The Importance of Where
Geo-targeting is the relatively new marketing practice of delivering content to a consumer, often via their smartphone, using geographic location information about that individual.
According to Local Search Association, the click-through rate for geo-targeted mobile display ads was significantly higher than the industry benchmarks, especially in healthcare. Hospitals can restrict their marketing reach to patients located in a defined geographic area and, by narrowing their location, often get deeper, more meaningful and identifiable data that identify consumers’ wants needs or interests. Here are 6 topics to be aware of when geo-targeting healthcare consumers:
Geo-fencing allows healthcare marketers to set a perimeter around a hospital or clinic. When a patient enters those perimeters, an ad is pushed to them if they have “opted in” to accept messages. For example, a clinic can set a 1-mile perimeter to reach patients and encourage them to walk or bike to their next appointment. Or, it could set a 3-mile perimeter around a nearby office complex to reach patients looking for convenient pharmacy pick up after work.
Geo-conquesting sets perimeters around competing hospitals or clinics to capture new patients who may be looking to switch. A hospital can send ads touting their short wait times to patients sitting in another clinic’s waiting room.
Using a patient’s search history allows healthcare marketers to deliver location-specific ads and information to them, even if their current location is different than the on indicated in their internet search. A patient might be planning a vacation and can be alerted to a clinic, a hospital, or a gym at their intended destination.
Location history provides information about where a consumer might like to shop, vacation or dine. Marketers can glean information about what patients like to buy, how often they travel to a certain location, and what they do once they are there. This insight allows marketers to deliver location-specific information in a timely and relevant fashion, even if the patient is not currently in that location.