Blog: September 13, 2018

Health Changes Everything

By Phil Ripperger, VP, Business Development, Crossix Solutions
Health Changes Everything
Marketers and their agencies are always looking for a competitive edge and new ways that data can drive increased efficiency and impact for their media buys. Increasingly, CPG and OTC brands are taking novel approaches to thinking about who their target customer is. No longer forced to think about their audience exclusively in terms of demographics, geographies or OTC purchases, pioneering marketers are turning to privacy-safe health data to reach valuable and often elusive consumers that they might otherwise overlook.

From fitness devices to OTC and CPG brands, these marketers have discovered that health considerations influence more consumer choices than they realized.

Why? Well, it makes sense.

More and more, health-conscious consumers, a large and growing segment of the population, make decisions that are at least somewhat influenced by the need to make healthy choices. In other words, this mindset is already ingrained in brand and purchase decisions of US consumers and extends way beyond scenarios like what prescription to request from a doctor.

For brands that care about health, using diverse data sets to identify consumer characteristics most closely associated with specific health conditions presents a new and exciting approach for reaching audiences in a highly precise manner. Here are just a few examples of clients who have used Crossix health audience segments to reach key consumers:
  • A national mattress company that uses a back-pain audience segment to reach consumers who may need more support for a better night’s sleep
  • A yogurt marketer who sought to reach those more likely to make diabetes-friendly food choices
  • A cosmetics brand looking to reach women who are more likely to have eye, skin and allergy conditions to market their hypoallergenic mascara
These brands are among many that now have empirical evidence that health information provides a more complete view of their key audiences. And targeting based on consumer propensities only, not privacy-protected health data, makes it possible for marketers to employ extremely targeted messaging that feels personal, without putting consumer privacy at risk.
Reaching the right user at the right time can do more than just boost sales. Paired with the right creative and a relevant message, it can ignite a connection and deepen brand loyalty. In the case of healthy lifestyle brands like our mattress and cosmetic clients, the right advertising approach can even prompt consumers to make smart choices aligned with their unique health concerns, whether they are choosing a more supportive mattress or non-irritating mascara.
My colleague, Duncan Clegg PhD, will be leading a webinar on September 20 about innovations in audience targeting for brands that care about health. I encourage anyone interested in the power of health data to tune in and learn more about brands that are reaching and engaging their key audiences, with precision, and at scale.