DO Use Data to Identify the Right Audience Segments and Drive Consumer Insights
Everything you do, from audience segmentation to customer journey mapping, campaign execution and optimization, should be grounded in high-quality data. This is how your brand will create the personalized experiences your audiences are craving.
Start by gathering your customer/prospect data, as well as data from internal campaigns, social media and other sources. While there are countless ways to sort your data, geography, basic demographics and past behaviors are a good place to start. Once you know who your targets are, figure out what they need. What are their desires and expectations? What disease or health condition, procedure or product matters to them, and how does this impact their life? How do they want to receive this information?
At Responsory, we typically start with a combination of client-supplied customer/prospect data (if available, but not required. Case in point: this campaign). We also employ a comprehensive Medical, Healthcare and Pharmaceutical data suite to help identify new prospects and the most viable audience segments. This multi-dimensional data suite overlays a combination of hospitals and medical offices, physicians and providers, prescription drug classes and distribution, and disease states and chronic indicators. These data points are ultimately mapped to IP-address “zones” (in a privacy-safe manner) and scored according to their likelihood to respond to a particular campaign.