Health is personal. Health Advertising should be too.

Like most marketers, I believe in the promise of personalized marketing. But like many of my health marketing peers, I’ve always wondered: by being personal about health, are we crossing a line?

To find out, we (PulsePoint) commissioned primary research with 1000 consumers across the country, to find out what people actually think about receiving health ads personalized to their needs.

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Download the full research paper here.

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We found that consumers view healthcare advertising as a resource, and based on this belief, consumers are willing to engage on a personal level. Not only are consumers open to targeted health ads, but many prefer targeted advertising.

• 79% are open to receiving targeted medical/health advertising, as long as they consider the information relevant.
• 54% prefer targeted digital healthcare ads.

What does this mean for marketers?

1. With so much data available, marketers can explore combinations of behavioral, clinical and contextual data to achieve micro-targeting for their ads.
2. Marketers now have the added responsibility of creating personalized marketing messages. In addition to manually creating multiple versions of digital ads for different sub-segments of consumers, there are now new tools that create versions organically.
3. Or, for a simpler solution, marketers can distribute their pre-existing content in a targeted way using automated platforms.

With the sentiment of GDPR in the air, we’re exploring ways we can give the consumer the content they need with the control they want.

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Read here the second part of the blog mini-series about where you should place your health ads.

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Chris Neuner, Chief Revenue Officer at PulsePoint, has 20 years’ experience driving performance in the interactive marketing and media space. He brings to PulsePoint a proven track record of partnering with leading pharmaceutical companies and agency partners to build successful businesses.