Location-Based Marketing in Healthcare

by | Jun 7, 2017 | Digital Strategy

With location-based marketing in healthcare, audience segmentation is no longer just about patient population. Now, it can be about location, location, location.

You prob­a­bly already know how to tar­get per­son­al­ized ads to spe­cif­ic patient pop­u­la­tions based on demographics—now it’s time to apply that to loca­tion. Imag­ine a patient sit­ting in a com­pet­ing hospital’s emer­gency depart­ment lob­by with a knee injury, wait­ing hours to be seen, killing time on his smart­phone as he waits. What if you could feed that patient an adver­tise­ment about your facility’s short ER wait times or your urgent care facility’s capa­bil­i­ties? This sce­nario is a pos­si­bil­i­ty in today’s high-tech world, thanks to built-in GPS nav­i­ga­tion found on most smart devices.

Loca­tion-based mar­ket­ing in health­care allows mar­keters to find patient prospects in real time. The data comes from appli­ca­tions that mobile users have giv­en per­mis­sion to cap­ture loca­tion. While not every­one who uses mobile devices will elect to allow loca­tion track­ing, they are more like­ly to pro­vide access to their loca­tion if there is some kind of incen­tive for them, accord­ing to one study.

Loca­tion-based health­care mar­ket­ing infor­ma­tion can help inform spe­cial­ists learn where patients or prospects who opt-in to loca­tion cap­ture are going, how often they fre­quent the loca­tion, and which mar­ket­ing mes­sages to deliv­er based on these facts. Are they vis­it­ing a gym? A near­by med­ical facil­i­ty? A farmer’s mar­ket? Do they work in the vicinity?

Mar­keters can use what they learn to deter­mine what peo­ple need from their facil­i­ty, build ads based on ser­vices their facil­i­ty can pro­vide, and deliv­er them to the appro­pri­ate geo­graph­i­cal audi­ence through paid search, Face­book, or oth­er types of ads.

Location-based healthcare marketing: Geofencing Versus Geoconquesting

Two of the most use­ful geo­tar­get­ing meth­ods avail­able to health­care mar­keters are geofenc­ing and geoconquesting.

Geofenc­ing involves defin­ing a perime­ter around a spe­cif­ic loca­tion that could include your hos­pi­tal, clin­i­cal, phys­i­cal ther­a­py facil­i­ty, or local busi­ness­es. When your patient or prospect shows up at that loca­tion and uses their smart device, you can have an ad ready to feed to that’s tai­lored to that loca­tion. Geofenc­ing health­care strate­gies should be imple­ment­ed con­sid­er­ing those perimeters.

Exam­ples include ads for nutri­tion class­es or the impor­tance of well­ness vis­its feed­ing to smart­phones at a gym or farm­ers mar­ket, ads at your facil­i­ties remind­ing patients of the health ben­e­fits of exer­cise or a healthy diet, or even ads tar­get­ed specif­i­cal­ly to men or women at busi­ness­es you think they may be more like­ly to fre­quent. It’s impor­tant to find a bal­ance between seek­ing infor­ma­tion about poten­tial cus­tomers and eval­u­at­ing the eth­i­cal issue with geofenc­ing, so con­sult your entire team when it comes time for those discussions.

With geo­con­quest­ing, you set up a sim­i­lar perime­ter at hos­pi­tals or clin­ics oth­er than your own. Cre­at­ing a perime­ter around com­pet­ing hos­pi­tals or clin­ics allows you to dis­trib­ute ads that may tap into com­pet­ing facil­i­ty patient frus­tra­tions about long wait times or inat­ten­tive care. Through geo­tar­get­ed adver­tis­ing, you inform these patients of an alter­na­tive. The future of mar­ket­ing and tech­nol­o­gy con­tin­ue to evolve, so stay pre­pared for what comes by becom­ing well-versed in these strategies.

Learn More

Get more use­ful tips, tricks and best prac­tices deliv­ered to your inbox.

Subscribe to our blog

Sign up for updates!

Sign up for updates!

Get marketing tips delivered straight to your inbox.

You have Successfully Subscribed!