Doing More with Less: Redefining Audience Targeting with AI & Predictive Analytics

With tightening health care budgets, marketers are asked to do more with less. Expectations increase for new patient acquisition, however the budgets to do so are shrinking. Uniquely created audience segments and personalized messages provide the opportunity to optimize budget spend and bring the best value to campaigns.

Discover how UPMC focused marketing efforts on the potential patients with the greatest likelihood to engage in conversations, thus minimizing marketing waste. This webinar will explore how they optimized their patient acquisition strategy with marketing and advertising messages sent to consumers who were most likely to use their health care services, connecting with the RIGHT person using the RIGHT message at the RIGHT time.

Learning Objectives:

• Improve understanding of predictive analytics as a tool in marketing audience identification.
• Consider opportunities to employ predictive analytics and advanced audience segmentation.
• Identify potential behavioral and action-based predictive models to construct a focused target audience.

SPEAKERS
Tom Kirby
Senior Director, Strategic Marketing & Intelligence
UPMC

Tim Duer
VP of Enterprise & Healthcare Insights
Causeway Solutions

Sponsored by Causeway Solutions*

* SHSMD Sponsored Webcasts are educational offerings brought to you directly by and with support from paid sponsors. The content is educational in nature relevant to the SHSMD membership, and has been selected by the sponsor. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.