It’s safe to say that thoughts of health are in the air. In addition to the annual reminders and cautions from doctors’ offices and hospitals across the country of the dangers of flu season, it’s also open enrollment time for health insurance. And in general, their health and that of their families is on Americans’ minds more at this time of year than any other: According to the Resonate Holiday 2024 Outlook, the number of people who say they are concerned about their health “to a large extent” has jumped 19% since the summer.
Clearly, consumers are receptive to information about their health right now. But to ensure they’re receptive to your messaging, you need the right data.
There’s a wealth of healthcare information in the Resonate Ignite Platform, ready and waiting to be activated to empower you to launch a highly relevant marketing campaign. Here’s what rAI—the AI-powered data engine at the heart of the Ignite Platform—can tell us about different healthcare audiences.
People Who Didn’t Get the Flu Vaccine (Yet)
If you’re planning a marketing campaign for people who haven’t gotten their flu vaccine yet, it’s likely at least one of your goals is to persuade them to actually go and get the vaccination. We looked at consumers who indicated they were “somewhat” or “very” likely to get the flu vaccine this year to find out crucial information, like what other health products they’re buying, where they’re shopping, and where you can find them.
Brands Purchased in the Last 3 Months:
Locations of Health Purchases:
Top TV Networks:
- VH1
- Disney Junior
- Telemundo
People Who Have Psoriatic Arthritis
Psoriatic arthritis is a chronic autoimmune condition that, according to the WHO, affects around 1.5 million people in the US. While it’s not exactly rare, it’s not common, either, and the condition is often misdiagnosed, meaning individuals who have it either may not know it or may be shy of going to the doctor after years of fruitless hunting for answers and not getting any. When targeting them or other individuals who have conditions that are even more rare, it’s important to understand their unique needs, find them where they’re looking up information, and provide them with a lifeline of hope in addition to compassionate care. Here’s some of what rAI tells us about people in the US who have been diagnosed with psoriatic arthritis.
Vitamin Purchasing Behaviors:
Buying vitamins is popular among this audience. 13% indicate they take vitamins or supplements four to six times per week.
Top Retailers:
- Kroger
- Target
- Walgreens/Duane Reade
Top Paid Streaming Subscriptions:
- Starz
- Peacock Premium (without ads)
- Netflix (with ads)
People with Breast Cancer
If you’re looking to target women who have breast cancer, the marketing campaign you deploy will be more effective if it’s relevant to where they are in the breast cancer journey: newly diagnosed, in remission, post-surgery, Stage 4, and so on. They’ll be of varying ages and from a wide variety of backgrounds. Having the right data to craft a multicultural approach that takes these and other factors into consideration will be crucial for successful marketing. Let’s see what rAI tells us about women with breast cancer.
Media Consumption Habits:
- This audience spends a lot of time online: 45% are online between 20 and 40 hours per week.
- Their top social media sites are Pinterest, Nextdoor, and Reddit.
- They like travel and educational apps.
Health Shopping Habits:
Condition Management Methods:
As modern medicine makes more advances, healthcare technology and treatments improve, and care provider approaches change, it’s crucial to have the right data to keep up with consumers’ changing needs. Resonate has an abundance of health data that’s privacy safe and can be used to provide nuanced insights into highly specific audiences. To learn more, schedule a demo today.
