GeoFencing Case Study - Health Care
The Objective:
Drive awareness, consideration and foot traffic for health care services among health-seeking consumers given that:
• They rely on digital tools – both desktop and mobile – to research, vet and schedule health care providers
• There are different health care consumer segments – from price sensitive to fitness alternatives to online and onboard – these segments need and desire different health care solutions [Deloitte Review, Issue 16, 2015: Rising Consumerism: Winning the hearts and minds of health care consumers]
• Compare health care costs – often using apps their health insurance carrier has provided
• Are open to a wider treatment approaches than earlier generations
The Solution:
Local PagePop has two proven mobile location advertising services that can deliver targeted ads to health care seeking consumers. Our location-based services outperform non-location based ads in driving click through rates (CTR) and enrollment.
GeoFencing:
Deliver ads to consumers using geo-fencing to find likely purchasers in your catchment area. You determine how large you want to set the geo-fence to capture meaningful enrollments. Only consumers within the defined areas will be served the ads.
GeoRetargeting:
Deliver ads to consumers who have visited your location or have searched for health care services in the past. It’s real-world retargeting based on actual behavior.
Ways to Implement GeoFencing and GeoRetargeting:
There are many ways you can target consumers seeking health care services. Here are just a few campaign thought starters for inspiration – our team is here to help you brain storm others:
• Target specific health care consumer types within geo locations – e.g., moms with young children for pediatric services
• Retarget past visitors with gentle reminders to return or a special promotion for return visit – e.g., target past visitors with a “we miss you; come back and try our new spa serviced” or “we miss you; come back for a special ‘try us again’ special price”
• Use mobile video in 10-, 15- and 30-second spots to spotlight a special offer or service– e.g. a video of a new laser treatment
• Leverage contextual location data such as weather, time of year to showcase services – e.g., tease “rainy days are great for getting through your ‘to-do’ list – schedule your checkup today”
