Hyper-local advertising is poised to transform how clinical trial marketers connect with patients. By providing a cost-effective platform to engage their audiences by matching ads in context of consumers’ physical location, hyper-local targeting delivers relevant messages to the right person at precisely the right time and place – and can cost as little as one-fifth of search engine marketing.
First, Ask Permission
The success of hyper-local advertising is about creating an equitable exchange between patient recruitment advertisers and consumers. By volunteering their location, people expect to receive information that’s relevant to them. That is why hyper-local outreach starts with getting permission. The reason is two-fold: avoiding the appearance of spam marketing, especially when advertisements may contain sensitive or non-applicable health topics; and, by getting permission, users are clearly expressing interest in the types of content they will receive – increasingly the likelihood for conversion.
Good Fences Make Good Impressions
Geofencing is a location-based service that lets marketers send ads to mobile devices upon entering a defined geographic area. Scalable from several miles down to just a few feet, geofencing leverages location as a means of garnering a smaller, but more highly targeted audience. Imagine supporting a study site in a major metropolitan area like New York City or Los Angeles. With geofencing, you can create a small zone that extends just several blocks around the site, serving ads to anyone who walks, bikes, or drives near the location. Additionally, the flexibility that geofencing provides allows clinical trial marketers to expand, contract, or optimize that zone throughout the campaign to ensure maximum performance and ROI.
Going the Distance for Patients
The average clinical trial participant travels anywhere from 10 to 50 miles to attend their study visits. Over time, travel fatigue can set in, which may lead to voluntary patient withdrawal. By placing ads through hyper-local targeting, clinical trial marketers can attract patients who live in close proximity to study sites, and thereby remove a major barrier to completing participation. For maximum relevance and effectiveness, geofences should be placed within a 15 minute travel radius from the target location.
Painting Mobile Ads in a New Context
In hyper-local mobile advertising, the definition of contextual-based ads shift from the content on a given web page (e.g., keywords, category) to information surrounding the user’s physical location. This allows advertisers to refine their reach by targeting specific neighborhoods where key demographics live and frequent, such as high-or-low income areas, schools and universities, restaurants, shopping centers, and more. What’s more, contextual data can also be gathered to inform additional broad-based mobile and web outreach.
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