Agencies
Why Use Us
Working Together to Optimize Advertising Effectiveness
MindSet Marketing Solutions helps media agencies develop enhanced media plans at a time when marketers are under increasing pressure to justify every cent spent in their media mixes with a more-precise way for pharmaceutical clients to target consumers that uses anonymous healthcare insurance claims data.
Picking customers
MindSet Marketing Solutions starts by examining the anonymous health insurance claims data it gathers, looking at what patients are being diagnosed with and their associated treatments as well as tracking their medication compliance and loyalty, insurance coverage, co-pays, what pharmacy they like to shop, etc. Using these health insurance claims, MindSet Marketing Solutions can identify the best and worst scoring zip+4’s and households for a disease and determine the differences between them.
The next step is building a custom zip+4 target score with geoMEDICX based on marketing’s target attributes that identifies the absolute best zip+ 4 clusters of U.S households based on the disease and the associated attributes like demographics. MindSet Marketing Solutions figures out which zip+4 clusters a marketer's customer’s fall into and recommends the best approach for the marketer. For example, is the brand trying to retain customers in certain clusters with loyalty programs?
Then, MindSet Marketing Solutions takes the zip+4 cluster data and melds it directly into media-research tools (such as MRI and Simmons) so they can identify media preferences. MindSet Marketing Solutions could, for example, map a marketer's zip+4 cluster concentrations by local cable operating area or ZIP code to pinpoint local cable-buying strategies, newspaper distribution and out-of-home placement, direct mail and online-targeted display ads.
With this process, "it's no longer a wide demographic of men 24 to 55 with XYZ income; it's 'I only want households 24 to 45 that fall into those zip+4 clusters and have this diease and comorbidity. We deliver a more precise, distinct target.
Stretching a buck
One of the most important benefits of MindSet Marketing Solutions approach to media planning is it can save marketers money. Marrying these data with analysis can result in a plan that is a lot more cost-effective.
Media Planning
Media planning is all about the math, research, some science and inspiration that give you clear guidance on how to invest advertising dollars.
Media planning is the science of using hard data on demographics, geographies, and media impressions to build a calendar of advertising activity. However, planning for Pharmaceutical and Healthcare ads takes on a different view since it’s not the masses that can benefit from your client’s products, yet today’s ads appeal to the masses in the same manner that an ad for Coca Cola does. You are trying to find and reach a needle in the haystack and traditional targeting just isn’t that effective. Finding sufferers in highly concentrated areas in a mass way is our business. You are trying to reach as many patients as you and as efficiently as possible. Our geomedical targeting and media analytics applications support you in ways that can help you put your client’s advertising messaging in front of the right audience, with the right disease and where they are most likely to see it.
Our geomedical targeting and media analytics services include:
- Geomedical Targeting Analysis of your target disease groups and how they use media. We use leading research tools such as MRI and Simmons, national studies of 50,000+ U.S. consumers, to pinpoint your prospects' media preferences.
- Co-morbidity Targeting. Many media campaigns have a marketing target defined by other factors such as other pre-existing conditions, demographics like age, gender and ethnicity or even certain attitudes about their health. We use mathematical modeling and analysis to determine the concentrations of your clients unique marketing target criteria to minimize the amount of your buy that is wasted, and then optimize the overall media plan to remove waste and free up funding.
- Medication Compliance & Persistency Targeting. Many media plans call for “Compliance Programs” or refill reminder programs. More often than note, your clients pay on a per letter basis thus providing an unusual incentive to your clients fulfillment vendor to mail as many letters as possible. We score and rank every household on compliance and persistency. To minimize waste, we help you select the optimal target audience based upon our decile scoring of every US household for compliance and persistency. Why have your client’s pay for letters to households that already score and index high for following their doctor’s orders? Why spend money sending out letters to households that score and index so low that no amount of intervention and money will change their behavior? Our geomedical targeting and media analytics are more than lists and a different presentation of MRI — they express counts, concentration curves and patient pull through opportunities that you will achieve to help you compare the cost options of different media formats.
- Media Mix Analyses. We conduct our analyses so that it will compliment your plans, not replace them. Options include building a custom media mix model and media mix optimization or provide insight information to complement your models and optimizations schemes. Because results matter, we help you build new insights into the campaigns you manage for your clients.
Media Buying
Is all about helping your clients get more impact from theirr advertising dollar.
Media buying means negotiation, period. We have deep relationships and contacts with many of the major media outlets across the country. Your expertise in the nuances of researching, negotiating and implementing advertising placement paired with our geomedical targeting data, media mix analyses, and activation partners in virtually all of the formats — television, radio, print, guerilla, outdoor, and internet — along with your contacts in all major media outlets across the nation, can turn your new geomedically targeted campaign on fast, free up (and reinvest) funds with negotiations, and pinpoint creative ways to make your budget generate more results.
Media buying services we offer you:
- Access to activation partners across multiple major media outlets
- Ability to locate highly custom marketing consumer targets
- Targeting insights for acquisition and retention campaigns
- Competitive CPM rates for geomedical targeting vs. demographic targeting
- Privacy protected insights and targets
- Client side media expertise
- Expertise in health claims data and analytics
Advertising is to a certain extent the great unknown, and the more we can try to help our pharmaceutical and healthcare customers learn, the more effective it will be. This is not a magic bullet, but MindSet Marketing Solutions goes far beyond what other segmentation companies allow you to do by enabling you to be more granular, more focused and more efficient in what you do.
Personally Identifiable Information (PII) is not included in MindSet Marketing Solutions health insurance and consumer data. All data are sourced and provided de-identified.
