Pediatric campaign types

Pediatric campaigns differ by goal, so the type of data you typically use to create your target audience also differs based on your campaign goals.

• Patient engagement: You may want to engage with the heads of household associated with existing pediatric patients in your health system. If so, you’ll likely use patient (encounter/EMR) data to create your target audience.
• Patient acquisition: You may also want to acquire new patients by reaching out to heads of households that include children who are not existing pediatric patients in your health system. If so, you’ll likely use consumer data to create your target audience.

The type of data you use to create your target audience ultimately determines who appears in your audience list and also the kind of in-platform reporting you can expect.

Pediatric patient engagement audiences and reporting

You can use patient data points to create a pediatric target audience based on EMR and encounter information. You might want to do this if, for example, you want to engage existing patients to promote new services, facilities, or providers. Patient data is clinically mastered and the system knows exactly who these individuals (pediatric patients) are. So even though the audience list pulls in head of household contact information for any minors included in the list, the system is perfectly capable of tracking encounters associated with the patients themselves (the minors) and includes that information in downstream reporting and ROI calculations.

In other words, if you use patient data to create the target audience for your campaign, out-of-the-box reporting in the platform works like you probably expect it to. Specifically, tracking and reporting patient encounters based on the pediatric patients included in the audience. Certain actions, however, are likely the head of household’s actions on behalf of the minor (e.g. completing forms).

Pediatric audience criteria for pediatric campaigns

If you’re creating a target audience for a pediatric campaign based on patient data as criteria for audience inclusion or exclusion, you have these options:

• Encounters, diagnoses, procedures
• Age and gender
• Payor
• Patient Risk Model (Patient Disease Index) Scores
• Contact information

Pediatric patient acquisition audiences and reporting

You can also use consumer data points to create a target audience based on the market information associated with the heads of households of potential pediatric patients. You may want to do this if, for example, you’re running a direct mail campaign for individuals in your community letting them know about your health system’s nearby facilities.

In this case, you’re looking at consumer data for somewhat known adults with unknown minors in the home. Tracking is therefore associated with the adults, not the minors, which means in-platform reporting does not show the full picture or reflect your true ROI.

View pediatric reporting in the new reports.

Consumer audience criteria for pediatric campaigns

If you’re creating a target audience for a pediatric campaign based on consumer data as criteria for audience inclusion or exclusion, you have these options:

• Channel availability (email and DM)
• Perceptual Profile
• Household income
• Ethnicity