Including minors in your target audience
Your health system can communicate with the heads of household (HoH) assigned to minors (individuals aged 0-17) who are present in a target audience attached to a campaign. This enables your health system to comply with legal requirements that prevent you from addressing minors directly, while still allowing you to create target audiences for pediatric campaigns and the like. Learn more about the householding process.
By default, every target audience you create in Audience Insights has a Birth Date exclusion applied in order to exclude minors. However, you can refer to remove the exclusion to allow minors in your target audience.
Communicate with heads of household
When a target audience lacks the default Birth Date criterion, it triggers behind-the-scenes logic to occur at the time you create a direct mail/outbound call list for that audience or when you send that audience to marketing automation.
This behind-the-scenes logic automatically adds the HoH's contact information to the resulting direct mail/outbound call list or to the data sent to marketing automation. This additional contact information allows you to address marketing messages to the HoHs assigned to the minors who are present in the audience. For informational purposes, some identifying information of the minors is also added but this excludes the minors' address information.
If a minor does not have an assigned HoH, the minor is not included in the resulting direct mail list/outbound call list/marketing automation sync.
Campaign reporting for minors
When a campaign’s audience includes minors, tracking and reporting response activity is based on the minors included in the audience. Certain actions, however, are likely the HoH’s actions on behalf of the minor (e.g., completing forms/HRA). As a result, activities metrics as seen on the Trending tab, for example, will reflect engagement by the HoH.
To view visits of the minors for a pediatrics campaign, simply update the Campaign filters as follows:
- Age at time of Visit: 00-17
- Tracking Level: Household
Once set, results across all tabs will display the minors' visits and associated metrics.
