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ABM audience overview
Healthcare advertisers can engage with healthcare professionals at scale by targeting Account Based Marketing (ABM) audiences with personalized ads. These highly specific audiences leverage pre-defined and custom segments based on account-based attributes such as health systems, specialty practices, and NPI reach.
Refer to Account Based Marketing (ABM) audience overview for more information and eligibility requirements, or continue reading to create and manage an ABM audience in the IQM platform.
Create an ABM audience
Creation method notice: You can create an ABM audience by applying filters, uploading a file, or both. If you’ll use both methods, complete your file upload first. Otherwise, your filters will be reset. |
You can use the Audiences app to create one ABM audience at a time. Follow these steps to create a new ABM audience:
Open the Audiences app.
Select Account Based Audience.
Click + Create Audience. This will open the Create Account Based Audience pop-up window.
To upload a CSV file with your audience details:
Download the sample file to ensure that your file is formatted correctly.
To upload the list from our computer’s local files, select Upload File, choose the file, and click Open.
To drag-and-drop a file, open your computer’s local files, choose the file, and drag your cursor to the dashed rectangle.
To upload a creative from an external file-storage service such as Google Drive or a Dropbox account, select the corresponding company’s icon. You’ll be prompted to log in, accept any applicable privacy settings, and select the file from the online drive.
To apply filters:
Expand the dropdown menus available in the Filters panel, and select your desired audience characteristics.
Click Apply to update the table’s list of ABM segments based on the precise audience characteristics that you defined with your audience-filter selections.
Refer to ABM audience filters for each filter’s description and details.
If you uploaded a file, you’ll be redirected to the Match Columns section.
If desired, delete the file to return to the previous screen and upload a different one.
Complete the required System Fields and Updated File Columns.
Click + Add Field to match additional columns. While only one is required, completing more will help increase the changes of a high Match Rate.
Select Match & Continue.
Enter a name for the audience.
In the table, select the checkbox next to each segment that you’d like to add to the audience.
Select the topmost checkbox if you’d like to add every segment that’s visible in the audience table.
Click Select all Health Systems if you’d like to add every segment including non-visible rows. Note that each of these items will still match the filters you selected and/or the files you uploaded.
A single audience may contain up to 10,000 segments.
Review a summary of the audience’s details.
Pay special attention to the NPI Reach metric, which estimates the unique number of healthcare providers that can be reached based on their National Provider Identifier (NPI).
If desired, apply changes to the audience by adjusting its filters, and/or selecting or deselecting individual audience segments.
Select Refresh each time you select or deselect segments to update the audience summary counts.
Click Create to create an audience that includes only the segments that you selected.
Your ABM audience will immediately begin processing. We’ll send you an email once it’s ready, and you can monitor its current status by following the steps outlined in Review an ABM audience.
Manage an ABM audience
Use the Account Based Audiences page in the Audiences app to review, search, sort, or filter your existing ABM audiences. You can also use this page to duplicate or delete them.
Review an ABM audience
Follow these steps to review an existing ABM audience:
Locate the audience you’d like to review.
Search by ID or Audience Name.
Filter by Status.
Open the column selector to add or remove a table column.
Select the desired audience ID in the ID column. This will open the audience in a pop-up window, where you can review its details.
Once the ABM audience features a Ready status, you can also review additional data and insights.
Review the audience’s Reach, Cost (CPM), and Status in the summary panel.
Review each segment and its details in the table.
Review gender, age group, device, and geography insights in the Audience Breakdown panel.
Select Done to close the pop-up window and return to the Account Based Audience page.
Edit an ABM audience
Editing is not currently supported for ABM audiences. Instead, consider duplicating an ABM audience, then updating its segments to reflect your desired changes.
Duplicate an ABM audience
You can duplicate one Ready, Processing, or Failed ABM audience at a time.
Follow these steps to duplicate an existing ABM audience:
In the Actions column, select the page icon next to the audience that you’d like to duplicate. This will open the Duplicate Account Based Audience pop-up window.
Follow steps 4 through 12 of the Create an ABM audience workflow to name the audience and choose which ABM segments it should include.
If no changes are applied, the duplicated audience will include the same segments as the existing audience, and its Audience Name will show “Copy of” followed by the existing audience’s name.
Select Duplicate to create the duplicated audience.
The duplicated audience will appear in the Account Based Audience table and feature a Processing status.
Delete an ABM audience
Audience deletion notice: Note that deleted audiences are unrecoverable, and this action is permanent. As a safeguard, consider duplicating and updating the desired audience to reflect any desired changes. |
You can delete ABM audiences individually or in bulk. They must feature a Ready, Processing, or Failed status; and their Allowlist count must be 0.
Follow these steps to delete an ABM audience:
To delete audiences individually, use the Actions column to select the trash can icon next to the individual audience that you’d like to delete
To delete audiences in bulk:
Select the checkboxes next to the desired audiences.
Click Delete.
The deleted audience(s) will no longer appear in the Audiences app.
Assign an ABM audience to a campaign
Notice on existing campaigns: You can assign an ABM audience to existing campaigns that are already targeting another ABM audience or aren’t targeting any audiences. Refer to ABM Audience eligibility requirements for more details. |
ABM audiences can be assigned to new or existing campaigns from the Audiences app or Campaigns app. A single campaign can target up to 20 audiences.
Refer to Assign an audience to a campaign for step-by-step instructions.
Review data costs
The Data Cost metric represents a campaign’s total spend on targeting and/or blocking data segments. This includes the total amount spent on audience targeting.
You can review a campaign’s data cost in the following ways:
Review a campaign’s data costs from the Dashboard app
Follow the steps outlined in Customize a dashboard table - Add or remove a column to choose which metrics are displayed on your dashboard. Select the Data Cost metric from the Spending category to add it.
Review a campaign’s data costs from the Campaigns app
In the Campaigns app, open the column selector to choose which metrics are displayed in the table. Select the Data Cost metric from the Spending category to add it.
Review a campaign’s data costs from the Reports app
Follow the steps outlined in Generate a report to create a custom report. Select the Data Cost metric from the Spending category to add it to the report.
Locate additional ABM audience resources