If you’re trying to bring your product offering or service line to market within the healthcare industry space, you already know it’s an uphill climb from the start. The healthcare industry, worth more than $4 trillion and growing 4% annually, presents steep competition for market share. This field is crowded with diverse players—doctors, hospitals, insurance companies, government programs, non-governmental organizations, and, of course, patients. All operate within an overtly complicated system where every move creates a domino effect impacting all stakeholders involved.
That’s where Mediate.ly will come in. As your agency partner, we leverage healthcare commercial intelligence tools like Populi’s consumer clinical propensity models acquired by Definitive Healthcare to simplify this complexity. We help you reach the right people at the right time through channels like programmatic advertising tactics (e.g. OOT/FEP, Online Video, Banner, Native, etc.), Meta, LinkedIn, and others.
These granular, highly relevant audiences can also be seamlessly integrated into the most commonly utilized digital marketing channels, making them highly portable for your next marketing campaign with us. Let’s explain how it works and why it matters for your organizational marketing initiative.
Why Healthcare Marketing Is Different
Healthcare is unlike any other industry. Decision-making is very nuanced and complex due to several factors:
- Hospitals and clinics often have intricate organizational structures, sometimes operating independently within themselves. (“Who are you? You do what here??”)
- Payments stem from a mix of public programs (like Medicare) and private insurers.
- The entire ecosystem—providers, suppliers, patients, and insurers— are deeply intertwined and reliant on one another.
These complexities make it challenging to get your message to the right audience. Not to mention, the complexities to target beyond the typical Family Healthcare Decision Maker audience (Females 25-54, Kids in home), whom all other advertisers from CPG and Retail, to name only two, also wish to target. However, with the right tools and strategies, these challenges can become untapped opportunities for patient and hospital growth.
The Role of Data Compliance in Healthcare Marketing
Data compliance plays a crucial role in marketing, especially when handling sensitive consumer information. Regulations like HIPAA (Health Insurance Portability and Accountability Act) set strict guidelines for how healthcare-related data can be used in marketing, ensuring that patient privacy is protected. Additionally, laws such as GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) further regulate data collection, storage, and usage, requiring businesses to obtain proper consent and maintain transparency. Marketers must navigate these regulations carefully to build consumer trust while leveraging data-driven strategies effectively.
How We Use Data to Make Your Marketing Smarter
Mediate.ly uses advanced healthcare data and analytics to remove the guesswork from your campaigns. Broad demographic targeting is a thing of the past.
- Target the Right Audiences
To reach prospective patients, we can target key groups using clinical propensity and health behavior models that indicate a high likelihood of having the specific condition your organization is promoting. While there is a growing regulatory emphasis on eliminating prospective patient tracking, we ensure your message still reaches the audiences most likely to respond positively. This is enabled by our integration with Populi audiences via Definitive Healthcare. - Map Out the Patient Decision-Making Process
We analyze the decision-making process within the patient experience, providing a clear roadmap to help your brand stand out among the competition. By understanding this journey, we ensure relevance and granularity of targeting. - Create Better Campaigns. Create More Impactful Campaigns.
With clear insights, we craft campaigns that get your healthcare product or service–like virtual urgent care– to market quickly and effectively.
Who Benefits? (Hint: It’s Probably You)
Our Definitive Healthcare and Populi audience strategies aren’t just for large healthcare companies like medical device manufacturers or pharmaceutical conglomerate brands. They’re for anyone engaging within the healthcare ecosystem. For example, healthcare organizations can use these strategies to recruit clinicians and specialized physicians, such as staffing a new bariatric or cardiology ward, and leverage it to grow and connect with their target audiences.
Even non-healthcare organizations can use this data to inform their marketing outreach. If your business touches the healthcare industry in any capacity, we can help you break through the noise and make meaningful connections.
Why Work With Us?
At Mediate.ly, we specialize in transforming complex data into actionable marketing strategies that drive sustainable growth for your healthcare organization. We understand the unique challenges of the healthcare vertical and know how to navigate them to deliver quantifiable results for your team.
Simplify the complexity and get your message where it matters most through Definitive Healthcare’s targeted audiences.