With multiple doctors and other medical professionals involved in decision making for a given healthcare account, healthcare campaigns require full-personnel targeting strategies. Targeting at the account level and turning those accounts into customers is the main objective of Account-Based Marketing (ABM).

Healthcare advertisers can create ABM audiences to maximize relevance, engagement, and value. These ABM audiences leverage comprehensive hospital data from HealthLink Dimensions (HLD) to pass personalized messages to healthcare professionals at scale, and with a privacy-safe approach. You can craft highly specific healthcare audiences using custom and pre-defined segments based on account-based attributes such as health systems, specialty practices, and NPI reach.

Adopt an account-based strategy with ABM audiences to engage with doctors and other key healthcare stakeholders, and ultimately reach your healthcare-campaign goals across accounts.

If you’re a healthcare advertiser, you may be eligible to create an ABM audience. A campaign must also meet each of these conditions before it becomes eligible for ABM audience targeting.

*Healthcare: Any campaign created under a healthcare advertiser account is a “Healthcare” campaign.

**Audience type: Campaigns typically support targeting multiple audience types. A campaign targeting an ABM audience, however, must only include one or more ABM audiences. For example, a campaign can’t target an ABM audience if it’s already targeting a retargeted audience consisting of your website’s past visitors.

ABM audiences and their individual audience segments each display a CPM price.

An ABM audience’s CPM price isn’t the total price of each of its individual ABM segments. Instead, its CPM price is the cost of the highest-priced ABM segment. For example, if one audience includes 100 ABM segments, and each segment is priced at a $0.10 CPM price, then the ABM audience’s total CPM price is $0.10. In instances where the audience includes differently priced segments, its total CPM price is the cost of the highest priced segment.

Note that there’s no cost associated with adding ABM segments to an ABM audience. The listed CPM prices will apply once you run a campaign that’s targeting the ABM audience.

You can apply filters to customize your ABM audiences based on precise characteristics of healthcare accounts.

Note that certain filter settings may limit the options that are included in another filter category. For example, if only New York is selected in the State filter, the available options in the City filter will be limited to cities located in New York. Choose your filters in top-to-bottom order when you Create an ABM audience to ensure that only relevant items can be selected.

You can review an ABM audience’s status on the Account Based Audiences page of the Audiences app. Refer to Review an ABM audience for more information on how to access this page.

ABM audience segments allow you to target NPIs on the account level.

An NPI is a component of the Health Insurance Portability and Accountability Act (HIPAA) and serves as a unique identification number for covered healthcare providers. It’s used to correlate those providers with their respective digital identities.

Refer to What is NPI Matching? for more information.

ABM audiences apply an “OR” relationship to your ABM audience segment selections. This means that your campaign will target a user if they’re included in any of the ABM segments that you added to the audience, as long as all other campaign targeting criteria are met.

Once an ABM audience features a Ready status, its Audience Breakdown will populate with key audience insights across genders, age groups, devices, and geographies. You can review these insights and apply them to your campaign to craft a personalized strategy based on the audience’s key characteristics.

Refer to Review an ABM audience for instructions on how to locate these insights for a given audience.