Target Audiences for Health Care Advertising

According to Gallup, only 36% of Americans have a positive view of the health care industry, while 41% view it negatively.

This leaves those in health care grappling with how to build trust in their individual brands while also combatting mistrust of their industry as a whole.

To make an impact and build trust, advertisers make use of personalized ads that speak directly to their consumers’ concerns. This is especially true in health care, where building trust in the industry is of the highest importance. 

The question is, How can health care advertisers know what is important to Americans in order to build their trust?

The answer is through audience insights. Tunnl provides hundreds of prebuilt audiences that speak to how Americans feel about today’s most pressing issues, causes, and events, including an exclusive healthcare policy audience in our Premier Audience Suite. 

Here, we've compiled the best Tunnl audiences for health care advertisers to use in their outreach campaigns. Keep reading for a variety of ideal health care audiences to plug and play in your advertising to deepen your target consumers' trust and engagement.

Best Health Care Audience #1: Healthcare Opinion Makers

Tunnl’s premium Healthcare Opinion Makers audience is a targeted representation of healthcare executives across the payer, provider, and life sciences sectors, health policy leaders, and venture capital investors focused on healthcare innovation.

Included in our Premier Audience Suite, the Healthcare Opinion Makers audience gets your message directly in front of the influential leaders setting the agenda for the healthcare sector. Media mix insights show you precisely where to target this typically hard-to-reach healthcare policy audience to achieve maximum exposure and ROI among the leaders who matter most to your campaign.

Best Health Care Audience #2: Health Care Influentials

Tunnl's health care influential audience focuses on individuals who are high-turnout voters and engaged in today’s most pressing issues, specifically those related to health care. Moreover, these are people who are likely engaged in their communities. 

Why should all of this matter to health care advertisers? 

Due to these individuals’ deep concern for health care, their community engagement, and high voter turnout, they are most likely to engage with messaging that presses them to take action for the betterment of the health care industry.

Best Health Care Audiences #3–5: Drug Costs Regulation (Pro, Anti, Persuadable)

One major issue that has many Americans’ attention is the high prices for pharmaceutical drugs. It is a complicated issue, and recent legislation passed by Congress to allow Medicare to negotiate some prescription costs drew further attention to it. The nuance behind the issue makes using the right targeting especially important.

Tunnl has three audiences built around Americans’ feelings about the government regulating pharmaceutical drug costs: those who support it, those who are against it, and those who are persuadable on the issue. 

• Pro Drug Costs Regulation: Individuals who want the government to take action to regulate the price of pharmaceutical drugs and keep the costs affordable.
  
  
• Anti Drug Costs Regulation: Individuals who do not want the government to take action to regulate the price of pharmaceutical drugs and keep the costs affordable.
  
  
• Drug Costs Persuadables: Individuals who are receptive to messages both for and against government action on the cost of prescription drugs.

All three of these audiences are ideal for advertisers who need to drive awareness or engagement among voters on issues related to regulating the cost of prescriptions.

Best Health Care Audiences #6—8: Pharma (Pro, Anti, Persuadable)

As a whole, Americans have complicated views on the pharmaceutical industry. To continually improve the public's perception of the industry, it's important for pharmaceutical advertisers to continue efforts to positively engage with the American public.

That’s why Tunnl has built three audiences based on how people feel about the pharmaceutical industry. Leveraging these audiences, advertisers can connect with the exact people who need to be persuaded on a topic, whether they stem from a positive, negative, or neutral standpoint.

• Pro Pharma: Individuals who have a favorable view of pharmaceutical companies.
  
  
• Anti Pharma: Individuals who have an unfavorable view of pharmaceutical companies.
  
  
• Pharma Persuadables: Individuals who are receptive to both positive and negative messages about pharmaceutical companies.

Best Health Care Audiences #9—15: Covid Vaccine

One of the largest health care issues in recent years has revolved around the COVID-19 pandemic. While the most imminent dangers have seemingly passed, Americans have strong opinions on the availability and use of vaccines developed to treat and prevent COVID-19.

In response, Tunnl has built several audiences related to the COVID-19 vaccine. These audiences include . . .

• COVID Vaccinated Individuals: Individuals who already received a COVID-19 vaccine.
  
  
• Will Take COVID Vaccine: Individuals who plan to get a COVID vaccine when available to them.
  
  
• Will Not Take COVID Vaccine: Individuals who do not plan to get a COVID vaccine.
  
  
• COVID Vaccine Persuadables: Individuals who have not decided whether or not to get a COVID vaccine and are receptive to messages both for and against getting vaccinated.

We have also built audiences based on how willing people are to have children get the vaccine:

• Will Have Children Take COVID Vaccine:
  Individuals who will have their child receive a COVID-19 vaccine once it is authorized and available for their child's age group.
  
  
• Will Not Have Children Take COVID Vaccine: Individuals who will not have their child receive a COVID-19 vaccine once it is authorized and available for their child's age group.
  
  
• COVID Vaccine for Children Persuadables: Individuals who are receptive to messages both for and against having their child receive a COVID-19 vaccine once it is authorized and available for their child's age group.

As the COVID-19 pandemic changes, these audiences can be used in a variety of ways. 

First, they can be used for targeting vaccine awareness campaigns for people to get vaccines or booster shots. Second, they can be used to reach people with general awareness information. Finally, these audiences can be leveraged as a knowledgeable stand-in for targeted messaging about other vaccines, such as seasonal flu shots.

Best Health Care Audiences #15 & Beyond: Access to Care

Another critical issue in the health industry today is access to affordable care. To reach and engage Americans on this important topic, advertisers can activate a variety of Tunnl audiences that will help them understand and deepen their connections with individuals concerned about health care access — all from differing standpoints, as well.

Tunnl has a range of audiences centered on regulations of how people access health care, including the expansion of walk-in clinics and regulating telehealth. These audiences include . . .

• Pro Walk-In Clinics: Individuals who support expanding access to health care with walk-in clinics.
  
  
• Walk-In Clinic Persuadables: Individuals who are receptive to messages both for and against expanding access to health care with walk-in clinics.
  
  
• Pro Telehealth Regulations: Individuals who support regulations on telehealth and telemedicine.
  
  
• Anti Telehealth Regulations: Individuals who oppose regulations on telehealth and telemedicine options, and believe patients should decide if this is a good option for them.
  
  
• Telehealth Regulations Persuadables: Individuals who are receptive to messages both for and against regulations on telehealth and telemedicine.

Need audiences on topics more broad than how people see and connect with a doctor? We also have audiences based on how Americans feel regarding the expansion of Medicare and Medicaid, as well as for lowering the age when one can access Medicare. 

Gain Even Deeper Insights On Health Care Audiences

Out of all industries, health care arguably has the steepest uphill battle when it comes to gaining Americans’ trust. To help foster this trust and deepen consumer engagement with health care brands, understanding — and then speaking to — your audiences' concerns is crucial.

The healthcare audiences in Tunnl's Prebuilt Audience Suite can help brands and associations connect more deeply with their core markets when leveraged in outreach campaigns. By learning detailed information on these audiences — including their opinions on hot-button issues, their media consumption habits, and more — health care marketers can build more effective messaging that drives results.

The most efficient way to get your message directly in front of influential names in healthcare? Tunnl's Healthcare Opinion Makers, our exclusive healthcare policy audience in the Premier Audience Suite.