Knowing and understanding your audience is at the center of every successful marketing campaign. One trend that continues to gain traction is the notion of audience profiling. Brands want to know more about the personality, attitudes, and behaviors of their key customers, not just which patients are on therapy and which physicians are prescribing.
Merkle’s DataSource™ consumer household database houses data from over 30 major data sources (e.g., leading national and specialty providers, U.S. Census, etc) and provides over 95% coverage of all U.S. households. Merkle recently partnered with one of the largest digital on-boarding providers to bring the power of DataSource™ into the digital landscape. This integration links through an ID sync, which enables DataSource™ to securely convert to cookies and deliver to DMPs, DSPs, attribution engines, and other platforms.
DataSource™ can be leveraged to help marketers build and deliver precise solutions to meet customers’ needs, enabling marketers to reach their key customers, at the right time, on the right device, with the most relevant message. This type of audience profiling offers more insight into key customers and helps provide a better understanding of their characteristics, behavior, and traits.
While historically, audience profiling has been used in consumer marketing, its application for professional marketing has grown in popularity. Understanding physicians as consumers has proven invaluable in professional CRM campaigns. For example, in a recent client engagement focused on a subset of U.S. oncologists, audience profiles were used to select key channels driving to a KOL video microsite, delivering first-line therapy and dosing messages. Audience analysis uncovered that targeted customers subscribed to various mail order catalogs, were heavy mobile users for clinical content, and shared interest in bicycling. This information was put to good use in the tactical plan, creating a campaign heavily focused on direct mail as the main driver to the video microsite. While not a conventional approach, each direct mailer was equipped with QR codes and USB micro-chips that individually drove users to the microsite. Customer interests such as bicycling informed a much more targeted media buy, which also drove customers to view videos. Performance results were extremely positive, showing higher than expected response to tactical drivers and engagement with video assets.
Tactical program components are key to driving incremental lift. Higher engagement across tactics is a leading, first-line indicator for higher lift and conversion. Having a deeper understanding of the target audience gives marketers the ability to customize CRM plans and realize higher campaign engagement and interaction.
In part two of this post, I will go into details on audience profiling for patients — the ability to utilize DataSourceTM with consumer opt-in data in lookalike modeling, effective prospecting, and crafting relevant consumer RM segmentation and messaging streams.