How Health Care Organizations Can Use Media Data to Effectively Target Market
The continued growth in channels makes precision media buying more important than ever.
// By Brian Griffin //
Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine the success or failure of marketing campaigns.
Maggie Checinski, integrated media director for SPM Marketing & Communications, now Unlock Health
Fortunately, the past decade has also seen tremendous growth in national media data and analytics tools that can take the guesswork out of where to invest advertising dollars. Leaders from SPM Marketing & Communications discussed the topic during a recent Strategic Health Care Marketing webinar.
“These tools help us get to the root of consumers’ media choices, so we have a strong understanding of the channels they’re using and how they interact with them,” says Maggie Checinski, integrated media director for SPM Marketing & Communications, now Unlock Health. “The data is instrumental in guiding our media planning for health care clients, a process that starts with identifying the right data sources.”
Here, we look at some of the data sources that guide media planning, including a new tool from Unlock Health that could help you prove ROI to your CFO.