Supercharge your social campaigns with healthcare’s most powerful audience tools.
In early 2022, Meta announced that they will remove Detailed Targeting options that relate to sensitive topics, including those referencing health causes such as “Lung Cancer Awareness”, “World Diabetes Day”, “Chemotherapy”, etc. This update reflects concerns from the community that targeting options like Health Causes could lead to negative experiences for people in marginalized and underrepresented groups.
As leaders and champions of healthcare and advertising compliance, we agree entirely with Meta’s decision. Targeting capabilities should only be used for the benefit of the platform’s users first and to benefit the overall advertising experience and ecosystem second. That’s why, from the moment our platform was conceived, we have prioritized compliance, opt-in consent, and patient privacy. This also means that Meta’s targeting changes have no impact on Lasso’s Audience capabilities. However, this change can be jarring for marketers that relied heavily on the legacy Facebook Detailed Targeting options.
The Campaign
After Meta’s first-party healthcare terms were deprecated, a leading healthcare media agency partnered with Lasso in March of 2022 to develop new privacy-safe and compliant modeled consumer segments. Their goal was to best replicate Meta’s previous first-party audiences using Lasso’s Audience Capabilities.
The campaign drove messaging for a leading neurological treatment brand to first-party healthcare audiences across Meta platforms for the first two months, followed by four months of media targeting Lasso’s Modeled Audiences. The brand wanted to spread awareness and reach a qualified audience, measuring efficiency and efficacy through Users Reached, CPM, and ThruPlay Rate.
The Audiences
The campaign targeted the following modeled audiences:
Media Period
The agency targeted First-Party Meta Audiences from January to February 2022 and ran media against Lasso Modeled Audiences from April to July 2022, after Meta’s Audiences were deprecated.
Lasso’s Unique Modeling Methodology
We can develop fully customized and privacy-optimized patient audiences for any combination of conditions, medications, procedures, and more. Our best-in-class modeling methodology uses de-identified medical claims data combined with hundreds of consumer attributes and machine learning to fuel the highest-performing campaigns in the industry.
Here’s how it works:
Step 1: We pull data from a certified HIPAA-compliant database with coverage of more than 70% of all de-identified US medical claims data over the past 6 years
Step 2: The data is combined with consumer attributes like age, gender, household, etc, to train a machine learning model
Step 3: Our model predictively outputs patients with the likelihood of having the specific health condition of interest
Step 4: The marketer can target the modeled audience through Lasso or distribute to any programmatic or social platform for immediate activation
The Results
We completed a 44-day comparison between our performance and Meta’s to measure the immediate impact of higher audience quality. Although our overall audience size is considerably smaller than Meta’s first-party by the nature of how they are developed and modeled, the reach comparison clearly show that marketing dollars are going further through efficient delivery costs.
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During this period, Lasso audiences drove consistent in-platform CPM delivery, with only about $0.01-$0.02 deviation over the entire media period. Looking at the significant increase in video ThruPlay Rates, we can see that the brand was able to engage with a more qualified audience with Lasso Audiences than with Meta’s First Party Audiences.
We then compared the overall campaign performance between January to February when the brand targeted First Party Meta Audiences and April to July once they started leveraging Lasso’s Audience Capabilities.
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Even with an additional 2 months of Lasso’s audiences in the market, the CPM remained about the same and ThruPlay Rate continued to be 15.05% stronger than that of First-Party Audiences. With time, Lasso’s Modeled Audiences maintained high performance as the campaign scaled and found the most engaged users within the audience segments.
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Level Up Your Social Campaigns
At Lasso, we’ve proven that marketers and brands can prioritize both user privacy and accuracy in their healthcare campaigns. The results from this study show that even before Meta’s First-Party Healthcare Audiences were deprecated, our segments would have consistently outperformed them. Now that Meta’s detailed targeting is no longer available, it’s even more important to get creative and strategic with your audience tactics. Our identity solution and methodology allow you to quickly adapt to changing market conditions and always stay compliant with industry regulations without having to compromise on precision and campaign performance.
Reach out to your Lasso Representative or request a demo below to learn more.
