Healthcare Media Agency
Who’s the Prime Prospect?
Media Planners often oversimplify a target definition. Why? Because that approach makes it easier to navigate syndicated data, which can be readily used to negotiate media—and then they take the shortest route to compile reach and frequency.
But, simple demographics don’t tell the full story. Even seemingly mundane categories have unique drivers of purchase behavior that can translate into better targeting, which can translate into a more strategic approach to media planning and provide leverage in the buying process.
Our Approach to Better Defining the Core Prospect
- Sub-segment your universe to differentiate between core prospect types
- Identify unique media usage habits to develop/execute a more effective and efficient media plan
- Align media execution with target motivations to ensure effectiveness
“When the plans for Eight O’Clock Coffee shifted to incorporate a heavier emphasis on consumer activity, OCD Media led the process for efficient campaigns instrumental in increasing sales. They became extensions of our internal team and optimized our budget to achieve the greatest impact.”
– Ali Artusa, former Director of Marketing TATA Global Beverages