MindSet Marketing Solutions is:
Enhancing the Relevance and Eliminating Waste in Advertising
Mindset provides the marketplace with a set of services that enable ad sellers and buyers to define and control how they transact. While sponsorship and property-based ad models will continue to be highly effective for many advertisers and publishers, Mindset can help you complement those models with addressable health and medical audience models that allow marketers to define the types of consumers they want to reach, and deliver them at scale across the web. Placement and audience value needs to coexist as driving forces in the media buying and delivery process and used together (i.e., a marketer just wants to deliver diagnosed male sufferers of Erectile Dysfunction, in top tier professional sports or golf content).
In its most basic form, placement has been the proxy the advertising industry has used to deliver audiences. An advertiser bought a TV commercial in a particular show or page in a specific magazine, because its audience tended to have a certain set of characteristics. There is waste in property-based models – not everyone consuming a particular media property shares the same health conditions and health attributes. Even though sports content tends to attract men at a higher than average rate than women, there are still women consuming sports content. Ultimately, what an advertiser wants is the ability to minimize waste – and deliver the highest possible concentration of the audience they care about. In the analog world, the reason advertisers buy properties and placements is because it's their only choice - media is delivered on a one to many basis. That changes in a digital world, where every media consumption event is served in real-time.
Mindset provides targeted audiences using the power of predictive modeling and billions of insurance claims and self-reported medical survey data. Our patent pending privacy algorithms and mathematical models connect you to diagnosed and undiagnosed as well as treated and untreated patients with user segments composed entirely of consumers who are interwoven via their medical conditions, treatments, consumption patterns and health behaviors and attitudes. These segments are both completely customized for each advertiser and enormously scalable. They reflect high degrees of medical homophily, the tendency of like-diagnosed individuals to cluster with other people who strongly resemble them. These medical audiences, also sharing powerful demographic and psychographic traits, have been proven to respond to advertising messages at rates dramatically higher than other targeting alternatives
Mindset Marketing Solutions is the ideal partner for pharmaceutical and healthcare brand marketers seeking large audiences displaying the highest levels of response, engagement, word of mouth and collective target attributes.
