Put Your Audience First

Posted by Winnie Tan from Ogilvy CommonHealth Worldwide — North America on December 5, 2017

Have you ever come across an advertisement on Facebook and wondered why and how you became a target of that ad? Let’s say you are a 32-year-old female from New Jersey who has never stepped a foot inside a pet store, yet you are served an ad on pet food delivery services only available in Pennsylvania. This ad does not fit your needs or your location, but there could be a couple of reasons why you are seeing this ad. Your historical and real-time activity can impact how you’re targeted—maybe you searched for a particular item, visited a product website, looked it up on Amazon, or you reposted a sad dog video that the brand created. Or maybe it was none of your doing, and you were just identified as a lookalike, meaning some of your qualities are similar to the target audience of actual pet owners who would love for their dog food to be delivered. 

As healthcare marketers, it’s part of our job to make certain that the content we are producing is targeted and speaking directly to the right audience, in the right media channel, and preferably at the right moment. At least 2.46 billion individuals, or 71% of Internet users worldwide, will access social networking sites regularly this year, up 8.2% from 2016.1 We are all eager to get into social media marketing as it can promise reach to a large audience. However, it’s very important to assess the opportunity of the engagement within the specific platform and deliver content that will bring value.

Below are some key questions that need to be considered before entering a social channel:

1. Where is your target audience? What is your targeting strategy?  

While there are several social media platforms to choose from, which platform(s) make the most sense for your brand and match up with your audience? What are the key traits that you are looking for in your audience and how are they best targeted on social media? Each platform has a different set of capabilities (eg, geotargeting, behavioral and economical data), so we need to develop the best set of targeting rules and consider segmentation and personalization for the content that we want to deliver.

2. What is the user experience? 

How are users engaging with content in this channel? Understanding social channel behaviors is crucial in determining the type of content that should be produced. A “like” on Instagram is not the same as a retweet on Twitter, and knowing the difference between the user experience of these two different platforms can help when defining overall engagement and success.

3. What is your audience talking about?

Listen. Start with social listening, and then continue to monitor the conversations that are happening in social channels. It helps to continue to identify the unmet needs for our audience regarding our brand or the disease state overall. With this type of data in hand, we’re able to respond with relevant content, providing answers to questions that our potential customers may have. 

4. How do we measure success?

We must first define a clear objective for our campaign. If we’re trying to measure engagement, then metrics such as likes, replies, and comments are key indicators. For example, if we are looking to drive traffic to a patient website, then we would focus our analysis on click-through rates. Keep in mind that not all platforms will provide the same metrics, so you may want to consider reporting capabilities as a factor in platform selection. 

Entering into a social strategy is exciting, and certainly worthwhile if we stay true in communicating to our audience by bringing forth content that is valuable and helpful.