Apple’s App Tracking Transparency (ATT) initiative, launched in early 2022, has been well received by consumers who are now able to opt-out of data tracking. For advertisers, though, this change has been a tough pill to swallow as they now have less opportunity and accuracy for ad targeting, especially on retargeting campaigns. Another obstacle that has surfaced is a lack of refined audience focus and insight into consumer data. Without being able to rely on 3rd party data from other apps and platforms to define and reach consumers, marketers need new methods to find their target audiences.
Find the Best Audience for Your Brand
Although ATT has reduced access to consumers across social media and apps, there are still ways to drive revenue and better patient outcomes as a healthcare marketer. Some alternative solutions would be Lasso’s Audience Capabilities, allowing you to build your target healthcare provider (HCP) or direct-to-consumer (DTC) audience and reach them through your most impactful channels.
Lasso powers unprecedented granularity and flexibility when it comes to finding and customizing an HCP or DTC audience for every brand, channel or message. Our capabilities allow marketers to provide a list of target HCPs for us to match, use any of our curated audiences, or even create a fully custom segment with Blueprint™, a first-of-its-kind audience builder for healthcare marketing. For even more specific audiences, users can layer on clinical, demographic and location data in a privacy safe way. Although built in the Lasso Platform, audiences can be exported for activation on any social channel or external marketing platform.
Leveraging Lasso offers an additional benefit: higher audience reach and penetration, thanks to our in-house Identity Solution. Marketers will reach more of their target HCPs or consumers than they would be able to with the native audience capabilities inside social platforms.
So, once you’ve been able to create the ideal target audience and are ready to activate your campaign on social media, how can you optimize for success?
Meta’s Tips for Successful Ad Campaigns
As a result of ATT, Meta has seen a decline in the success of ad campaigns run through their platforms. In an effort to combat the change, Meta released a Foundations of Performance guide to help advertisers navigate this evolving landscape. Here are the key takeaways:
- Adopt the Conversions API: A Meta Business Tool that creates a direct connection between your marketing data and the Meta systems. Meta found that advertisers who used this tool saw an 8% Cost-per-Action (CPA) increase on average.
- Use Conversion Optimization: For businesses wanting to drive purchases and actions on their website, this tool helps optimize for those events rather than optimizing for clicks on an ad.
- Show Ads Across 6 or More Placements: Meta found that campaigns with more than 6 ad placements were 73% more likely to perform better than campaigns with fewer than 4 placements. Suggested placements include Instagram stories, Facebook stories, Instagram feed, Facebook feed, Reels and Messenger.
These tips can be leveraged to optimize Facebook and Instagram ad campaigns, but without real-world insights, how will you know if your campaign is actually reaching your target audience? That's where Lasso comes in.
Better Insights Fuel Smarter Campaigns
You’ve built your ideal target audience(s) and activated campaigns across social media and other marketing channels. Now what? With ATT potentially reducing the accuracy of Meta’s ad targeting insights, we understand the need for additional clarity on the impact of your campaigns.
Think of Lasso as a complement to social media’s native insights like clicks and impressions. Due to the walled garden nature of social media platforms, marketers have historically struggled to fully understand the real world impact from these tactics. However, Lasso built a workaround. With our analytics, we can provide deterministic Rx insights for campaigns run jointly on social media and Connected TV (CTV) . For example, Lasso Vision™, our free weekly refreshed gross Rx metrics offered for any campaign run through our platform, shows total transactions (TRx), new transactions (NRx), new prescriber and new patient conversion to gauge how your campaign is performing. Access to in-person behavior gives you visibility into the success of your campaign at a real-world level. Plus, having access to weekly refreshed reporting means you will no longer need to wait to the end of a campaign to change tactics or spending, allowing you to make in-flight optimizations as soon as they are needed.
Many healthcare brands and marketers have leveraged even deeper measurement, such as Lasso's Net Impact Analysis. We compare the activity of HCPs exposed to a brand's campaign media with their unexposed counterparts using a 1:1 matching methodology based on a set of criteria. Using this analysis, marketers can dive into net insights like script lift, showing the increased percentage of prescriptions written by exposed HCPs, and fully understand how their social campaign helped drive ROI.
Learn more about how to complement Apple and Meta’s native capabilities in your social and programmatic campaigns. Reach out to your Lasso representative or email us at sales@lassomarketing.io.
