Define specific target audiences to employ concise and accurate messaging
Tracking and measuring key performance indicators (KPIs) across social platforms is an essential step in any digital marketing strategy. Doing so provides the necessary insight into whether a campaign is performing on target and meeting objectives or falling short of its goals.
Establishing campaign goals begins with determining the target audience, especially when creating a health care campaign. Multiple factors need to be considered in order to comply with privacy laws and launch successfully across social networks.
Family Health Council of Central Pennsylvania (FHCCP) works closely with hospitals, federally funded community health centers, free-standing facilities and other community-based organizations across dozens of Pennsylvania counties to provide services to thousands who may otherwise go without essential care.
One such service is HIV treatment and care. To empower individuals living with HIV to proactively seek treatment and prevent the spread of the virus, FHCCP sought an integrated, digital-driven campaign.
Gavin worked with FHCCP and its partnering health care providers to reinforce how those living with HIV can lead long, healthy and fulfilling lives – by deploying our digital know-how to educate their target audience and drive testing, treatment and prevention method inquiries. Non-traditional platforms were utilized to directly reach the audience based on behaviors and psychographics.
With more than 1 million people in the United States living with HIV – 36,159 of whom are Pennsylvania residents – ensuring inclusivity of non-traditional platforms to leverage existing awareness about HIV and shatter stereotypes about the virus was crucial.
Defining FHCCP’s target audiences and their behavior was vital in creating and employing concise, accurate messaging. To do so, Gavin conducted preliminary research among those living with HIV, regional community leaders and FHCCP’s partnering health care providers.
These steps allowed for accurate, realistic conception of working tactics and personas to better influence, amplify, and connect with target audiences through relatable messages across their familiar platforms.
This HIV marketing campaign utilized traditional social media platforms such as Facebook and Instagram, but also included non-traditional platforms such as Snapchat, Grindr and Pornhub.
While it is important to include age and race when identifying target audiences, looking at behaviors are additional factors that should be considered, especially when a campaign requires compliance with privacy laws such as the Health Insurance Portability and Accountability Act (HIPAA).
For example, a primary audience identified would be those between ages 18-30 who are already living with HIV and are in need of ongoing medical treatment. To reach these individuals and convey specific messaging, we targeted their sexual and marketing behaviors in conjunction with their demographics to place ads where they would most likely see them, whether that be on Facebook, Instagram, Snapchat, Grindr or Pornhub.
Creating ads on these specific platforms drove traffic to the campaign website where users could download a booklet answering common questions on HIV and AIDS and providing opportunities to fill in appointment reminders and complete blood counts. When a user would download a booklet or click on a question, these metrics could be tracked.
While health care campaigns have challenges such as HIPAA privacy laws that might limit list targeting on digital marketing, there are other factors that can be considered, such as behavior targeting, to comply with laws while still ensuring your campaign is effective.
Considering alternative and unique ways is key to navigating challenges that are industry specific.
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