Steer Your Digital Healthcare Ad Targeting Around Ethical Land Mines
New Advisory Group Sets Guidelines for Programmatic Healthcare Advertising
// By Lisa D. Ellis //
The exploding popularity of personal devices, from fitness and sleep trackers to calorie counters and meal diaries to digital heart rate and blood pressure monitors, coupled with the websites and programs where people plug in this data, paints a clear picture that healthcare organizations can use to identify people who are potentially a good fit for their services and programs. Add to this the wealth of personal demographics, financial data, and information about lifestyle and shopping habits and preferences that is now readily available. Key insights gleaned by connecting all of these categories can enable marketers to carefully tailor their digital advertising strategies to reach the best candidates and hopefully entice them back to their facilities.
Yet while following a consumer’s digital trail may be helpful to map you right to the websites and social media platforms frequented by people you want to reach, many ethical issues can arise with using personal data and information, especially when you consider patient privacy laws and realize that your organization stands to benefit financially.
Chris Neuner, senior vice president and general manager of digital health solutions at PulsePoint, a global programmatic advertising technology company that automates the buying and selling process for businesses and healthcare groups, explains that when using data (including what can be accessed through PulsePoint’s own platforms), organizations need to target carefully whom they approach and how. He points out that PulsePoint’s capabilities can help groups navigate an effective path without crossing into dangerous territory.