Precision is currency in the rapidly changing world of health advertising, especially for pharma brands seeking to drive vaccine awareness. Vaccine campaigns—for both communicable and non-communicable diseases—are most effective when they reach the right audience at the right time.
The Unique Challenges of Vaccine Advertising
Vaccine advertising is different from a typical pharmaceutical campaign in a few ways. For one thing, vaccine campaigns are particularly vulnerable to the dangers of misinformation, which can negatively impact audience receptivity (as was the case during COVID-19).
In many cases, vaccine campaigns must reach the most susceptible populations quickly to outpace the spread when outbreaks occur. Additionally, for non-communicable diseases, like shingles, the success of your campaign hinges on finding individuals at the highest risk. Casting a wide net with generic audience targeting doesn’t cut it. Marketers must consider how factors such as geography and demographics like age, gender, and race—and much more—will influence their vaccine campaign strategies.
Vaccine Campaigns, Powered By Real-World Data
Effective vaccine advertising also requires different datasets. To reach the right audiences for your vaccine campaigns, look for a partner that combines audience modeling with real-world data, like vaccine incidence rates and local vaccination trends. At DeepIntent, as part of a dynamic new solution, we layer in a propensity score to focus your ads on persons most receptive to receiving vaccinations.
For any upcoming vaccine campaigns, ask your DSP about:
- Real-time data: Do they leverage local vaccination trends to reach the most relevant audiences and improve outcomes?
- Relevance: Can they focus ad spend on individuals who are most receptive to receiving vaccines?
- Advanced targeting: Do they use modeled audiences and incorporate vaccine-specific signals to help boost vaccination rates?
- Healthcare measurement: Will they be able to evaluate how your campaign is performing against health-specific KPIs?
Advertising vaccines is not without its challenges. But with the right audience strategy and the ability to optimize your campaigns using real-time data, you can drive awareness and significantly improve health outcomes among the populations who will be impacted most.
Click here to learn more about robust audience planning solutions from DeepIntent.