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Media Profiler

More Engaging Messaging, Cost-Efficient Media Selection, and Better Patient Health Outcomes

Optimize your brand's reach to the right patients ahead of your campaign

Align media preferences with the clinical specificity of your brand’s target audience. 

Many brand teams are investing heavily in Direct-to-Consumer (DTC) and Healthcare Professional (HCP) advertising campaigns. Early insights into campaign audience composition, channel preferences/effectiveness, and overall performance can help brand leaders make informed decisions to better engage their target audience and achieve a favorable return on advertising spend (ROAS). But challenges such as incomplete, delayed, or inaccurate data can hinder the timely delivery of these insights, making it difficult for brand teams to optimize their high-value advertising investments before it’s too late. 

"The most frequently used metric is audience quality (AQ)​. AQ describes the extent to which you are reaching patients with the condition or prior therapies of interest​. But AQ fails to tell you whether the channel(s) or tactic(s) are of actual interest to your target patients."

Karin Chun Hayes, SVP, Analytics

 

 

What Does Media Profiler Offer?

Audience Composition

Understand the fundamentals of social context to support consumers, HCPs and Consumers alike, as they make more informed treatment choices including:​ 

  • Geographic
  • Demographic
  • Healthcare Access

Media Investment

Determine the most effective places to ​reach your customers and strategically make ​media investments, including:

  • TV
  • Display
  • Social
  • Audio
  • Email

Engagement

Create memorable and impactful messages and images that will ​engage and convert the audience​ such as: 

  • Interests and Hobbies
  • Technology Expertise
  • Digital Brand Preferences
  • Healthy Behaviors and Risks

Media Profiler FAQ

How do you conduct an Audience Profile Analysis?

We begin by understanding your brand’s campaign objectives and challenges. From there, we create a patient cohort using privacy safe, de-identified real- world data. Next, we analyze the cohort’s consumer characteristics and behaviors to provide you with tailored recommendations on the optimal channel mix, partners, and tactics, along with reach and frequency estimates. We address knowledge gaps and explore strategies to effectively engage your customers, ultimately delivering recommendations aimed at enhancing consumer engagement and improving the treatment experience. 

Does it matter if I’ve already started my campaign?

No, while it’s best to have a thorough understanding of brand ready patient when you are planning or optimizing your campaign, this can be conducted at any point along the campaign lifecycle.  

Is it HIPAA compliant?

Yes, our real-world medical claims adhere to the strictest of regulatory guidelines. 

What Sets Media Profiler Apart

Utilize Real-World Data for Your Market

Access over 305 million de-identified patient records linked to consumer preferences from 260 million adults. This allows you to create custom cohorts tailored to your specific patient profiles.
Obtain Comprehensive Insights

Gain a deep understanding of consumer demographics, media preferences, and social determinants of health—all in one place. This eliminates the need to piece together information from various sources. Additionally, our expert consulting team, skilled in both patient claims and consumer media, will provide tailored recommendations for your media strategy.
Reach Brand Eligible Patients 

Understanding your target audience’s media preferences is essential for ensuring that your ads reach eligible patients. Different demographics engage with various types of media, so knowing which channels they prefer enables you to customize your campaign. This ensures that your messages reach them effectively throughout their patient journey. 
Stay on Budget 

With the ever-expanding ecosystem of channels, selecting advertisements channels customers are not interested in can result in wasted resources and lost opportunity. By knowing the media preferences of your ideal audience, you can allocate budget more efficiently, spending on the most engaging channels and getting the best return on advertising spend (ROAS). 
Better Message Resonance 

The format and style of your message can differ greatly depending on the media type. For instance, a social media post might be casual and engaging, whereas a television ad tends to be more polished and story driven. By understanding consumer behaviors, interests, and hobbies, you can create data-driven messaging and creatives that resonates with them in the right context. 
Timing and Frequency 

Different media channels offer varying opportunities for ad exposure. For instance, social media and digital platforms allow for more frequent updates and interactions, while print media might have longer lead times but offer a more lasting presence. Knowing your audience's media consumption habits can help you time your ads effectively and maintain an optimal omnichannel a “surround sound” effect. 

Measure Effectiveness

Different media channels provide different levels of measurability. Digital media often allows for precise tracking and analytics, while traditional media may offer less detailed data. Understanding media preferences helps in selecting channels where campaign performance can be effectively monitored and calibrated faster and, at scale.

 

Drive Smarter Media Selection.
Get Started Today.

Let’s talk about your brand marketing needs and how our dynamic, patient-centric solutions help achieve your commercial goals.

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