What is retargeting and how is it relevant in healthcare?

Retargeting is a digital marketing strategy that focuses on re-engaging users who have previously interacted with a brand’s website but did not complete a desired action. An excerpt from a chapter in Programmatic Advertising notes, “The structure of a classic retargeting campaign follows the lines of the sales funnel. Thus, retargeting – the addressing of previous visitors outside the actual website– became established some years ago as a fixed component of the online marketing mix.”  

It operates by using tracking technologies like cookies or pixels to monitor user behavior and personalize ads to those users. In healthcare, it has the potential to address the challenges of patient engagement and conversion but the use of tracking technologies and HIPAA requires careful consideration prior to implementation. 

How does it work?

1. Retargeting starts by identifying users who have previously visited a website or interacted with a brand.
2. A tracking pixel, which is a small piece of code, is placed on the website to monitor user behavior.
3. When users visit the site, the pixel collects data and places cookies in their browsers.
4. These cookies allow advertisers to recognize users as they browse other websites or social media platforms.
5. Targeted ads related to the brand or products are then displayed to these users as they continue their online activities.
6. The goal is to remind users of their initial interest and encourage them to return and complete a desired action, such as making a purchase.
7. Retargeting can be done through various channels, including display ads, social media, and email marketing.
8. Advertisers can segment audiences based on their behavior to create more personalized ad experiences. 

The different types

1. Site retargeting: Ads are shown to users who have visited a specific website but did not complete a desired action, such as making a purchase.
2. List-based retargeting: This type uses data from email lists or customer relationship management (CRM) tools to target known contacts with ads.
3. Search retargeting: Ads are displayed based on users' search queries, targeting those who have searched for related products or services without visiting the advertiser's site.
4. Dynamic retargeting: Personalized ads are shown to users based on their previous interactions, often displaying specific products they viewed on the website.
5. Social media retargeting: Ads are delivered to users on social media platforms based on their past engagements with a brand or website.
6. Email retargeting: This involves sending targeted ads or promotions to users who have interacted with previous email campaigns, reinforcing brand presence through email communication.
7. Video retargeting: Ads appear in video content, typically on platforms like YouTube, targeting users who have previously engaged with the brand's videos or content.

Can retargeting work in healthcare? 

The healthcare sector involves high-stakes decisions where patients spend considerable time researching options before committing to a provider or treatment. Retargeting addresses this extended decision-making process by keeping a practice visible to potential patients, increasing the likelihood of converting those who have previously shown interest. 

However, healthcare retargeting requires sensitivity and careful handling due to patient privacy concerns. Generic retargeting campaigns may not resonate with individuals seeking medical services; therefore, personalized messaging based on specific content or services viewed on a website is beneficial. 

The basic considerations with regards to HIPAA include: 

• Prioritize anonymizing patient data used for retargeting.
• Obtain explicit consent from patients before using their data for retargeting.
• Communicate privacy policies regarding data collection and usage in retargeting campaigns.
• Implement policies for limited data retention and securely dispose of outdated information
• Remove marketing pixels from password-protected apps and websites.

Related: HIPAA Compliant Email: The Definitive Guide

FAQs

What is the difference between retargeting and remarketing?

Retargeting focuses on displaying ads to users who have previously interacted with a brand's website but haven't converted. Remarketing targets existing customers via direct communication channels like email.

Which channels can be used for retargeting? 

Retargeting can be implemented across various online channels, including display ads on websites, social media platforms, and search engines.

When can retargeting campaigns be used?

Retargeting campaigns can be utilized immediately after a user interacts with a brand's website or app. They are effective for converting visitors who showed interest but did not complete a desired action.