Doctors and nurses are similar to air, in that they’re vital, and you don’t miss them until you need them. If you’re in the pharma industry or manage a medical supply store that offers medical equipment to professionals (scrubs/uniforms, shoes, stethoscopes, otoscopes, blood pressure cuffs, pulse oximeters and so on), medical professionals are the air […]

Doctors and nurses are similar to air, in that they’re vital, and you don’t miss them until you need them. If you’re in the pharma industry or manage a medical supply store that offers medical equipment to professionals (scrubs/uniforms, shoes, stethoscopes, otoscopes, blood pressure cuffs, pulse oximeters and so on), medical professionals are the air you breathe and your organization’s lifeblood.

Facebook offers a number of options to target healthcare professionals, from RNs to specialized nurses and surgeons, hospital administrators and beyond. In this week’s edition of the Psychographic Targeting Hot House, Lea Scudamore, Production Manager at aimClear, prescribes six targeting tactics to reach these compassionate audiences: from medical professionals on the front lines in the fight against breast cancer to hospital administrators seeking the latest screening equipment within their hospital’s budget.

As October is Breast Cancer Awareness Month, we’ll use the case study of offering supplies and tools with the pink ribbon for supply stores while awareness is at its peak for the year.

Oncology Job Titles

There are many ways to get at our superheroes in pink. First, we’ll aim for the most focused variable: specific job titles. Start by targeting health care providers within the oncology field utilizing the job titles demographic.

As you can see, Facebook’s targeting tool doesn’t drop down many suggestions when entering in “oncology,” which means it’s up to you to stem on the root keyword. HOLD UP! What’s stemming? you ask. Stemming, in terms of audience research, is the practice of adding letters (a, b, c or “alpha-pattern” stemming) or secondary keywords to a root keyword (oncology). In our case, we’d use: oncology + nurse; oncology + rn; oncology + cert(ified). To find more oncology professionals, try these permutations to start:

• oncol
• Rn oncology
• Registered oncology
• RN oncology registered
• Nurse Oncology
• Nurse oncology rn
• Nurse oncology cert
• Rn oncology cert
• oncology cert
• care oncology

 

 

Don’t forget the B2B seniority targeting within behaviors. In a SNAP, select executives against the Business and Industry Health Care interest targeting or under Demographics > Work > industry.

Wrapping It Like a Bandage

Reaching the saints in the medical field is really interesting, as there are so many ways to find RNs, LPNs, doctors and decision makers. From single-location medical supply stores to cannabis research institutes to pharmaceutical and medical equipment manufactures looking to reach across the nation, Facebook’s targeting offers a plethora of options and angles to reach your desired customer.