The Future of Healthcare Targeting: Why Predictive Audiences Are the Answer
For years, identity-based targeting has been the backbone of healthcare marketing. Marketers relied on deterministic identifiers like NPIs, hashed emails, and device IDs, to reach healthcare professionals (HCPs) and health consumers with precision. But as privacy regulations tighten, and platform restrictions mount, the once-clear path to audience targeting has grown increasingly complex.
The future of healthcare targeting isn’t about holding on to the past, it’s about adapting to what’s next. And solutions like Proximic by Comscore’s Predictive Audiences are leading the way.
Proximic by Comscore’s Predictive Audiences: The Next Evolution
Predictive audience modeling is filling the gap by using machine learning to identify patterns in historical data and forecast future behavior, without requiring a direct identifier.
Instead of targeting based solely on who someone is, Predictive Audiences focus on what someone is likely to do.
This approach makes it possible to reach nuanced audiences, for example:
Health consumers who may be newly diagnosed or treatment-naive
Audiences exhibiting digital behaviors aligned with disease awareness or treatment exploration
High-propensity content topics including Chronic Conditions Medication and Mental Health and Pain Management
By analyzing a combination of clinical, behavioral and contextual data, predictive models can build high-intent, privacy-forward segments that outperform static targeting lists.
Why Predictive Audiences Work in Healthcare
Healthcare is inherently complex. Prescribing decisions are influenced by numerous variables ranging from health consumer demographics to clinical guidelines to real-world experience. Traditional segmentation often fails to capture this nuance.
Predictive modeling can allow marketers to:
Anticipate HCP or health consumer behavior before it happens
Optimize campaigns in real time based on shifting dynamics
Scale targeting without depending solely on exact matches
Eliminate the need for reliance on individual identifiers
In short, Proximic by Comscore Predictive Audiences helps marketers to move from reactive targeting to proactive engagement: delivering the right message to the right audience, even when direct identity isn’t available.
Now Available: Predictive Audiences
PurpleLab x Proximic by Comscore Healthcare Predictive Audience segments, powered by Throtle, are now live!
These segments are designed with healthcare marketers in mind who may be looking to reach health consumer audiences, even in signal-restricted environments.
Ready to explore the next generation of healthcare targeting? Contact Tamer Chamma at tchamma@throtle.io, to learn more or start activating predictive audiences today.