Elevating Vaccine Campaigns with Real-World Data and Optimization

Precision is currency in the rapidly changing world of health advertising, especially for pharma brands seeking to drive vaccine awareness. Vaccine campaigns—for both communicable and non-communicable diseases—are most effective when they reach the right audience at the right time.

The Unique Challenges of Vaccine Advertising

Vaccine advertising is different from a typical pharmaceutical campaign in a few ways. For one thing, vaccine campaigns are particularly vulnerable to the dangers of misinformation, which can negatively impact audience receptivity (as was the case during COVID-19).

Additionally, for non-communicable diseases, like shingles, the success of your campaign hinges on finding individuals at the highest risk. And all vaccine campaigns must reach the most susceptible populations quickly to outpace the spread when outbreaks occur. Casting a wide net with generic audience targeting doesn’t cut it. Marketers need to consider how factors such as geography and demographics like age, gender, and race—and much more—will influence their vaccine campaign strategies.

Vaccine Campaigns, Powered By Real-World Data

Effective vaccine advertising also requires different datasets. To reach the right audiences for your vaccine campaigns, look for a partner that combines audience modeling with real-world data, like vaccine incidence rates and local vaccination trends. At DeepIntent, as part of a dynamic new solution, we layer in a propensity score to focus your ads on persons most receptive to receiving vaccinations.

For any upcoming vaccine campaigns, ask your DSP about:

  • Real-time data: Incidence rates and local vaccination trends can help you reach the most relevant audiences and improve outcomes.
  • Efficiency: Find out if you can focus ad spend on individuals most receptive to receiving vaccines.
  • Advanced targeting: Modeled audiences incorporating vaccine-specific signals can boost vaccination rates.
  • Healthcare measurement: Determine if you’ll be able to evaluate how your campaign is performing against health-specific KPIs.

Click here to learn more about robust audience planning solutions from DeepIntent.

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