typically greater than those of traditional marketing. 

Because of the digital nature of hyper targeted marketing, we have the ability to deliver a calculated ROI. A hyper targeted campaign is track able with the ability to calculate ROI at any stage of the campaign. Typically, the campaign is tracked and optimized to obtain maximum results, testing and tracking the messaging and timing that has shown the best results throughout the campaign. 

Hyper targeting within healthcare, when used to drive new patient visits, will generate clear data on patient acquisition costs. Over time, a practice will realize their revenue-per-patient which will drive the cost of patient acquisition down while increasing the overall ROI for their 

Just like the Lolapalooza lineup, hyper targeted marketing has evolved tremendously and will continue to rock your marketing strategy.