Audience segmentation in healthcare 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.