Optimisation / Multi-country / Healthcare
Identifying an optimal mix of digital channels to maximise reach
Our work helped the client better target their key audiences while using easy-to-follow, relevant, and influential channels that drive growth.
Business issue
Following qualitative research, the client's Digital Marketing team sought to determine the optimal mix of digital channels to focus spending and maximise the reach of future campaigns.
The goals of this project were to:
- Determine channel use – overall and by occasion
- Gauge the importance of channels and occasions
- Identify key drivers of channel preference and the optimal channel mix
Our solution
Ipsos conducted a 20-minute online survey of PAD/Venous, ESKD, and Oncology Specialists accompanied by Healthcare Omnichannel Solution advanced analytics. The study aimed to understand how Healthcare Professionals (HCPs) receive information, their attitudes toward certain channels, and how information needs may vary.
For more information on this case study, get in touch here.
Impact
The study helped the client identify the optimal channel mix, which included medical journals, face-to-face interactions, and in-person conferences.
Our work also helped the client better target their key audiences while using easy-to-follow, relevant, and influential channels that drive growth.
Ipsos recommended leveraging occasion usage and channel equity drivers to target HCPs across specialities strategically.
