Campaign Objective
One of our client was running the media like QUORA but that media was available only for the doctors. The intention here was to get a kind of aggregate intelligence, so the doctors can ask any technical question on that media so that he/she might be able to get answer from other doctors who have different expertise. Ultimately, the campaign objective was to make doctors subscribe that professional media.
Targeting Methodology
In Japan, we have some around 300,000 doctors at the moment. This number is obviously quite small compared to all internet user volume in Japan which is more than 100,000,000. Thus, we need following targeting method implemented on these campaigns.
- We implemented an IP address based targeting and registered those address of major hospitals. This should cover the doctors working there but also includes nurse and other medical industry workers.
- Selected job targeting over the profession database named “Eight” <https://8card.net>. Eight is largest job database in Japan therefore they know which cookie ID person is working on which job.
- Job targeting on Facebook, but turned out to deliver a low performance..
A bit about the Observed Performance
For this kind of campaigns, it is know that offline activities such as some referral program is better than digital but we had a competitive performance (the cost per each subscriber acquisition) compared to those offline campaigns. The efforts of optimization is still on-going.