Growth / US / Public Sector
Maximising public health campaign performance by leveraging third-party data and spatial analytics
"Ipsos identified geographical areas lacking easy access to pharmacies, which ultimately resulted in strategically placed mobile vaccination clinics."
Business issue
A public affairs client wanted to maximise the number of people reached in a public health campaign. They needed to identify disadvantaged communities who might have difficulty accessing public health services and prioritise funding to health organisations to increase stock, or send out mobile units, for more inclusive vaccination campaigns.
The client came to Ipsos for our understanding of how attitudes, behaviours and location impacted placement of public health products and services.
Our solution
Ipsos identified and gathered data on health facilities and demographs from third-party sources such as the U.S. Census and publicly available mapping platforms. We applied spatial analytics on population figures and pharmacy locations to identify areas lacking sufficient pharmacies, as well as impediments to access, including distance, lack of car, lack of public transportation, and attitudes toward vaccination. All of this was based on segment identification through survey data.
For more information on this case study, get in touch here.
Impact
Ipsos identified areas lacking easy access to pharmacies, which ultimately resulted in strategically placed mobile vaccination clinics in areas where populations faced difficulties getting to pharmacies. It flagged pharmacies that would experience higher demand, so the client could plan for additional stockpiling of medical equipment. The client also could tailor public health information campaigns to languages spoken in neighborhoods.
This approach also aided distribution of public services across multiple population segments. Pairing this with anonymised phone data helped identify 'public health deserts' and informed efforts for public health campaigns in areas with historically disadvantaged minority or language inaccessible migrant populations.
