Nonprofit Enroll America was one of the first organizations to give advertisers insight into the effectiveness of mobile ad campaigns in the healthcare industry.
By using creative that asked a question, Enroll America was able to collect valuable data as well as ensure they only reached consumers without insurance.
Creative on banner ads asked, “Why do you not have health insurance?” Consumers could then answer the question by clicking on “cost,” “complicated” or “lack info” buttons. Out of the campaign’s 53,327 consumers who answered, 35 percent picked “cost,” 32.4 percent chose “complicated” and 32.6 percent clicked on a “lack info” button. And, 40 percent of the consumers who answered the question clicked through to Enroll America’s website to learn more about health care options.
“They’re delivering ads only to people who don’t have health insurance, and one of advertising’s biggest challenges is making sure that you’re presenting your message to the right people.”
With tightening regulations and new technology constantly emerging, mobile has become an essential tool for Healthcare/Pharma companies to reach consumers.
- Although TV still gets the majority of ad dollars from this sector, better targeting and concern that the US Food and Drug Administration (FDA) will ban direct-to-consumer TV ads for prescription drugs in the future are encouraging brands to consider digital channels to connect with consumers and healthcare providers.
- As the era of blockbuster drugs comes to an end, many prescription drugs in the pipeline will cater to diseases with specific remedies. As such, they will require more highly targeted campaigns and strategic use of digital channels. Overall spending by pharma will not decrease, but it will be reallocated as brands get better at using data to target specific markets.
- Mobile advertising offers another level of personalization, and marketers see the platform as the way to optimize targeting.
- Laws requiring physicians to keep electronic records on patients have driven more healthcare providers to digital device usage, and to more digital interactions with brands. Therefore, brands are shifting business-to-business (B2B) marketing budgets to digital, and more specifically, to mobile.
- Wearables are also increasing the number of healthcare-related digital interactions with consumers. How devices such as fitness trackers, medical monitoring devices and smartwatches will affect ad spending in the healthcare and pharma sector remains to be seen, though.